Mōrena. As another intensified cyclone batters the North, a gutting study was quietly released: the proportion of New Zealanders who think we should be doing more about climate change has plummeted from 64% to 54% in one year, and our concern about climate impacts has also dropped from 80% in 2023 to 69% in 2025. This is in opposition to most other countries, where desire for more action is increasing.
When we launched this newsletter three years ago, I believed data and evidence would drive climate action. I was wrong. The gap between people’s values and action isn’t about information – it’s about communication. Every country, region, and community has differences in public opinion, and it’s up to us to make sure we shape it. Here’s how:
Paint a better future for your audience. Doom & gloom messaging often backfires. Instead, tailor positive visions by connecting climate action to the things they already value, like health, affordability, and protecting the things they love. Focus on persuadables within your sphere of influence.
Provide clear actions and celebrate progress. Focus on realistic, systemic changes that make climate-friendly choices easy for everyone. Then highlight all the small and diverse wins, whether it's switching from gas heaters to heat pumps, to making a vegan meal, to trying an e-bike, to demonstrate that change is possible and already happening.
Repeat the message. The marketing rule of thumb says people need to see a message 7 times before taking action. For climate messaging, it can be more like 20-80 times monthly. We must consistently talk about the facts, fears, and hopes about our climate – including linking extreme weather events to climate change.
A recent study shows that a whopping 89% of people worldwide want stronger climate action, but they mistakenly believe they're in the minority, leading to a "spiral of silence". This leads to politicians to underestimate public support for the climate action we desperately need (as proven in the UK and US), resulting in weak climate policy. New Zealand is no exception.
Public opinion can shift quickly (fossil fuel lobbyists know this). Our crucial goal is to get Aotearoa back into the vibe of the global majority, where more and more people each year are calling for better climate policies to protect the people and places we love, through great climate communication.
On the topic of comms, our newsletter team is looking for more volunteers! Email newsletter@climateclub.nz with a paragraph on why you’d like to join, relevant experience, and a writing sample.
What can we do today?
The most-clicked link last week was Gen Zero’s crowdsourced artworks!
🐝 5 minutes: Cart off the coal miners
Amidst the wild climate-fuelled Easter weekend weather, 70+ protesters occupied coal carts in the West Coast’s Denniston plateau. A collaboration between climate groups including 350 Aotearoa and Climate Liberation Aotearoa, this brought national attention to a proposed expansion of the coal mine, which would generate 53 million tonnes of CO2 - almost as much as the entire country emits in a year. They are now asking ANZ to stop supporting Bathurst to expand operations.
Action: Sign the petition demanding that ANZ stop supporting fossil fuel companies
Bonus action: Do you bank with ANZ? As a customer, your voice matters more than ever. Consider switching to a fossil free bank, but make sure you let them know your climate motivations first.Bonus action, 7pm Thursday online: Learn how to organise a protest at a local branch near you
🐇 15 minutes: Be your local focal point
Nationwide: Local elections are in 5 months. We need fresh faces among our representatives to push for more bold climate action now. We’ve teamed up with The Future is Rail to launch GLOW: a 12 week local government incubator to support new, diverse everyday folks to stand for local elections. We’ll provide professional development on how local government works, campaigning skills, climate policy, and a support network.
Action: Recommend a budding local leader (you?) to sign up here!
Bonus action: Register for our free public webinar to see if it’s for you, online next Monday 8-9pmŌtepoti/Dunedin, due 12pm Wednesday: Dunedin City Council is taking submissions on its 9-year plan. Unfortunately, the proposed plan doesn’t include any additional funding to reduce emissions, despite previously voting to support a Zero Carbon 2030 Plan–and they have excluded this from current consultation.
Action: Add your voice to Zero Carbon Ōtepoti’s community submission on the importance of lowering emissions, which will be presented to the council.New Plymouth: The New Plymouth District Council is taking consultation on its Climate Adaptation Plan. New Plymouth relies heavily on the oil and gas industry, so it is important that people concerned about climate change make their voices heard.
Action: Fill in the survey by May 15th
💃🏽 30+ minutes: Come sea change in the Pacific
Auckland | Tamaki Makaurau, 6pm Thursday 8 May: Oxfam is hosting a gathering of partner organisations from Solomon Islands, Papua New Guinea, Tuvalu and Timor Leste working at the community level to respond to the challenges of climate change.
Action: Register for the event and join Oxfam and their Pacific partners in learning about their climate work
Online, 6:30pm today: The Fossil Fuel Non-Proliferation Treaty Aotearoa campaign, led by a collective of Māori and Pacific climate activists across Aotearoa New Zealand, are delivering a series of talanoa/kōrero with amazing people from across the globe.
Action: RSVP here to join the next talanoa/kōrero, all welcome!With rollbacks in climate law and policy overseas and closer to home, now’s the time to learn more about what makes a successful legal campaign.
Action: Join the Lawyers for Climate Action info webinar on being a climate-conscious lawyer (it’s open to non-lawyers too!)
That’s all for today, folks 👋🏽 Thanks for taking action. Enjoy this comedy skit which shows how positive, subversive climate messaging can reach climate newcomers.
See you next week,
Jenny & the Climate Club team
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I received this in an email. Thank you! Can I get it every week as email. I don’t see it on Substack. Thank you!!