Climate change isn’t just a scientific issue, it’s a deeply political and social one. And while the science is clearer than ever, the path toward action is often blocked by something harder to detect: disinformation narratives. These are not just false claims, they are stories that frame climate action as something to fear, distrust, or reject.
Instead of saying climate change isn’t real, these narratives suggest that policies to address it are unfair, ineffective, or secretly driven by elite interests. Some claim that green reforms hurt workers and farmers. Others portray climate activists as out of touch or insist that climate policies are designed to take away personal freedoms. These narratives are persuasive not because they’re true, but because they tap into genuine emotions, frustration, uncertainty, and fear.
When left unchallenged, they shape public opinion in ways that delay or derail essential climate responses. If people believe that climate action is a threat rather than a solution, they’re far less likely to support it—especially when it comes to long-term policies like adaptation planning or investment in sustainable infrastructure.
But how can we push back against these narratives?
One of the most effective responses is awareness. Recognising the common patterns of climate disinformation is the first step. Narratives that rely on scapegoating, appeal to conspiracy, or oversimplify complex issues are often red flags. Understanding that these are not isolated claims, but part of broader framing strategies, helps individuals stay alert.
Another important tool is prebunking, a method of exposing people to misleading arguments in advance, alongside explanations of why they’re false or manipulative. This helps build resilience before the disinformation takes hold. For example, if we know that a narrative is likely to blame climate policies for inflation or job losses, we can provide context and facts ahead of time, rather than reacting too late.
Equally important is the way we communicate climate policies. If climate action is only presented in technical terms or from the top down, it becomes easier for disinformation to fill the emotional gap. But when we explain climate solutions in ways that speak to people’s real concerns—fairness, security, economic stability, they’re less likely to be swayed by misleading messages.
Finally, building trust is key. People are more open to information when it comes from sources they feel connected to, whether that’s local leaders, educators, scientists, or community voices. Strengthening those relationships makes societies less vulnerable to polarising narratives and more capable of acting together.
Disinformation may be a barrier, but it’s one we can learn to overcome. And doing so is essential if we want to respond to the climate crisis not just with knowledge, but with confidence and unity.
Want to learn more about how to recognise and respond to climate disinformation narratives? Explore our full module at the Digital Academy against Climate Disinformation.