Storytelling won’t solve the climate crisis, but it can help

February 16, 2026 | Gemma by

Gemma

Browse any news media and you’ll see it: increased flooding, uncontrollable wildfires, extreme storms, prolonged drought…real evidence that our climate is changing. We have more data about climate change than ever before, but behaviour (personal or corporate) isn’t shifting at the pace needed to make a meaningful difference.

According to global climate bodies like the World Meteorological Organisation, the last decade has seen record-breaking temperatures, accelerating impacts and narrowing windows for action. At the same time, research from organisations such as Climate Outreach suggests that many people feel overwhelmed, disconnected or unsure how climate change relates to their own lives. 

This cognitive gap is a problem because it means behaviour doesn’t change. And without behaviour change, even the best science or most alarming facts struggle to result in real-world impact.

The reality is that facts and information alone rarely change behaviour. But stories can.

At Mosaic, we’re expert at highlighting how actions align with values – telling the story you want to tell. And with CEO Karen Ainley’s “Conscience Marketing” framework and professional drive to bring sustainability to the fore in marketing, we are all conscious of the environmental challenges our world faces.

Climate facts alone don’t change behaviour

Climate communication has historically leaned heavily on facts, figures and forecasts. Rising global temperatures. Melting ice caps. Targets missed by 2030. All of this is accurate and important, but it is also abstract and in the future. It’s not happening now. Life will be the same tomorrow and everyday pressures come first.

On top of this, psychologists increasingly point to climate fatigue; a response where repeated exposure to alarming information numbs people to it. They’ve heard it all before. Again, their lives don’t relate to it. For brands and organisations, this often shows up as scepticism, indifference or even distrust.

The issue isn’t a lack of intelligence or concern. It’s that facts without relevant context, tangible impact and emotional connection don’t drive action.

There’s a familiar saying around marketing and presentations: people might forget what you said, but they remember how you made them feel. Facts alone don’t move humans, but emotions do. Emotion is what triggers attention, memory and behaviour.

Storytelling cuts through climate fatigue and scepticism

Before we had charts and reports, humans used stories to understand risks, dangers and consequences. Storytelling helps people to:

    • imagine themselves in someone else’s position
    • make sense of complex ideas or systems
    • feel that individual actions matter

And stories bring emotion into the facts.

Neuroscience research shows stories activate parts of the brain associated with empathy and experience, not just logical processing. Picturing a situation in your mind makes your brain react as if you were actually experiencing the events. In other words, stories don’t just tell us something, they allow us to feel it. 

That’s why a first-hand account of a flooded town or animals fleeing a raging bush fire often resonates more deeply than charts or statistics. It turns an abstract climate crisis into a real, shared experience.

Environmental thinker, writer and Chairman of the Essex Climate Action Commission Professor Jules Pretty lives and breathes environmental storytelling. The author of The Low-Carbon Good Life (2023) and Sea Sagas of the North (2022) among many others, he has spoken extensively about the power of narrative, lived experience and collective action in driving environmental change. 

Through his books and YouTube channel, Professor Pretty reveals how stories work, talks about the importance of people seeing themselves reflected in the story and personally shows how environmental topics can knit together with narrative for greater effect. These are lessons we can use in our own messaging.  

Talking about climate change without talking down

For businesses navigating sustainability and climate responsibility, storytelling matters more than ever. Audiences might be more environmentally aware, but they are also highly sceptical. They’re quick to question corporate motives and notice inconsistencies. Saying the ‘right’ thing is no longer enough.

Trust matters more than perfection

One of the biggest problems brands might face is being accused of greenwashing. A polished statement of values and stylish publicity can often result in reader caution, or rejection. As Mosaic CEO Karen Ainley points out, greenwashing or ‘social washing’ that seems to have been done for PR purposes will erode trust.

But effective storytelling doesn’t need perfect PR. It’s about authenticity, honesty and credibility.

Stories that acknowledge limitations and show actual progress tend to build more trust than simple claims of sustainability or virtue-signal bullet points. Stories can show effort, learning and accountability – qualities people see as real and human. And so, readers can see themselves in the story

How storytelling can help brands support climate action

Storytelling helps reframe climate change from a series of huge, unapproachable issues into relatable realities. In your messaging, this might look like:

  • focusing on people affected rather than policies
  • showing local or sector-specific impact instead of global averages
  • highlighting how small but meaningful actions can make a difference

The goal is to make climate responsibility seen and understood.

Brand storytelling and sustainability done well

Karen Ainley’s work on communications and meaning examines how narrative, trust and authenticity influence public engagement, particularly around societal challenges. We can see that the most effective climate communicators (whether brands, organisations or institutions) tend to do a few things consistently: 

  • they focus on lived experience, not abstract virtue
  • they communicate progress as a journey, not a final state
  • they connect environmental responsibility to everyday decisions
  • they back up what they say with their own actions and credentials

Importantly, they let people recognise themselves or relate to others in stories and form their own conclusions.

Karen Ainley’s own approach to storytelling is rooted in her “Conscience Marketing” framework, which bridges the gap between ethical business practice and effective PR. Her work emphasises that a narrative must be built on a foundation of genuine action rather than just words, backed up by verifiable data and ethical certifications.

Climate storytelling that builds trust, not just awareness

A few examples in the real world of brands getting this right:

Patagonia:

This company built its brand narrative around environmental stewardship. Their “Don’t Buy This Jacket” campaign encouraged customers to rethink consumption and consider environmental impact – an honest, bold stance that embodied their mission.

The Body Shop:

The store has consistently woven sustainability storytelling into its brand. As well as their refillable policy, they highlight the real people involved in their supply chain through the ‘Community Trade’ programme, allowing customers to see the human-level impact of ethical sourcing choices.

Ikea:

Their “Climate Action Starts at Home” campaign used storytelling to focus on practical, everyday sustainable behaviour (like air-drying clothes or using less energy). This linked climate action with ordinary household decisions, making sustainability feel relevant and accessible to everyone.

Why this matters now more than ever

Environmental awareness isn’t a niche concern anymore. It’s shaping purchasing decisions, employer reputations, investor confidence and long-term brand value.

At the same time, regulatory pressure is increasing and public tolerance for empty environmental claims has all but disappeared. In this context, storytelling isn’t just a “nice to have”. It’s a strategic necessity.

When used skilfully, storytelling can build a connection between a company and the public. Brands that can communicate climate responsibility clearly, credibly and humanly are far better placed to earn trust and keep it.

What we can take away

If the climate crisis was purely an information problem, it would have been solved by now. But this isn’t the case. And what’s missing isn’t knowledge, but connection.

Storytelling has an important tactical role to play in making science or policy more understandable and relatable. It brings the truth home and bridges the gap between what people know and what they’re willing to act on.

And in a world that desperately needs collective action, where brands can rise or fall by their actions, that bridge matters more than ever.

How Mosaic can help brands communicate climate responsibility

On a daily basis, we help brands and organisations tell meaningful, responsible stories around complex issues. And this includes sustainability and environmental change.

Our work focuses on: 

  • strategic storytelling grounded in evidence and authenticity
  • translating complex subjects into clear, human narratives
  • helping brands communicate action and progress without overclaiming

Storytelling isn’t about spin – it’s about fostering connection, clarity and trust. Which is what you need when the stakes are high.

Get in touch today to find out how Mosaic can help you with your sustainability messaging.

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