Media coverage of climate change is on the decline. In 2025, global coverage dropped by 14%. This is surprising, especially considering that it was one of the hottest years on record. Major climate events, like wildfires and heatwaves, impacted many lives, yet the stories behind these events received less attention.
Traditionally, newsrooms had dedicated climate sections. Reporters were experts, and audiences knew where to find climate news. But as news budgets shrink, these sections disappear. Climate stories often don’t reach the public, which is a problem since most people learn about climate change through news, not scientific papers.
When climate issues are treated as separate from daily news—like business, health, or culture—they can seem optional. If climate isn’t part of economic discussions, people won’t see it as a financial issue. For instance, if a wildfire is covered only as an environmental disaster, it might not connect with a wider audience. However, if it’s framed as an insurance crisis or a public health emergency, it gains broader relevance.
According to recent studies, engaging storytelling is crucial for retaining audience interest. People are often overwhelmed by news and are more likely to engage with stories that relate to their everyday lives—work, finances, and health. Therefore, climate stories must connect with these interests to capture attention.
Experts suggest that brands and storytellers need to focus on a few key approaches:
- Start with real impact: Focus on how climate change affects audiences today.
- Use the right context: Adapt stories to fit the interests of different reporters, whether they cover business, health, or politics.
- Avoid exaggeration: Misinformation or overstatement can damage trust.
- Use specific examples: Concrete details resonate more than vague promises.
The truth is, climate isn’t competing with other news; it’s shaping many of them. Extreme weather impacts labor laws, housing markets, and global economies. Climate issues intersect with every major topic today.
As climate storytelling evolves, it must adapt to new environments. The most impactful stories will be those that weave climate narratives into the fabric of everyday discourse, ensuring that the public understands climate as an integral part of their lives.
For more insights on effective climate communication, consider exploring Pace Public Relations, which partners with brands and scientists to promote meaningful climate narratives.
Content Sourced from scoop.co.nz, Original URL: link.
