What’s the Story? Why the Way You Talk about Climate Matters

It was a dark and stormy night. Just kidding! But that caught your attention, right? It probably did, because we are naturally drawn to stories. When information comes in the form of a story, we are far more likely to remember it—some say 22 times more likely. Our brains light up differently when we hear a story, and there’s a better chance that we’ll take action afterwards. This makes storytelling an ideal method for communicating about important topics, including the climate crisis.

Strategic communication is a necessary component for reaching climate goals. A recent study surveyed nearly 60,000 people from across the globe and found that the belief that we need “immediate, increased government action on climate change” doesn’t necessarily translate to support for specific policy actions without the right messaging. In other words, by communicating effectively about all of the critical climate work being done, we have the power to amplify its impact. But communicating about the climate crisis presents some unique challenges. The impacts can feel distant, and so can the solutions. There is a lot of technical jargon. And there is some level of uncertainty baked into all of it.

That’s where storytelling comes in. Stories offer a familiar framework for new information, making it easier to digest. Stories usually follow similar, predictable patterns, which we encounter over and over again; in fact, there are only about six basic plot lines that most stories follow. When we recognize the familiar structure of a story, it provides a mental shortcut: because we’ve heard some version of the story before, we can quickly identify what’s important and why we should care. All of this makes storytelling a powerful tool in the climate toolbox—one that can get around those communications challenges by making climate issues feel personal and immediate.

Stories are particularly effective when it comes to the work of climate justice. For one, storytelling necessitates listening, a key component in uplifting communities and advancing justice. To tell a story, “you have to decide that you want to listen to what other people have to say,” as climate journalist Neel Dhanesha explained in a recent conversation on our podcast. “You ask questions that engage with what [people are] telling you. And the story will follow.” Telling a story also requires making choices about whose perspectives to include. Who are the protagonists? The antagonists? What details do we learn about them, and what conflicts do they face? Asking these questions creates an opportunity to consciously examine our own perceptions and biases.

Stories can also be a powerful organizing tool, as community organizer Dr. P Qasimah Boston explains in this webinar about environmental justice storytelling. The narrative nature of storytelling makes it the perfect medium for sharing frontline experiences in a way that reaches—and stays with—policymakers, leaders, and funders alike. For example, Dr. Boston recalls a story that was told at a summit on poverty: “[one] woman recalled a time when she was a child where they didn’t think about...having enough food, because food grew everywhere in the community. Fruit trees were everywhere. So when it was time to eat, they didn’t have to run home to eat, because they could just grab an orange or a kumquat or a fruit in their community.” This story was memorable and resonated with people, driving home the message that food insecurity hasn’t always existed in the past, and thus, doesn’t have to exist in the future. Stories like these also allow community members to share and compare their experiences with one another, which creates an opportunity for building power.

So, whether you are working on climate, food insecurity, or another important issue, how can you start using storytelling in your own work? The good news is that we all know how to tell stories; we’re evolutionarily wired for it. It’s one of the things that makes storytelling such an effective and dynamic tool. Still, if you want a refresher, this quick guide from the American Public Health Association covers the basics.

It’s also important to become familiar with how stories already operate in our society as we grapple with the climate crisis. Right now, certain narratives dominate the discussion about climate (think: dystopia, techno-savior, doomsday). This storytelling toolkit provides a look at the limitations of these common narratives, and makes specific recommendations for new types of narratives that are needed to reach a wider audience (climate solutions sit-com, anyone?).

As journalist Tik Root explained on the latest episode of Recharged with the State Impact Center, the best way to become a good storyteller is by consuming good stories. So here is a sampling to get you started!