​​​​​​​​​​​Climate Science for Beginners

DRAFT TEXT  August 2021 – Getting the Narrative(s) Right!

Much of our learning comes from stories passed down from generation to generation. So what kind of story can we tell about climate science that's easily understood by beginners? Noah's Ark is a pretty obvious one but so long ago and so slowly are the effects of climate change felt that it has little meaning in modern times. We all know the animals went in two by two for reasons not lost on Biology Science Beginners, because nothing's changed in that department since the even older story of Adam and Eve.

But here's the thing: we need to construct stories based on what science is telling us now, within our own life expectancy, not what happened four millennia ago.

Life Expectancy

Our World in Data 2013

Max Roser, Esteban Ortiz-Ospina and Hannah Ritchie

Life expectancy is the key metric for assessing population health. Broader than the narrow metrics of infant and child mortality, which focus solely at mortality at a young age, life expectancy captures the mortality along the entire life course. It tells us the average age of death in a population.

But before we get down to the serious business of climate change in our lifetimes, let's look at how "story" is defined by the dictionary:

1. An account of imaginary or real people and events told for entertainment.
​2. An account of past events in someone's life or in the development of something.

If we're really daring, we can even help expand Cottenham Wikipedia to gain a permanent place in the village's "History in the Making" project; from a small island community in Roman times, to a permanent medieval village in the Middle Ages of the 5th-15th centuries
to Silicon Fen-Edge Village of the Year in 2021 at open.cottenham.info (under construction).​

Narrative Change

Accreditation: Social Change Initiative

Human beings are natural storytellers and narratives have been central to life for thousands of years. Stories and narratives help us to make sense of the world around us, allow us to communicate with others and build long-lasting relationships.

"A narrative consists of a collection of stories which together convey a common worldview or meaning – it is a shared interpretation of the world and how it works."
(McBeth et al., 2015; Fisher 1984)

In the world of social change, the stories that we tell can be an extremely powerful tool in shaping public opinion and influencing policy. Narratives, if framed in the right way, can be used to communicate with your audience, spark changes in their thinking, shift difficult conversations in a positive way to create more resilient and inclusive societies.

"Small shifts in mindset can trigger a cascade of changes so profound that they test the limits of what seems possible."
(Dr Carole Dweck 2019)

With the decline of traditional journalism, the prominence of social media and growing misinformation, it seems like populism and polarisation are on the rise. What can activists do to change narratives?

Drawing on our own experience and the work of our partners and wider network, we set out below some lessons and resources for anyone interested in working towards progressive narrative change.

Back to Normal or back to Better? Neither! #BackToFairer is the message but it needs a whole heap of consideration before we start because we're back to mind set here, and no two minds are alike.

It's what makes us individuals in a great melting pot of views, beliefs, attitides and behaviour. So how can we reach out to a world that's largerly at war over less important things but with many prepared to die for what they belive in and unlikely ever to change for reasons unfathomable to  most. They are the unreachable and it's because of this that they're extraordinarily powerful and know it. They use the threat of death to those who won't see things their way and that's a big pursuader.

So what stories can we find to convince people otherwise? Truth is, there are none. So we're inclined to make them up by spinning dreams and fabrications. There are more stories to be told about those than anything else and we literally reach for the stars to find something we believe exists with nothing to prove otherwise. It's the belief itself that becomes central to life.

That's the true art and craft of a story-teller; to spin illusions, weave dreams, and make magic that take us outside ourselves to other worlds that barely exist outdide the story.

We can follow the yellow-brick road forever but never arrive at dream's end. If we were to do so, the dream would quickly evaporate leaving us standing where we started

The devil will always find new tricks to play and the story-teller more dreams to weave. Which one to believe is anyone's guess and deep, deep down inside we all know they're one and the same. Life itself and how we live it is the story book, carried by one generation to the next until there are none left.

So there, quite suddenly, we have the post-Covid narrative. Love and be loved like there's no tomorrow. Have empathy and compassion to help make other lives better. It's a tough call and it's often said that empathy can be bad for your health. 


So there's the story-line...


The Great East Anglian Fen


Cottenham-on-Sea & The Cambridge Estuary


  • Rising Tides
  • Canute Reloaded
  • Voyage Into a Watery Future
  • ​Rising Damp
  • Fens for the Memory
  • Digital Nomads
  • Silicon Fen-Edge Villages of Cambridgeshire
  • Who Put the Peat in Peterborough
  • Waterworlds Need Waterwings
  • Beware the Tides of March
  • Welcome to the Waterworld of Wisbech
  • Eel Pie island
  • Return of the Paddle-Steamer
  • Oracles and Coracles
  • Tinker and the Crab
  • Anthropocene Adventurers
  • Who Put the Beach in Landbeach 
  • Sands of Waterbeach
  • Raised in Rampton
  • Willingham and Tillingham 
  • Duke of Dykes (The Story of Cornelius Vermuyden)
  • Niet Zonder Arbyt (Nothing Without Work)
  • Waterbeach; A Footnote in Time


Britain Talks Climate Change

​A toolkit for engaging the British public on climate change

​18th November 2020

An evidence-based toolkit designed to support any organisation that wants to engage the British public on climate change. It makes clear that there is currently no ‘culture war’ on climate change in Britain. But building narratives that resonate with a diverse range of values and everyday concerns is critical for the long-term goal of deepening public engagement – and keeping it there.

  • Britons know that climate change is real and that humans are causing it
  • Climate change is consistently seen as a concern for ‘everybody’
  • Certain values and ideas have almost universal resonance across Britain
  • All segments acknowledge some (unintended) positive aspects of the Covid-19 lockdown
  • No-one wants to go back to ‘normal’ after the worst of the pandemic is over

The research included a survey of:

  • Over 10,000 British adults; 
  • 12 focus groups, and
  • 35 in-depth interviews.

