Clarity Over Crisis: How Language Shapes Climate Change Action

Effective climate communication relies on familiar terms over jargon to boost public understanding and action.

Wändi Bruine de Bruin and Gale Sinatra’s research suggests that clarity should be prioritized over complexity. Established terms that resonate with the public enhance awareness and mobilize support for necessary climate actions. By concentrating on efficient communication, comprehension gaps can be filled more easily than by utilizing jargon that could alienate or confuse the audience.

Effective communication is critical in a world when climate change is posing unprecedented problems. It turns out that more common terms like "global warming" and "climate change" work better than more dramatic, more recent ones like "climate crisis" or "climate emergency." This is according to recent research by Wändi Bruine de Bruin and Gale Sinatra from the University of Southern California.

Their study reveals that Americans across political divides respond more favorably to well-known terms rather than new, potentially alienating ones. Despite the intent behind phrases like “climate justice” to emphasize urgency and equity, they often backfire by creating confusion or skepticism. This underscores a key issue: the language used to discuss climate change can either foster understanding or hinder it.

By using familiar language, we can ensure the urgency of climate change is communicated effectively, fostering a more informed and proactive public response.