Climate Action has no room for Climate Doomism. Here's why.

Most of us missed the most important part of the IPCC report released this week.

It was a final warning of the climate crisis, yes, but more importantly it was a guidebook for humanity of what we now need to do. There is still hope.

But we missed this critical part because much of the narrative only focused on the catastrophic world-ending panic-inducing headlines. This has to change. There’s no more room for climate doomism in climate action. We have to inspire immediate and collective action, and the best way we can do that is by energising people with positive storytelling. Otherwise we'll all just think 'What's the point in even trying!?'.

For too long, we’ve long been in an era of continuous climate doomism. Around 80% of national and international press feature negative news about climate change, with no reference to solutions or the issues it perpetuates.

Climate Doomism in Action

But ultimately, climate doomism has no place in accelerating climate action. If we continue on a route that uses fear and shame as a tactic, we risk alienating, depressing and losing communities and citizens.

Of course we're not advocating that we stick our head in the sand and pretend there's nothing wrong. We're advocating that if we really want to accelerate urgent climate action, there is a better way than drowning people in negativity, hopelessness and anxiety.

That better way is to tell narratives which are human-centred, solution-oriented and enable action.

1. By focusing on human-centred stories, we create personal and relatable experiences for people around the world to connect to.

2. While solution-oriented stories provide for an optimistic view on the future.

3. And action-enabling narratives allow citizens to get involved, in ways big or small - by signing a petition, by joining a local community, by making a small behaviour change in their everyday life.

Alaina Wood, Atmos and the Slow Factory are examples of storytellers who are using these elements in their narratives. Alaina Wood (aka thegarbagequeen on tiktok) started posting positive climate news videos that aimed to debunk climate doomism.  Atmos brings awareness to stories with a a more human-centric narrative to the global issue of climate change.  Slow Factory is an education platform, addressing the intersecting crises of environmental justice and social inequity through open education, and narrative change.

How does this apply to brands?

Some of you may be thinking that is all very well for publications, influencers and education platforms - but what does this mean for brands? Doesn't storytelling which only focuses on the positive take us to a world of greenwashing?

Let us be clear. Positivity and hope in storytelling does not mean greenwashing. Misleading, lying, hiding the truth about your environmental impact is greenwashing.

Which is why our answer is that brands can absolutely be champions of solutions, action and positivity in the climate crisis fight - and in fact they should be - as long as they are making transparent, accessible, verifiable claims.

Finding the right balance is key (and hard), but we absolutely believe that brands are essential in the fight against the climate crisis with stories that energise and enable climate action.

So when you're next thinking of the climate story you want to tell, remember the words: human-centred, solution-oriented, action-enabling. And of course you can always give us a call to see how we can partner together to make that a reality.

Here's to waving bye to climate doomism.