Unlocking New Audiences: How Farmers, Investors, Miners, and Parents Can Become Effective Climate Advocates

When we think about climate advocates, we often picture environmentalists from urban areas. While they play a big role in pushing for climate action through protests and petitions, not everyone agrees on the issue of climate change.

In Australia, many accept that climate change is real and mostly caused by humans, but this number stands at only about 60%. This is much lower than in other countries. Some groups still resist this view, including those in conservative politics, certain businesses, farmers, and parts of the religious community.

To engage these skeptical groups, we need unconventional climate advocates—those who come from different backgrounds and can connect with holdout communities. Examples include organizations like Farmers for Climate Action and the Investor Group on Climate Change.

These advocates can broaden the climate movement by reaching people who might not listen to traditional environmental messages. Our research shows that they often get more positive media attention, which can help build understanding and acceptance of climate issues.

So, who are these unconventional advocates? There are two main types:

• Role-based advocates come from groups not usually seen in climate advocacy, like parents, doctors, and firefighters. They help reshape our understanding of who cares about climate issues.
• Bridge-builders belong to groups that may have conflicting interests with environmental concerns, such as farmers or industry workers. They can help connect their communities with the broader climate movement.

Why is this important? People tend to listen more to those they relate to. For instance, if a farmer speaks about climate change, other farmers are more likely to pay attention than if a city-based environmentalist does. Our studies suggest that these unconventional advocates are not as tightly connected to mainstream environmental groups, which can actually work in their favor. By not being seen as part of the “greenie” stereotype, they may be more effective in rural areas where skepticism about environmentalists is stronger.

So, does unconventional advocacy actually work? Yes, it appears to have a positive impact. Coverage of unconventional advocates tends to be more favorable compared to traditional environmentalists, who can sometimes be framed negatively, especially in certain media outlets.

With climate action becoming a political issue in many places, including Australia, the need for a diverse range of voices is more pressing than ever. Unconventional advocates can help bridge divides and engage communities that might otherwise be overlooked, making them essential in the fight against climate change.