Climate Disinformation: Reframing the Debate
How have climate disinformation tactics evolved in the last decades? What are the narratives that have been pushed to delay climate solutions? What are effective ways to rebuild public trust and political support towards climate policies? These and other critical questions were at the heart of our climate disinformation workshops, held with civil society representatives and climate activists at Oxfam Novib in The Hague, and with climate researchers at Utrecht University.
The new Denial
In recent years, with the growing evidence of global warming, climate disinformation has shifted from outright denial to more sophisticated narratives that delay and obstruct climate action, climate science, and question the effectiveness of climate solutions.
These narratives can be grouped in four key categories: delayism, deflection, division, and doomism.
Delayism seeks to postpone climate action by portraying fossil fuels as essential for meeting energy needs while promoting unproven technologies as ultimate solutions for reducing harmful emissions.
Deflection minimizes the role of fossil fuels in climate change, shifting the focus to individual responsibility.
Division seeks to weaken climate activism by fostering internal conflicts and discrediting activists to diminish public support.
Doomism promotes the idea that climate catastrophe is inevitable, discouraging meaningful action.
For a very inspiring comic adaptation of ‘Discourse of Climate Delay’ research, including tangible examples that sheds light to climate manipulation tactics, we invite you to explore this powerful project by Celine Keller.
Climate denial and climate delay are not new phenomena. Since the 1970 industrial interests have driven misinformation efforts. Today, the movement has broadened and decentralised, these efforts have decentralized, tapping into broader narratives of institutional mistrust and skepticism towards global governance (see Picture 1).
Picture 1
Another narrative that focuses on undermining climate actions is the so-called ‘Absolutionism’. The central point of this strategy is to shed light on the slow progress of foreign states to justify location inaction and undermine efforts to reduce carbon emissions (Picture 2).
Picture 2
A Growing Momentum for Climate Action
Research shows that people consistently underestimate how widespread support for climate action really is. This misperception can lead to feelings of isolation, helplessness, and inaction. Yet, despite persistent disinformation tactics, public backing for climate measures remains strong. Recent global surveys show that the vast majority consider climate change a serious threat, with even the lowest agreement at 73% acknowledging its human-driven causes. Another study found that 89% of respondents want stronger political action, and 86% support pro-climate social norms. So, how do we close the gap between this strong public support and the distorted perception shaped by disinformation on social media?
One key approach is to amplify positive stories—narratives that focus on the benefits and possibilities of a more sustainable and just future. We must also highlight real-world examples of community solidarity and grassroots resilience, such as those seen during the floods in Valencia.
The Power of Science Communication
Bridging the gap between scientists and the broader public requires a renewed commitment to effective science communication. The challenge is to translate complex concepts into accessible language and relatable messages. It's not about instructing people on what to think, but about revealing how knowledge is developed. By bringing others into the process—explaining not just the outcomes, but the reasoning, evidence, and steps behind them—we foster a deeper understanding and build trust in both the message and the method.
Sustainability as a form of control
One of the core tactics of “The New Denial” is to discredit climate solutions by promoting conspiracy theories. A clear example is the 15-minute city concept, which aims to improve quality of life and reduce emissions by ensuring that everyday services are accessible within a short walk or bike ride. However, disinformation campaigns have distorted this idea, falsely framing it as a means of government surveillance or control. These narratives don’t just spread confusion—they erode public trust in solutions that are essential to a sustainable future.
Misinformation also targets green technologies, with narratives falsely claiming that "electric cars explode" or that smart cities and environmental policies are designed to penalize car ownership and limit individual choice. These distortions not only spread distrust but also contribute to real-world consequences, from policy opposition to threats against urban planners.
Looking ahead, efforts like the Digital Services Act (DSA) offer hope by strengthening mechanisms to report and counter climate disinformation, particularly those undermining sustainable solutions.
Discrediting Climate Activism: Tactics and Counterstrategies
Climate activists and scientists face targeted efforts to undermine their credibility, weaken movements, and erode public trust. These tactics include character assassination, where activists are smeared as extremists or untrustworthy; divide and conquer strategies that create internal fractures within movements; legal harassment, such as surveillance and excessive legal restrictions; economic attacks, including job blacklisting and lawsuits; and public opinion manipulation, where media and social platforms are used to discredit climate action.
To rebuild trust and strengthen the movement:
Protests must be strategically framed to avoid reinforcing narratives that paint activists as disruptive or dangerous.
Discourse strategies should focus on finding common ground, as emotional resistance cannot always be countered with logic.
The climate movement must connect with broader social justice causes to create a united and more resilient coalition.
A new, hopeful narrative is needed to counter fear-based denial and skepticism.
Fostering a sense of autonomy and empowerment by highlighting tangible solutions can drive engagement and action.
While fear and division are often used to stall climate action, a vision of hope and agency—demonstrating what people can do—can be a powerful counterforce.
