Four Human Stories: A Climate Storytelling Framework Built for Broader Audiences

If we want to engage a wider audience on climate change, we have to be able to reach beyond the echo chamber of the already-converted.

Our goal in assembling this portfolio of simple, personal stories about climate change, clean energy, and planet-warming pollution is to shatter the template of what a narrow, wonky climate story sounds like.

Each one is expressed in plain language
Each one appeals to different human values
Each tackles a different problem people already think about
Each solves for a different basic need
To ensure we’re broadening our reach, each of the messages below has specifically been tested to ensure they connect with a global audience that identifies as ideologically “center-right.” This group comprises about 60% of the population in our data set, and includes everyone who identifies as either moderate or somewhat conservative ideologically.