A new model of communications research
A large body of research shows that people need to understand climate change as a narrative*, containing their own language and shaped by their own values and experience. Most climate change language however is dry, technical or too based in the campaign culture of the Global North. To date, there has been very little research into effective climate change communications for any Southern country.
This research is our first step towards redressing the balance. It finds the language around climate change and renewables that speaks best to the values and identity of people across India – a country chosen because of its critical importance in the world of climate change. It explores the attitudes of a wide range of people: urban professionals, remote farmers, people of progressive and conservative political values, and the young people who will determine the future of the country.