Post by The Rockefeller Foundation

Climate action is still a winning issue. Across the US, UK, Canada, France, Germany, and Italy, support holds across generations and political lines. What's losing ground is the way we talk about it. New research from Potential Energy Coalition, supported by The Rockefeller Foundation and drawing on more than 83,000 people, finds that today's climate messaging is no longer breaking through. The problem was never talking about climate too much. It's that abstract targets like "net zero" and "decarbonization" rarely connect to what people actually care about. What does connect is concrete: the pollution affecting our health, the extreme weather reshaping our communities, the unfair costs landing on ordinary households. The research points to three shifts — lead with everyday consequences, name the cause plainly, and frame clean energy by what it delivers rather than what it restricts. The support for #ClimateAction is already there. The work now is telling a story that brings people in. Swipe through to see what's connecting with people right now.