Misinformation and biases across politics, news and social media play a big role in driving scepticism and dampening the voices of the climate majority. If individuals feel they are in a minority they are less likely to speak up or act. And MPs are less willing to vote or advocate for green policies, stalling progress. So, how can we challenge misinformation and biases to become more united in tackling the climate crisis together? 

Share human stories that build trust 

Technical jargon around net zero and decarbonisation targets don’t resonate with most people. These terms can make climate change sound like a vague, abstract phenomenon, undermining its direct impact on our everyday lives. Instead, we need storytelling that people can see themselves in and connect with, such as community energy successes. Stories of communities coming together to build clean energy projects in their area demonstrate the real life benefits of the transition on people’s doorsteps – such as boosting local revenue streams and providing green jobs. They also show collective action in practice – communities across the UK right now are acting as agents in the climate emergency. The Ambition Community Energy wind turbine, which Thrive is invested in, is a great example of this. As well as providing a new revenue stream to drive regeneration in the local area, plans for an Energy Learning Zone will inspire young people and upskill residents to pursue green careers.  

Combat misinformation 

Recently we’ve seen a surge in misinformation on the climate crisis across politics and media, from flat out denialism to misleading headlines about the cost of climate action. Whilst these voices might sometimes feel like the loudest in the room, let’s remember the 89% of us who disagree with them. The fight against climate misinformation is a global effort, but by  sharing our vision of a better future, we can make a difference; calling out false information and referring to trusted sources. The Intergovernmental Panel on Climate Change (IPCC) is widely recognised as the most credible source of information related to the science of climate change. Verified is another great source for fact checking issues relating to the climate crisis – it is a United Nations initiative to provide accurate information during global crises. And Thrive has created our very own myth buster, with tips on how to set the record straight on renewables.  

Connect and collaborate  

Simply telling people they’re part of a majority can help boost engagement with climate action. The more we talk about climate change with others, the more we can feel supported, and there are number of ways we can connect to increase collective action. Organisations like Friends of the Earth and Greenpeace UK are a great place to start if you’re looking to find local climate action groups near you. Collaboration is the only way that we will tackle the climate crisis, which is why we bring together a range of individuals, businesses and communities to build clean energy projects, faster. Since building some of the UK’s first wind turbines in the late 90s’, together as a community we’ve built and funded 45 clean energy projects – generating over 2 million MWh of clean electricity. During that time, we’ve seen clean energy grow from the pursuits of a humble few to providing 60% of the UK’s electricity mix today. That’s the power of collective action.