Climate disinformation is no longer confined to fringe corners of the internet. It is systemic and amplified by well-resourced actors including fossil fuel companies, media and political leaders, who deliberately undermine scientific consensus, discredit clean energy policies and sow doubt to delay meaningful action. Climate disinformation is a growing threat to public understanding and trust. Disinformation campaigns intentionally overload audiences with conflicting narratives, creating confusion and apathy.
To help climate leaders make sense of this complex landscape, Climate Access brought together Elyse Martin (Manager, Persuasion Research and Campaigns, Environmental Defense Fund) and Kate Cell (Senior Climate Campaign Manager for the Climate & Energy program, Union of Concerned Scientists) on May 6th to share their expertise on identifying and overcoming climate disinformation, navigating platform manipulation and responding strategically to strengthen climate narratives. Here are some key themes that emerged:
Why does climate disinformation matter?
The goal of the people who originate, fund and/or spread disinformation is to:
- Deny the truth of climate science
- Deceive the public about what’s happening
- Delay vital progress on climate change
What is the difference between misinformation and disinformation?
Campaigns to confuse the public and discredit climate science are organized, well-funded, and often draw from political playbooks. Misinformation, while false, is not intended to harm, however, disinformation is purposefully false. Disinformation escalates the cultural battleground where science becomes a key matter of identity.
When confronting questionable content, ask yourself:
- Do you recognize the source? Does it reference one that you can easily find?
- Does the information in the post seem believable?
- Is it written in the style you’d expect from a professional news organization?
Then double-check the facts to verify.
What should we do about misleading posts on social media?
Demand transparency, accountability and safety. There are tools like Community Notes, as well as platform reporting features. But remember, don’t let disinformation set your agenda.
What’s the best tactic for responding to false claims?
Don’t engage with disinformation. The most effective route is to share simple, frequent messages from trusted messengers. Keep in mind that the most trusted messenger is usually not a politician.
It’s important to avoid amplifying false claims, which can make the mis-/disinformation more prominent. Post the facts and open up a dialogue when possible. Rather than a direct rebuttal that may increase engagement to the disinformation, focus on developing value-based messages that reinforce shared beliefs and are delivered by trusted messengers.
Rather than responding directly to disinformation, find opportunities to continuously repeat the connection between fossil fuels and climate change.
How do you engage audiences who are already influenced by climate disinformation?
Start with shared values, such as economic opportunity, health, or safety. Determine who they are most likely to trust based on their interests and community involvement.
When engaging in one-on-one conversation about mis-/disinformation, remember to:
- Pick your battles.
- Emphasize your relationship and what you have in common.
- Focus on their motivation.
- Aim for a dialogue, not a lecture.
- Show empathy and stay patient.
How do we address the impacts of AI on spreading disinformation and contributing to climate change?
There’s currently advocacy work being done to raise awareness of the problem, including local movements to combat AI server farms. We need to raise public understanding of the environmental cost of AI, as well as its role in spreading information that is not based on evidence or peer-review processes.
How do we reframe the conversation?
Use a “truth sandwich”: Lead with the facts, introduce the misinformation, share the logic behind it (i.e. why the lie is being spread), and end with another fact.
Remember that we have all experienced extreme weather. Sharing personal experiences is powerful and more difficult for someone to refute.
We also need to move beyond reactive communication and toward proactive narratives that make the climate conversation personal and relevant. By grounding our communications and engagement in authentic relationships and shared values, we can build support for climate action.
Watch the webinar recording to learn more.
Check out these related resources recommended by our expert panelists:
- UCS Disinformation Playbook
- UCS How to Counter Disinformation
- Decades of Deceit: The Case Against Major Fossil Fuel Companies for Climate Fraud and Damages
- Greenlight America
- Indivisible Truth Brigade
- Climate Action Against Disinformation
- Danger Season wrap up
- Extreme Weather, Extreme Content: How Big Tech Enables Climate Disinformation in a World on the Brink
- Good Climate News
