The Environmental Community is on Defense: Now is the Time to be Loud
What COVID-19 can tell us about the climate crisis and the role communicators have to play
By Amber Hubert, Hillary Moglen, and Sommer Yesenofski
While the health and economic impacts of COVID-19 have been devastating, the environmental impacts have been a mixed bag. On the one hand, there are fleeting ecological benefits: pollution is down, greenhouse gas emissions have fallen, and the price of oil has plummeted. However, the Trump administration and industry (oil and gas, plastic, etc.) are cynically using this moment (as they have used the past three-plus years) to further reverse environmental gains and dismantle critical environmental protections.
Here’s what RALLY’s communicators Hillary Moglen and Sommer Yesenofski have to say regarding what this crisis tells us about the world’s ability to mobilize and take action to fight climate change and the role communications strategists have to play.
Hillary: Because of COVID-19, we are seeing what’s possible when we reduce our dependence on fossil fuels. We have witnessed what that means for our air pollution and our health but we want to be careful. The scenario where large majorities stay inside while essential workers keep things running has its own consequences — especially economic. We don’t want to paint that as the normal we want. Sheltering in place is not a sustainable way to achieve climate reductions and cleaner air.
Additionally, the positive impact COVID-19 is having on the environment is not equally felt. The fact that wildlife is returning to open spaces in unprecedented ways doesn’t help communities that continue to experience poor air quality, no access to open space, or contaminated drinking water, among other environmental injustices. As with all environmental issues, the impact is disproportionally felt. That is as true now as it has always been.
Sommer: Everyone’s seen the memes showing the “positive” changes COVID-19 has had on the environment, claiming that “we are the virus.” And when you dive into the comments, you see people saying things like, “It’s not worth it. The sacrifice is too great.” People are being led to believe that it takes a global shutdown to reduce pollution or address the climate crisis, when that’s just not true. We have the solutions available to transform our economy to achieve these clean air, zero-emission results. But unlike what we face with COVID-19, tackling the climate crisis requires more than individual action.
In facing COVID-19, individuals are making a difference by responsibly staying home. When it comes to the climate crisis, massive polluting industries are responsible for the bulk of pollution and emissions. Since we, individually, are not the problem, it’s less about individual action and more about collective action: voting, holding elected officials accountable, speaking up alongside frontline communities, striking for climate, etc.
Hillary: We’re seeing what is possible with collective action but in a very disruptive way. The lesson here is the power of collective action. When we trust the experts and confront a crisis, society can dramatically alter the course of events. That’s what’s needed to tackle the climate crisis.
What conversations do we need to be having about the environmental impact of COVID-19 that we are currently not having?
Hillary: We have to play offense and defense at the same time. First, we have to be loud on defense as we resist efforts by industry and state/federal government to backtrack on recent environmental progress. From the oil industry getting subsidies and new permits to the plastic industry pushing for rollbacks on plastic bans to the Trump administration weakening mercury emission regulations, environmentalists can’t afford to be distracted. We have to play defense aggressively and loudly and in a way that engages the public. This is a moment where people are suffering and are not safe and our economy isn’t stable and their response is to find new ways to profit. That’s who they are and always will be. As Sommer mentioned earlier, unlike Covid, there are clear villains accelerating our climate crisis and we need to hold them accountable.
Concurrently, we have to go on offense and articulate a vision for how we build back better. Environmental advocates need to be part of the bigger conversations on how to rebuild, pushing and showing how to create thriving economies without fossil fuels. COVID-19 is transformational — in ways we don’t yet fully realize. Let’s ensure one of the transformations is how we build economies that don’t accelerate our climate crisis.
Sommer: To add to that, COVID-19 is revealing and magnifying injustice, economically and environmentally. Climate change does and will do the same. Black and Latinx people are dying at higher rates from both coronavirus and climate change. So when we think of, as Hillary said, building back better, we have to continue to communicate for justice in that recovery: for essential workers, for the unemployed, and for impacted communities. We’re continuing to communicate and advocate for the “just transition” we wanted even before this pandemic struck, but with fresh urgency because we see that in this crisis, there’s a massive opportunity to build that future. So we have to keep the pressure up.
