Introduction
Climate messaging has a distribution problem. We need new tools for a new era of climate communications. Always put the audience first. A lot of climate content is only reaching existing supporters. That’s because it doesn’t align with the values of audiences outside the progressive base, and because it’s delivered via news, which many audiences just aren’t consuming.
This interactive guide, How to Reach New Climate Audiences, by Harmony Labs (in partnership with Earth Alliance) dives deep into audiences based on what they value, the media they engage with, the voices that speak to them, how they relate to climate, and the storytelling approaches that resonate.
This research invites climate communicators to start with audience values (based on Schwartz’s Theory of Basic Human Values) and engage people where they are, organically and authentically, in addition to relying on traditional messaging strategy or approaches.
The techniques they use to think about reaching audiences are useful to any issue area.