Beyond the Green Gloss: Communicating in a Biodiverse World

With  climate conversations competing, communicating success on climate action has never been more challenging.

It is no surprise therefore, that the International Labour Organisation (ILO) estimates that nearly 24 million new jobs by 2030 will be created due to a global shift towards a greener economy. And, what’s more, these jobs would require strong communication skills which can mobilise people, change perceptions, and inspire collective action toward preserving our planet.

It is no wonder that  eco communication is fast emerging as a dynamic and important field. This area of study and practice focuses on ways in which information about the environment, sustainability, and ecological impact is communicated to diverse audiences. Let us understand how…

A fundamental aspect of eco-communication is simplicity and accessibility. Environmental topics are often complex and multifaceted, involving scientific data, policy debates, and social dimensions. Making them simple and relatable can ensure that everyone, from a layperson to an subject matter expert, can understand the urgent need for sustainable practices. For instance, replacing the term like “carbon sequestration,” with how tree plantation can help “capture and store carbon” makes it easy to understand.

Storytelling plays a pivotal role in eco-communication. Reflecting personal experiences, emotions, it can humanise environmental issues, illustrating how its impact on individuals, communities, and future generations.  Visual communication is another powerful tool, as it can convey the urgency of environmental issues in ways that words alone cannot explain. Use of images, Infographics, maps, and diagrams by communicators can often elicit emotional responses and deepen understanding, leading people to feel more motivated to act.

Capitalising on the vast potential of social media platforms, eco-communication can spread environmental messages at a huge scale and speed. Trending Hashtags like #ClimateAction, #SustainableLiving, and #ZeroWaste only make it easier to discover and join conversations about sustainability, creating an engaged community.

Another critical component of eco-communication is the emphasis on solutions, rather than just problems. Whether encouraging small actions like reducing plastic use or advocating for systemic changes, such as supporting clean energy policies, solution-oriented messaging empowers people to believe in their capacity to contribute to a sustainable future.

Moreover, eco-communication benefits from cultural sensitivity and inclusivity. Environmental issues affect different regions, communities, and populations in diverse ways, and tailoring messages to fit these varying contexts is essential. Indigenous communities, for example, have a unique bond with the land and valuable ecological knowledge that can contribute to sustainability efforts. Eco-communication recognises this potential to support sustainable initiatives.

The influence of eco-communication also extends to shaping policy and corporate responsibility at both the government and corporate level.  It is no wonder that today a growing number of workers are making the decision to walk out of companies whose environmental consciousness is not high and, values don’t align with their own. This is further fuelled by their increased education and awareness.

Having said this, it is not to say that eco-communication can be segregated from communication as a whole. Instead, today all forms of communication need to adopt a more holistic approach that integrates environmental considerations across all platforms and messages. As we approach the critical threshold of 1.5°C of global warming above pre-industrial levels, the role of environmental communication will be even more critical. It can inspire ambition, foster action, and drive the urgent measures needed to confront the climate crisis, paving the way toward a sustainable future for all.

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Shilpi Jain

Shilpi Jain heads the corporate communication function at IPE Global. She is a communication professional holding two decades of experience, responsible for developing cohesive messaging and multi-channel communication strategy, which elevates the company’s reputation, performance, and connection with people. Having worked in the Corporate space, Shilpi transitioned into the development sector in 2010 and spearheaded communication activities for the Government of India, International Aid organisations, and philanthropies. Prior to joining IPE Global, she worked with National AIDS Control Organisation (NACO), where she developed their digital media strategy and also supported several e-Campaigns. At WaterAid India, she successfully managed the India Sanitation Portal, launched at the South Asian Conference on Sanitation (SACOSAN) 2008 by the then Speaker of the Lok Sabha, Shri Somnath Chatterjee. She worked for nearly a decade with NIIT Limited and led several projects. She was given the Excellence Award in 2006 for creating a nation-wise Testing Certification platform.