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

When people think of climate advocates, they often picture urban environmentalists. These advocates have worked hard to gain support for climate action through protests and petitions. However, many Australians are still skeptical about climate change. Around 60% acknowledge human-caused climate change, which is lower than in many other countries.

Some groups, like conservatives, certain business sectors, and specific religious communities, don’t easily accept climate advocacy. For these skeptics, the traditional voices of climate activism may not resonate. So, how can we reach these communities?

One promising approach is to embrace unconventional climate advocates—people from different backgrounds who can connect with skeptics. For instance, groups like Farmers for Climate Action are crucial. They’re not traditional environmentalists, but they advocate for climate action based on shared experiences and local values.

There are two main types of unconventional advocates: role-based advocates and bridge-builders. Role-based advocates come from groups not usually seen in climate activism, like doctors and firefighters. They change the narrative about who engages in climate issues. On the other hand, bridge-builders link groups that may have conflicts with environmentalists but can communicate climate messages effectively, such as farmers and religious organizations.

Why do these advocates matter? Simply put, people trust insiders more. When advocates from familiar backgrounds speak up, their messages resonate better. For example, a farmer advocating for climate action is more persuasive to other farmers than a city environmentalist would be. Our research highlights how these advocates, despite being outside the mainstream environmental movement, can significantly influence public opinion.

Using social network analysis, we mapped over 3,000 advocacy groups in Australia. This research showed that unconventional advocates are less intertwined with traditional organizations like Greenpeace. This separation can help them avoid being dismissed as “greenies,” which may be viewed negatively in rural communities.

So, does unconventional advocacy work? Yes, it often gets more favorable media coverage. In a study analyzing over 17,000 Australian news articles from 2017 to 2022, we found that while traditional groups like Greenpeace received the most attention, unconventional advocates were often described in more positive terms. Even conservative media outlets tended to focus on their achievements rather than conflicts.

In Australia and beyond, climate action is becoming polarized along political lines. Engaging unconventional advocates can help unite diverse communities and amplify new voices in the climate movement. Their unique perspectives can bridge gaps and break down barriers that often prevent discussion.

Today’s challenges demand creative solutions and fresh approaches. By diversifying the conversation around climate advocacy, we can inspire wider support for meaningful action against climate change.