To transition to a low-carbon society, we need to be able to trust the wide range of people and organisations that can help get us there. As communicators, we also want our audience to trust us. But we know that trust in certain institutions is low at the moment. And we know that not everyone is trusted to talk about climate change.
This new research is designed to help climate communicators explore the concept of trust and become better equipped at building it. Because earning trust at the scale we need goes beyond finding the right messenger or influencer. This report builds on our previous work looking at trusted messengers and trust in media. Like all of Britain Talks Climate, the research uses the seven British segments as a lens to think about trust and influence in climate communications. |
