Engaging the public with climate change

Astronomers are uniquely placed to play a key role in public outreach on the climate crisis and inspire behaviour change. As trusted ‘non-controversial’ experts, astronomers are particularly well positioned to reach out to very large audiences via planetaria, public talks and media contributions. However, it is not simply enough to present the ‘facts’ of climate change. Research demonstrates that people’s attitudes to climate change are shaped much more by their values and political views than their level of scientific knowledge. In order to engage successfully with the public it is necessary to frame messages in ways that relate to people’s values and day-to-day experiences. Climate change is often perceived to be a distant and abstract threat so narratives that connect it to local issues can bring it closer to home. Using stories and anecdotes rather than statistics and graphs helps to convey the science more effectively. Clear language and familiar examples help people to relate to the issues instead of reinforcing the idea that it is an abstract, psychologically distant, and technical problem. Careful attention needs to be given to both choice of language and visual imagery in order to avoid potentially detracting from the issues or polarising responses. Fear-based messages that do not provide any solutions can lead to apathy and denial. Finally, it is vital to understand your audience as strategic communication needs to be tailored towards the specific audience segment.