Chapter 7. Engaging Diverse Readers

Climate change affects everyone, but not everyone relates to climate news in the same way. A one-size-fits-all story can easily miss the mark with large portions of the public. Research in Canada, for instance, has identified five distinct audience segments on climate change – ranging from the “Alarmed” to the “Dismissive” – each with different attitudes and levels of engagement (1). This means journalists must think critically about who their audience is and how that audience will receive a climate story. Tailoring climate journalism to diverse audiences is not about compromising facts or integrity; it’s about meeting people where they are so the story truly resonates (2). In the context of mental-health aware climate reporting, this also means delivering information in ways that inform and empower without overwhelming or alienating.

Age and Life Stage Considerations

Generational differences play a big role in how climate stories are perceived. Younger people today have grown up with climate change as a household term, and surveys find they tend to worry about it more than older generations. For example, 70% of U.S. adults aged 18–34 say they worry about global warming, compared to 56% of those 55 or older (3). In Canada and elsewhere, youth are often at the forefront of climate activism, and they are highly alert to the issue. However, simply being concerned doesn’t mean they engage with every news story on the topic. In fact, despite high concern, younger generations sometimes show lower civic engagement on climate issues than their elders (3). This paradox means journalists must do more than sound the alarm – they need to connect with young audiences in meaningful ways that translate concern into understanding and action.

When reporting for children or adolescents, it’s crucial to use age-appropriate language and context. Complex scientific jargon or dystopian forecasts can cause confusion or unnecessary anxiety in kids. Experts suggest that communicating with children about climate should be honest but hopeful, developmentally appropriate, and action-oriented (4). In practice, this might mean focusing on tangible examples (like how local weather is changing or how a community garden helps the environment) rather than abstract global indices. It also means highlighting solutions or actions children can relate to – stories of young people planting trees or inventing climate solutions can inspire rather than frighten. By framing stories to show that problems can be solved, journalists help younger audiences feel empowered, not paralyzed. This is mentally healthier for kids, who might otherwise feel overwhelmed by climate doom. A climate story for a school-aged audience, for instance, might describe how students in one city started a recycling program that made a difference, using clear and positive language.

With teenagers and young adults, journalists can usually delve into more detail, but tone still matters. Many teens are acutely aware of climate threats (some experience “climate anxiety”), so reporting that only emphasizes catastrophic outcomes may backfire. While it’s important to be truthful about risks, coverage should avoid framing the problem as unsolvable. Leading climate scientists have cautioned that “doomist” storytelling – painting the future as hopeless – can feed despair and hopelessness (5). Instead, combining factual reporting with narratives of resilience or innovation can keep young audiences informed and motivated. For example, an investigative piece on wildfires could include how communities are adapting and recovering, not just the destruction. Such balance helps maintain credibility while safeguarding mental well-being.

For older audiences, many of whom did not grow up hearing about climate change, the challenge is different. Some older adults may feel disconnected from the issue or set in their views. Journalists might need to bridge knowledge gaps by drawing parallels with events this generation has experienced. Referring to historical environmental challenges (like past severe droughts or the fight against acid rain) can provide context that resonates with older readers or viewers. It’s also useful to acknowledge practical concerns: older individuals might be more interested in how climate impacts things like public health, the cost of living, or their grandchildren’s future. Framing climate stories around these relatable points can spark interest. Communication research consistently shows that people’s values and life experiences influence their response to climate information more than just their level of scientific knowledge. An older farming community, for example, might respond well to a story on shifting growing seasons that affect crop yields, because it ties climate change to their daily life and values. By starting on common ground – using clear language and familiar examples – journalists can engage older audiences who might otherwise tune out abstract climate discourse.

Cultural and Community Context

Culture and community shape how audiences interpret climate stories. Different cultural backgrounds and belief systems lead people to connect with the issue through different lenses. As the IPCC’s communications guidance notes, there are no magic words that work for everyone, but climate communicators will be more effective if they “connect with what matters” to each audience. This means understanding the values, traditions, and concerns of a community and framing the story in that context.

