Why climate communication must start with listening – not louder messages

In our latest episode of The Decarbonisation Dialogue, Rachael Orr, CEO of Climate Outreach, says the UK’s climate challenge is no longer just about technology or targets - it’s about people.

Speaking on episode 39 of The Decarbonisation Dialogue, Rachael shared her journey from housing and social justice campaigning into climate communications, and her vision for engaging people in the net zero transition.

Rachael comes from a family of teachers, social workers and community development professionals – “a mix of thoughtfulness and passion for equality and social justice, alongside people who roll their sleeves up and get things done.”

After studying English and Politics at university, she began her career in the voluntary sector, joining the press office at Shelter. From there she went on to lead programme and campaigning work at Oxfam and now also serves as Chair of Trustees at the Refugee Council.

It was during her time leading a network of place-based housing associations that climate change became impossible to ignore.

She tells us: “I asked 20 chief executives what kept them awake at night.

“I expected them to talk about poverty, antisocial behaviour or funding challenges. Instead, every single one said: how on earth are we going to decarbonise our housing stock?”

For housing leaders working in some of the most deprived communities in the UK, the challenge wasn’t just technical or financial – it was human.

One housing chief executive described the dilemma of telling a mother of three, living in overcrowded conditions, that £10,000 might be spent on installing a heat pump rather than providing an extra bedroom or outdoor space. “How do I begin that conversation about why that’s a priority?” she asked.

For Rachael, that question revealed a significant gap – not in engineering, but in engagement.

That search led her to Climate Outreach, an organisation that approaches climate communication from a different starting point.

She says: “Too much communication begins with broadcasting. This is what you need to know. This is what you need to understand. We start by listening.”

Climate Outreach works in partnership with organisations ranging from trade unions to the Women’s Institute, community groups and national bodies. The goal is to understand how different audiences see the world – their values, experiences and concerns – and to shape climate messaging that resonates with them.

The organisation also conducts national research, including focus groups and surveys, producing guidance for policymakers, charities and campaigners on how to communicate more effectively across political and social divides.

She says: “Facts are essential, but social science shows us that facts alone aren’t very effective. We’re social animals. People respond to connection, empathy and story.”

That insight underpins Climate Outreach’s “ambassador” model, which has supported community leaders and climate scientists to develop their personal climate stories.

In one initiative, scientists approached the organisation directly, admitting they felt confident with the data but less so with public engagement.

“It’s about bringing the human dimension into the conversation,” Rachael says. “Housing is something everyone relates to. Climate can sometimes feel abstract and distant. We need to bridge that gap.”

Rachael is clear that media narratives play a crucial role. While climate impacts such as flooding and wildfires are often in the news, she argues that journalists must consistently connect these events to climate change itself.

“We can’t just have report after report of wild weather,” she says. “We need to sensitively but clearly name climate change and explain why these events are happening.”

At the same time, she warns against an unrelenting narrative of despair.

The UK has halved its emissions since the 1990s, and around half of its electricity now comes from renewable sources. Yet many people remain unaware of this progress.

“When people hear that, they’re amazed. It makes them feel better. It makes them feel hopeful,” she says. “We know we’re not moving fast enough. But if all people hear is that everything is negative, they disengage.”

For Rachael, the solution lies in balance: telling honest stories about risk and urgency while also highlighting innovation, leadership and community action.

The role of leadership

Rachael’s message to leaders across sectors is simple: don’t underestimate the power of your own voice.

“What is your personal climate story?” she asks. “Why does this matter to you?”

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