ABSTRACT
This chapter explores the concept of framing and its potential for climate groups. The power of framing, particularly through storytelling, is crucial for shaping individual and collective understanding. Human brains naturally create and interpret meaning through stories. The authors emphasize the need to both challenge existing narratives that drive environmental destruction and also create impactful frames for positive societal change. Furthermore, the chapter introduces diagnostic frames (what is wrong), prognostic frames (what will happen), and motivational frames (what can we achieve), explaining how climate action groups can use them. Finally, the authors consider the role of values, demographics, and other psychological characteristics in creating effective frames for specific audiences.
