How not to talk about climate change: agency, not urgency

Corporate messages about the climate crisis can evoke feelings of helplessness. In contrast, life-affirming narratives can help drive constructive climate action. Use this checklist of dos and don’ts to ensure you are sending out the right signals.

Don’t:

Use language centered on urgency and catastrophe.
Highlight collapse and loss, such as the disruption of ecosystems, the loss of biodiversity, and supply chain breakdowns.
Use metaphors oriented around surviving in a hostile environment.
Put out messages that can inadvertently cultivate resignation, leading to inaction.
Use mechanistic terminology with regard to business models.
Go into denial about the challenges.

Do:

Use language that cultivates a sense of purpose, interconnectedness, and hope.
Highlight business models that align with the life-supporting systems of the natural world.
Use metaphors of stewardship and growth within a thriving ecosystem.
Communicate the potential for business to be part of solutions rooted in collaboration, regeneration, and creativity.
Talk about ‘becoming’ (versus change), as this implies agency of the individual, group, or organization.
Hold open, honest, and heartfelt conversations about sustainability.
Talk about redesigning systems for long-term flourishing,
Use the language of the Inner Development Goals to encourage individuals to align their actions with a deeper sense of purpose.

Key learning

Corporate leaders can inspire their teams by acknowledging the significant challenges and then focusing on the positive actions that can be taken today, emphasizing agency and accountability. This approach helps people reconnect with their purpose, encouraging a mindset of possibility rather than fear.

Susan Goldsworthy

Affiliate Professor of Leadership, Communications, and Organizational Change

Susan Goldsworthy is Affiliate Professor of Leadership, Communications and Organizational Change at IMD, where she directs the Executive Coaching Certificate and Leading Sustainable Change programs. She is a co-author of three award-winning books. She is also an Olympic finalist and an ordained OneSpirit Interfaith Minister, as well as a highly qualified executive coach, and is trained in numerous psychometric assessments.