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H&M Foundation's New Guide for Climate Communicators

The H&M Foundation, in collaboration with New Zero World, has unveiled a vital new resource aimed at empowering climate communicators. The guide, titled Pop Culture: Bursting the Climate Communications Bubble, is designed to reframe the conversation around climate action by utilizing cultural narratives to inspire behavioral change.

The guide emphasizes the role of storytelling in motivating action against climate change. While it's widely acknowledged that many individuals recognize the seriousness of climate issues and are worried about their consequences, raw data on the topic often falls short in guiding effective action. Pop Culture seeks to bridge that gap by providing narratives that resonate deeply with people's lived experiences, values, and emotions.

“Most people are aware of climate change and understand that human behavior significantly contributes to its escalation, but just presenting them with statistics isn't enough,” explained Karolina Fabó, Communications Strategist at the H&M Foundation. “Our aim is to highlight stories of success and progress that demonstrate actionable steps and solutions.”

Research conducted by top organizations like Kantar and the Yale Program on Climate Change Communication supports this approach, showcasing that people are more motivated by stories than statistics. This ensures that the climate discourse is relatable and aligns with individual values, ultimately engaging a broader audience in the climate conversation.

The guide offers a range of tools and insights tailored for various communicators, from environmental organizations to creative industry professionals. With a focus on practical applications, it outlines how storytelling can enhance climate communication strategies. The initiative aims to shift perceptions of climate action from daunting challenges to achievable goals, thereby fostering a sense of empowerment among the public.

Lead author Ross Findon, Communications Director at New Zero World, also shared insights on the cultural importance of this communication guide. “We often treat the climate crisis as purely an informational issue, akin to a test with clear answers. The reality is, much of how we behave is influenced not just by facts but by how we interpret them. That’s where cultural context plays a crucial role,” he stated.

In light of increasing urgency regarding climate issues, this resource highlights a proactive pathway for communicators. It encourages innovative thinking around how narratives can be constructed to engage audiences effectively and ignite a passionate response toward climate action.

As part of their commitment to sustainability, the H&M Foundation is dedicated to halving the textile industry’s greenhouse gas emissions every decade while ensuring a just transition for individuals and communities affected by these changes. The collaboration with New Zero World aims to enhance climate literacy and storytelling in creative formats, helping create narratives that not only inform but inspire hope and action.

Pop Culture: Bursting the Climate Communications Bubble is now available for download and marks a significant step forward in climate advocacy. The foundation encourages all interested parties to access this guide and leverage its resources in their climate communication efforts.

For more information and to download the guide, visit climatecommunications.earth.