What can communications strategists do to promote the messaging that we can build back better?
Sommer: From the outset, it starts with rooting our messaging in justice. To set the vision of what a just recovery from COVID-19 looks like, communicators have to make sure that vision and that messaging is centered on the expertise of frontline communities and workers. They are the most powerful and credible messengers and experts this movement has, and they are the experts on why and how things need to change.
Hillary: Communication strategists need to promote messaging on how to build back better rooted in scientific understanding and community experiences. We can learn from environmental work over the last several decades and ground the messaging in scientific expertise while also including lived experience from frontline communities. We know facts alone won’t inspire collective engagement, but we also can’t choose to ignore experts because it’s inconvenient. We have an opportunity to create a better vision of the future that is not just a vision for the economy that works for certain communities but an environmental vision that works for all communities — especially those who have been disproportionately impacted.
So, what can strategic communicators do? Show the villains for who they are, talk about the disproportionate burden that people are suffering at the hands of the fossil fuel industry, and help paint a picture of what is possible — keeping environmental justice and environmental expertise top of mind.
Digital mobilization has become more important than ever as we turn to online spaces to connect and create during this public health emergency. For online spaces to be inclusive and representative, we must work to lessen the digital divide that COVID-19 has shined a spotlight on. But many living in marginalized communities do not have access to the internet. What can environmental agencies do to ensure their outreach is inclusive? And what role do communications play in that process?
Sommer: We have to meet people where they are — mentally, physically, technologically. We have to do everything we can to create content that is accessible and impactful for people without reliable wi-fi. If they rely on their mobile phones and use data to stay connected, we can create text and phone action opportunities for people to continue taking action who may not have the means to join a Zoom webinar. And we really have to be creative in how we approach media, especially as outlets and stations have less reporting capacity, to engage broadcast and radio impactfully. And, as always, we have to do better to make content and messages available in the language our audience speaks. These are rules that communicators should always live by but we’re reminded in this time how important these rules really are.
Another thing I’ve considered lately is that COVID-19 shows us that the greatest form of communications is interpersonal. People are hopping on calls and re-connecting meaningfully with family and friends as they practice physical distancing. Families have more time together than they probably ever have as they shelter in place. How can we use our online audiences to reach our offline audiences? Data shows that Americans — on both sides of the aisle — whose children or grandchildren spoke to them about climate change were more likely to change their views. One effective and simple thing we can ask our online communities to do is talk about the climate crisis within their own offline communities. Many people don’t discuss the climate crisis in their daily lives with peers, co-workers, family, friends, etc. because there is a cultural and social stigma around the topic. People don’t want to approach it for fear of offending someone. They feel disempowered to talk about it because they are not scientists, and may not know how to link their personal experiences to impacts of climate change or air pollution. And yet, just talking about climate change, honestly, candidly, passionately, is probably one of our greatest tools — and it doesn’t require internet access to make a difference.
What has the current public health crisis taught us about how we can create lasting change and progress when it comes to environmental issues and the climate crisis?
Hillary: There is some interesting polling that shows people are more worried about climate change now than before COVID-19. I don’t think that’s because there is new information. I think it’s because we, as a society, have a renewed appreciation for experts and we understand we can’t ignore scientific realities just because it’s uncomfortable. This pandemic has illuminated that.
Related, scientists are who we need to listen to — even the ones who are saying difficult things that are hard to get our heads around. The folks that were warning about these global pandemic possibilities were correct. But it was easier to ignore and politically set aside. Now we’re seeing there are consequences to that. We need to bring this same understanding to climate change. Yes, it’s hard and difficult and it feels too big but ignoring it doesn’t make it go away.
Lastly, there’s a strong appreciation for public spaces right now — including public parks. We are missing the solace that open spaces can offer. Maybe just taking a walk in your neighborhood might be the thing that brings you comfort in this moment. Whatever that version is for you, we can all agree those spaces are necessary — and necessary for everyone. Perhaps that renewed appreciation for open spaces will inspire us to invest in those spaces for the long-term.
Thank you to our clients and partners who are on the frontlines supporting the communities most affected right now.
RALLY is an issue-driven communications firm | Certified force for good by B Corporation
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