Communicating climate change and health to specific target groups

Area of Science:

• Environmental Health
• Public Health Communication
• Climate Change Adaptation

Background:

• The German Climate Change and Health Report 2023 highlights significant health risks linked to climate change.
• A key recommendation is to enhance public education, information dissemination, and communication strategies regarding these health impacts.
• This article provides foundational insights to support these communication efforts.

Purpose of the Study:

• To assess public perception of climate change-related health risks and readiness to act within Germany's adult population.
• To conduct a detailed analysis of target groups with lower readiness to act.
• To inform the development of effective climate change communication strategies.

Main Methods:

• Utilized four waves of the Planetary Health Action Survey (PACE study) conducted in 2022/2023.
• Survey data collected online from 3,845 adult participants in Germany.
• Analysis included risk perception, readiness to act, target group identification, and media consumption patterns.

Main Results:

• A significant portion of the population perceives certain climate change health risks, such as mental health issues, as low.
• Higher perceived risk correlates positively with a greater readiness to take climate action.
• Younger individuals, men, those with lower educational attainment, and residents of smaller communities exhibit lower readiness to act and are identified as key target groups.
• Approximately one-third of respondents reported rarely or never seeking information on climate change, with media usage varying by demographic group.

Conclusions:

• Tailored communication strategies are essential for educating the public on the health consequences of the climate crisis.
• The findings provide practical guidance for developing effective climate change communication, drawing on existing literature and target group analysis.
• Addressing the identified target groups with specific messaging can improve climate action readiness and public health outcomes.