In practice, cultural tailoring could be as simple as referencing local customs or livelihoods tied to the environment, or as nuanced as acknowledging spiritual perspectives on nature. For instance, a story about melting permafrost in the Arctic would do well to include the perspectives of Inuit or Dene people for whom the land is deeply intertwined with cultural identity. In North America, many Indigenous communities view climate change through a lens of stewardship and ancestral responsibility to the Earth. Journalists covering climate change can offer a much fuller picture by working closely with Indigenous sources (6), drawing on Indigenous knowledge and lived experience in addition to scientific data. This collaborative approach not only enriches the story but also grounds it in cultural reality, making it more relevant to both Indigenous and non-Indigenous readers.

It’s equally important to avoid cultural pitfalls in climate reporting. Studies of climate journalism have found that media often portray Indigenous peoples as mere victims or “harbingers” of climate change – highlighting their vulnerabilities while overlooking their agency and knowledge (7). Indigenous knowledge might be mentioned only to “corroborate” Western science or in a romanticized way (7), rather than being presented as a robust source of insight on its own. Journalists should strive to break out of this pattern. Instead of using Indigenous communities only as a backdrop for dramatic climate impacts, reporters can center their voices and solutions. For example, a piece on forest management might explore how First Nations’ traditional burning practices reduce wildfire risk, treating Indigenous experts as equals to academic scientists. By respectfully integrating such perspectives, a journalist makes the story culturally relevant and avoids one-size-fits-all narratives.

Cultural tailoring isn’t limited to Indigenous communities. North America’s population is immensely diverse – ethnically, religiously, and in terms of urban vs. rural lifestyles. A climate story that resonates in downtown Toronto might fall flat in a small Prairie town, not because people care less, but because their context and priorities differ. Urban audiences might connect with stories about public transit and green technology, while rural audiences might respond to stories about farming, water supply, or faith-based stewardship. The key is to frame climate impacts and solutions in terms that align with the audience’s worldviews and daily experiences. If reporting for a community of faith, for instance, a journalist might highlight moral responsibility for Creation or caring for one’s neighbors in the face of floods and fires. If reporting for a business-focused audience, emphasizing economic opportunities in clean technology or the cost savings of energy efficiency can make the climate narrative hit home. By framing the message in the audience’s “language” of values, journalists uphold accuracy while making the story relatable.

Regional and Local Relevance

Climate change is a global issue, but people often respond most strongly to what’s happening in their own backyard. Effective climate journalism therefore pays attention to regional context. Audiences in different geographic areas experience climate impacts in varied ways – and they may also have distinct political or economic landscapes that influence how climate news is received. In Canada, for example, residents of coastal British Columbia have vivid memories of extreme wildfires and heatwaves, whereas Atlantic Canadians might be more attuned to intense storms and coastal erosion. A story about sea-level rise will feel urgent in Halifax but perhaps abstract in Saskatchewan; conversely, a story about drought-resistant crops might be vital in the Prairies and of less immediate interest in rainy Vancouver. Journalists should localize climate stories whenever possible, explaining what a global trend means for the specific region or community they serve. Even when reporting on international climate developments, tying in a local angle (like how a distant climate event could ripple into local food prices or migration) will help readers connect the dots.

Research underscores the value of localizing climate content. Communication experts advise avoiding only citing “big numbers” or global averages that “don’t relate to people’s day-to-day experiences”, and instead to “start your climate conversation on common ground” that the audience knows (). For instance, rather than leading with an abstract statistic about 1.5°C warming, a reporter might open with a story of a local farmer observing changes in the growing season, or a longtime resident noting that a once-rare flood is now a regular occurrence. These concrete examples provide an entry point that makes the climate issue tangible. Similarly, focusing on local heroes or community efforts – such as a town that built resilient infrastructure or a neighborhood that banded together after a hurricane – can illustrate broader climate concepts in a way that feels immediate and relevant.

Localizing also means being mindful of regional sensibilities. Within North America, attitudes toward climate change can vary by region due to economic drivers and historical context. A journalist reporting in an oil-producing region, for example, might encounter more skepticism or economic anxiety around climate topics. In such cases, it’s important to frame stories with empathy and nuance – acknowledging people’s livelihoods and identity. A piece about renewable energy jobs could be tailored to show how skills in the oil industry are transferable, or how diversifying the local economy might provide stability. By situating climate stories within the local economic and social context, journalists can engage audiences who might otherwise feel defensive or overlooked. Indeed, “the relevance of these stories to their own community is [often] their gate to climate action”, as one analysis of local climate journalism put it (8). In other words, people often start caring about climate change when they see how it connects to the place and the people they love.