Resource Type: Research & Articles

Advocates who organize for climate justice must offer up a clear, compelling picture of the clean energy future enticing enough to animate Americans to act to achieve it. Frame the issues and impacts of the climate crisis in terms of lived experience (e.g. air we breathe, water we drink, energy that powers our homes) and creation of good as opposed to removal of something bad or abstract ideas (e.g. environmental hazards, parts per million, long-term effects of sea level rise, degrees Celsius). Focus on how publicly owned utilities can lower costs, empower the community, and provide more reliable energy because they reinvest in the grid instead of paying corporate CEO bonuses. Do not dive into the details of governing boards or utility structures. Provide an origin story for unequal impacts while clearly assigning blame. Effective culprits are corporate CEOs, fossil fuel corporations, and the wealthy few who profit off polluting our communities. Combine calls to action, such as holding fossil fuel corporations accountable in the aftermath of these events, with a vision for the better future we will create. This guide includes this and other messaging guidance.