Case Study - The U.S. Narrative Landscape for Climate Justice Communications
This report from The Solutions Project examines the U.S. narrative landscape for climate justice communications in the wake of the 2024 election, drawing on interviews and focus groups with over 50 practitioners, researchers, and movement leaders. It identifies key challenges facing climate communicators, including a fragmented media environment dominated by right-leaning content, overly technical and exclusionary language, under-resourced grassroots organizations, and audiences paralyzed by despair rather than moved to action.
At the same time, the report highlights significant opportunities: authentic community storytellers, Spanish-language and micro-influencer ecosystems, culture-first tactics embedded in entertainment and the arts, and hope-based messaging tied to concrete action pathways. A central insight is that there is no single “movable middle” — building a winning climate constituency requires a “quilt square” approach that reaches diverse audiences through many culturally resonant entry points, trusted messengers, and tailored platforms simultaneously.
The report concludes with a call for funders and communicators to invest in coordinated flexibility, local infrastructure, and relationship-centered storytelling that empowers the 60 million Americans already alarmed or concerned about climate to take meaningful action.
