What Do Canadians Really Think About Climate Change in 2023? Event Recap

Chris Hatch emphasized the need to talk more about getting off fossil fuels and electrifying everything. He recommended that we continue highlighting that human activity—specifically our use of fossil fuels like oil, gas, and coal—is the main driver of climate change and that the simple solution is to electrify everything. He said it’s important to remember that the general public hasn’t fully grasped this concept yet. If we can get everyone to understand the urgent need to move away from fossil fuels and embrace clean electricity, then the more complex policy measures and technical details will make sense within that framework.

Cara Pike said it’s crucial to have the right messengers who stay in their lane of expertise. We need more health professionals talking about health risks caused by extreme weather and gas in homes. Experts in economics and finance should discuss the financial opportunities of transitioning to cleaner energy sources. And climate and environmental advocates can hold governments and businesses accountable. Messaging is most effective when messengers stick to what they know best.

Dr. Valériane Champagne St-Arnaud recommended teaming up with marketing experts and selling the dream of a better life. Marketers and publicists are professional dream sellers—they have the power to sell us new aspirations. Communicators can partner with them and focus on the advantages of transitioning to a new sustainable lifestyle that benefits you, your family, and your community.

Chris highlighted the need to go beyond easy and noncontroversial pathways such as the focus on nature-based solutions, which alone can’t effectively address the root of the issue: fossil fuels contribute 80% to the problem. While tree planting, nature conservancy, and habitat restoration are important, we must prioritize addressing the production and burning of fossil fuels. As climate advocates and communicators, our role is to keep the spotlight on the urgent need to transition to electrifying everything and reducing reliance on fossil fuels.

Cara said we need marketing campaigns that explain the pathway to change, its benefits, and how people can participate. Civil society can play a part in this, but for widespread impact we need the government to take the lead. It’s crucial to start normalizing the idea that we’re on a transition pathway and there will be benefits for everyone, especially those most affected by climate change.

Chris highlighted misinformation in the eyes of an uncertain public provides fertile ground for confusion. He noted that a significant portion of the Canadian population, approximately one-third, remains unsure about the validity of the following statement: “You cannot power an industrial economy with renewable energy alone.” The challenge lies in the evolving discourse surrounding climate change: the move from climate denial to climate delay. Delay tactics have proven to be effective at permeating society, and it’s something communicators need to address. As researcher Erick LaChapelle says, “This kind of confusion, and the misinformation that feeds it, is a vulnerability for the social acceptability of a clean energy transition.”

Valériane said we need citizens to be both lucid and optimistic. People should be aware of the reality that climate change is already affecting us. It’s equally crucial for them to maintain a sense of realistic optimism grounded in the progress and momentum already underway. We have the power to make a difference and there’s a clear path toward climate action. It’s important to emphasize that we can embrace a mindset that combines optimistic thinking with a clear understanding of the situation.

Chris said emphasizing the voices of scientists, health professionals, and academics in our messaging is crucial. Scientists and doctors hold the highest levels of trust among the Canadian public. University researchers in their respective fields are also trusted sources of information. To leverage this trust, it’s important to amplify the voices of scientists, academics, and doctors whenever possible. Incorporating phrases like “scientists say” or “scientists agree” in our communication can be effective. Research conducted in the United States found that while there is an overwhelming scientific consensus on climate change and the way forward, the public is not fully aware of it. Only about half of the public realizes that 99% of scientists are in consensus on these issues. Increasing public awareness of the scientific consensus opens up opportunities for engagement and a better understanding of related topics.