"This policy study develops the basis for a convincing narrative on the Just Transition. We first identify some of the obstacles that currently stand in the way of effective climate communication, making specific mention of some ideas about climate psychology, and analyse a number of narratives that actively jeopardise climate action. These include denialist, delayerist and narratives of doom. Following that, we provide an example of how a different, justice-based narrative can be created, based on concrete examples of effective climate action across communities in the EU. Finally, we give recommendations that can be used to adopt and deliver positive climate narratives more broadly.

We recommend a focus on social justice when thinking about climate action, so it accounts for socio-economic disparities, racism, and gender inequalities. Ignoring these aspects can lead to socially unjust outcomes, such as “renovictions” and green gentrification.

It is crucial to develop narratives that highlight the immediate impacts of the climate crisis on everyday life, linking these effects to broader social injustices. This approach helps to create more relatable and urgent narratives, countering the trend of viewing climate action as beneficial only in the long term. "

Support: Digital

ISBN (PDF) : 9782931233887