The summary explains the motivations behind Britain Talks Climate and previews some of the themes to look out for as you move through the rest of the toolkit.

Britain Talks Climate groups the population into seven different segments based on people’s core beliefs. It provides an evidence-based, shared and strategic understanding of the British public and – against a backdrop of growing concern about polarisation – identifies ways to to engage across the whole of society.

Key Insights
Britons know that climate change is real and that humans are causing it.None of the seven segments are defined by strong, ideological scepticism towards climate change. All segments agree that we are already feeling its effects across Britain, and they share the understanding that the threat requires a global (rather than purely national) response. 
Climate change is consistently seen as a concern for ‘everybody’, not just rich, white, middle class or left-wing people (pointing to little evidence of a ‘culture war’ – i.e. an entrenched opposition between groups with different ideals and values). And there is widespread recognition that the UK should be one of the most ambitious countries in the world in tackling climate change, and that doing so could unlock new economic opportunities and jobs.
Certain values and ideas have almost universal resonance across Britain: protecting future generations, creating a healthier society and preserving the countryside in ways that end our throwaway culture.
All segments acknowledge some (unintended) positive aspects of the Covid-19 lockdown – for example, fewer vehicles on the roads leading to cleaner air and louder birdsong – and have become more aware of the need to protect ourselves against future climate impacts, as well as the need to protect our healthcare system against ‘double’ catastrophes (such as a heatwave during a pandemic). Other messages have become more salient during this time, with every segment agreeing that our recovery from Covid-19 offers opportunities to create new green jobs, bolster British manufacturing and hold businesses to higher sustainability standards.

Strikingly, no-one wants to go back to ‘normal’ after the worst of the pandemic is over. Social systems usually resist radical change, but people don’t want to come out of this crisis the wrong way, and recognise that a window of opportunity for fundamental change has opened up.

Britain Talks Climate also points to noticeable differences between different groups of the British population.

British Population Groups (7)

​1. Progressive Activists – (13% of the British Public) Vocal and passionate, politically active but pessimistic about the direction society has taken, climate change is central to Progressive Activists’ identity and politics. They are despairing about governments’ moral failings on the issue, which they believe will make all other challenges and inequalities worse.
2. Backbone Conservatives – (15% of British public) Conservative, patriotic and optimistic, Backbone Conservatives take pride in tangible success stories about British environmental achievements and care deeply about food, farming and the rural economy. But they are more sceptical about grand claims of global leadership, or the ‘virtue signalling’ of (what they sometimes see as) symbolic lifestyle changes. 
3. Civic Pragmatists – (13% of British public) Moderate and tolerant, Civic Pragmatists are anxious about the future, with climate change contributing to that fear. They try to follow a low-carbon lifestyle, but feel demotivated by a lack of political ambition on climate change and other social issues. Reflecting their pragmatic nature, they are likely to look past their opinion of the government of the day and support progressive climate policies when they see them.
4. Established Liberals – (12% of British public) Confident and comfortable, Established Liberals have a global outlook driven more by their professional networks than a sense of solidarity with communities around the world. They don’t necessarily view climate change as something that will affect them personally, but they do want to hear how low-carbon solutions will drive economic resilience and growth.
5. Disengaged Battlers –  (12% of British public) Feeling unheard and unrepresented, Disengaged Battlers are nevertheless broadly convinced of the need to take action on climate change. However, they do not yet believe the transition will benefit them, and are too busy surviving from day to day to give it more of their attention. 
6. Disengaged Traditionalists –  (18% of British public) Disillusioned and sceptical, Disengaged Traditionalists recognise tangible environmental risks like air pollution, but are far from ‘sold’ on the need for action on climate. They are more likely to see it as a problem for foreign governments to deal with. 
7. Loyal Nationals –  (17% of British public) Traditional and proud to be British, Loyal Nationals feel threatened and are galvanised by issues such as crime, immigration and terrorism. They believe the UK is already living with the reality of climate change, but they understand it as an issue linked to localised (rather than global) inequality and environmental degradation. Their relatively high political participation is driven by moral outrage about a system that supports corporate greed over everyday working people.
What does Britain Talks Climate provide?
Britain Talks Climate provides an evidence-based, shared resource that can be used to anchor climate campaigning and communications in a deeper understanding of the British public’s core values and beliefs. It offers:

Something shared

Individual organisations rarely campaign under a single banner or overarching strategy. They have distinct theories of change and target diverse public constituencies. Many different roles come into play in any transition towards change, and this diversity is a strength. But the better we understand the British public – the tensions among different segments, and the communal beliefs and values that unite us – the better equipped advocates will be to design work in a way that ensures the whole is greater than the sum of its parts.

Something that deepens understanding

By checking assumptions against an expanded and rigorous evidence base, we aim to help improve the effectiveness of engagement on climate. One-off polls can be useful and influential – but they only ever capture a moment in time. By focusing on core beliefs, which underlie many habitual behaviours, thoughts and feelings, and which are less likely to change over an individual’s lifetime, we can get much closer to the real drivers behind public opinion.

Something challenging

New insights invite challenges and sometimes force us to re-evaluate the answers we thought we already had. They raise questions about not only the content of climate messages, but also the credibility of climate messengers for different segments.

Something necessary

As a critical decade gets underway for curbing carbon emissions, the momentum on public engagement that was felt in 2018 and 2019 may stall or even be reversed by the direct and indirect impacts of the Covid-19 pandemic. It’s not hard to imagine how this crisis could send us down an even darker path. The promise of ‘building back better’ will only be realised if a broad social mandate is established for a green future. To do this, advocates must campaign sensitively and in ‘surround sound’, with different organisations creating coherent, compatible content for their audiences.