New Narratives for Climate Action
The majority of people support climate action, yet mistakenly believe they are in the minority. That's why the Swiss Climate Alliance is developing new, shared narratives for climate action that can win majority support.
What is "New Narratives for Climate Action" about?
The climate crisis is intensifying, yet climate action keeps losing priority in politics and society. This is a paradox: surveys consistently show that a majority of the population supports stronger climate action. Many people, however, mistakenly believe they are in the minority in holding this view. This creates the impression that climate action is a niche political concern — even though that isn't the reality.
This is exactly where the Swiss Climate Alliance's narrative project comes in. Together with its 160+ member organizations, researchers, and communications experts, the Swiss Climate Alliance is developing new narratives that make climate action visible again as a reasonable, majority-backed, and unifying task for society. Instead of speaking exclusively about CO2 and climate targets, these narratives connect to topics that matter to people in their everyday lives: health, quality of life, security, innovation, a sense of home, or energy independence. They are sharpened, tested, and translated into concrete communication tools through a participatory process.
The goal of the project is to create a shared communication foundation that member organizations can adopt and integrate into their own communications. This way, climate action can once again become visible as a broad societal concern — reaching well beyond the existing climate bubble.
Why does Clima Now support this project?
Climate action doesn't just need better solutions — it needs better stories. As long as it comes across as an obligation or a sacrifice, it will remain a niche issue. Yet the opposite is true: smart climate action is the foundation for quality of life, prosperity, and security. This shift in mindset isn't a side issue for us — it has been at the core of our own work on climate narratives for over a year.
Out of this conviction, we co-initiated and helped shape the Swiss Climate Alliance's narrative project strategically, and today we support it as a sparring partner. Because when the climate movement shows up with narratives that convince rather than lecture, it wins majority support for a future that actively and smartly shapes climate action. The next few years will decide whether Switzerland takes charge of this shift itself — or whether it passes it by.
