Africa: Green Energy and Protecting Nature Get the Thumbs Up in Climate Change Study in 68 Countries

Introduction

A comprehensive new study involving over 75,000 respondents from 68 countries — including 12 African nations — has found widespread public support for climate action, particularly for renewable energy expansion and nature conservation. The research, conducted by an international team of climate communication experts, emphasizes the pivotal role of climate attribution — people’s ability to link extreme weather events to climate change — in shaping support for mitigation policies.

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African Insights: High Exposure, Lower Attribution

African countries such as Egypt, Nigeria, South Africa, Kenya, Ghana, and Ethiopia are among the regions most vulnerable to the effects of climate change. Despite experiencing disproportionate levels of heatwaves, droughts, floods, and erratic rainfall, the study found that respondents from African nations exhibited lower-than-average levels of climate attribution. In other words, many people did not directly associate local extreme weather events with global climate change.

This gap is not necessarily due to denial but rather a lack of scientific communication and access to contextual information linking these phenomena to broader climatic trends.

“Experience alone is not enough to trigger climate action,” the researchers write. “When people understand that extreme weather is a result of climate change, they are far more likely to support mitigation policies.”

High Support for Nature Protection and Renewable Energy

Across all 68 countries, the two most popular climate solutions were:

• Protecting forests and nature (supported by 82% globally)
• Expanding renewable energy such as solar and wind (supported by 75%)

African countries mirrored this global trend. This strong backing likely reflects the close interconnection between nature and daily life for many communities, as well as the increasingly evident benefits of clean energy — such as improved air quality and reduced energy costs.

In contrast, policies that impose economic burdens, such as carbon taxes on fossil fuels or meat, saw lower public support (22–29%), especially in lower-income regions.

Climate Communication: The Missing Link

One of the most critical findings emerging from the recent global study on climate change perceptions is the pivotal role that climate communication plays in shaping public understanding and support for climate policies — especially in Africa. The study highlights a significant challenge that African countries face: while many communities experience the tangible effects of climate change through extreme weather events such as floods, droughts, and heatwaves, there is often a disconnect between experiencing these events and understanding their root causes in the broader phenomenon of anthropogenic climate change. This disconnect, referred to as low climate attribution, hampers the development of strong public support for necessary mitigation and adaptation policies.

The Current State of Climate Communication in Africa

Several factors contribute to the communication gap in Africa. First, many African countries suffer from limited infrastructure and resources dedicated to scientific research, environmental monitoring, and media dissemination of climate information. This means that much of the climate science produced globally does not reach local populations in ways that are accessible, relatable, or actionable. Furthermore, the diverse linguistic and cultural landscapes across African nations present additional challenges for standardized climate messaging. What resonates in one community may be misunderstood or irrelevant in another, emphasizing the need for localized, culturally sensitive communication strategies.

Moreover, media coverage of climate change in many parts of Africa is often limited, episodic, or overshadowed by other pressing social and economic issues. Where climate reporting exists, it tends to focus on abstract or global narratives rather than connecting climate change impacts directly to local experiences, livelihoods, and health outcomes. Without this critical contextualization, individuals may witness severe weather events but attribute them to “normal” weather variability, divine will, or other non-scientific explanations. This gap in causal understanding prevents climate change from becoming a priority in the public consciousness.

The Importance of Attribution for Climate Policy Support

Why does attribution matter? Research shows that people who understand that extreme weather events are caused or intensified by climate change are more likely to support ambitious climate policies. This support is crucial for governments to enact regulations and investments in renewable energy, forest conservation, emissions reductions, and climate adaptation programs. Without public backing, policymakers may face resistance or apathy, undermining progress toward sustainability goals.

In Africa, where economic development priorities compete with climate action, garnering widespread support is essential for ensuring that climate policies are politically feasible and socially equitable. The ability of citizens to connect their lived experiences — such as drought-induced crop failures or flooding of homes — to the global climate crisis strengthens their resolve to advocate for change and hold leaders accountable.

Strategies for Improving Climate Communication in Africa

To address this urgent need, the study advocates for multi-faceted investments in climate communication infrastructure and capacity-building, including the following approaches:

1. Public Engagement Campaigns

Public engagement campaigns are a powerful tool for raising awareness and shifting perceptions at scale. These campaigns can utilize a range of media platforms — from radio and television to social media and community events — to disseminate clear, compelling messages about the causes and consequences of climate change. Tailoring messages to local contexts, languages, and values enhances relevance and resonance.

Successful campaigns incorporate storytelling techniques that humanize climate impacts, showing how ordinary people’s lives are intertwined with environmental changes. For example, sharing the experiences of farmers whose harvests are threatened by drought or fisherfolk affected by changing sea temperatures can make the abstract science of climate change tangible and urgent. Including trusted local voices — such as community leaders, educators, and health workers — further builds credibility and trust.

2. Science Journalism Training

A vibrant, well-informed media landscape is essential for sustained climate communication. Training programs for journalists in Africa can enhance their ability to report accurately and engagingly on climate science and policy. Such programs provide journalists with scientific literacy, storytelling skills, and ethical guidelines for covering complex issues without sensationalism.

Empowering journalists helps counter misinformation and climate skepticism, providing the public with reliable information needed to make informed decisions. In addition, journalists trained in climate reporting can serve as intermediaries, translating technical research into accessible language for diverse audiences.

3. Integrating Climate Education into School Curricula

Education is foundational to building long-term climate literacy and empowering future generations. Incorporating climate science, sustainability, and environmental stewardship into primary, secondary, and tertiary curricula across African countries can cultivate a climate-aware citizenry. This education should emphasize the science of climate change, its local and global impacts, and the role individuals and communities can play in mitigation and adaptation.

Beyond textbooks, experiential learning — such as school gardens, renewable energy projects, and community clean-ups — can deepen understanding and inspire action. Educated youth can also serve as climate ambassadors within their families and communities, amplifying knowledge and fostering culture shifts toward sustainability.

4. Government-Led Initiatives that Contextualize Climate Events

Government agencies have a critical role in shaping climate narratives through policies, public statements, and official communications. Proactive government-led initiatives that contextualize extreme weather events in relation to climate change can help solidify public understanding.

For example, national meteorological services can issue climate-informed weather forecasts and warnings that explain the links between observed phenomena and broader climatic trends. Ministries of environment and education can collaborate to produce accessible reports and public briefings, ensuring consistent messaging across sectors.

Moreover, integrating traditional knowledge with scientific insights offers a culturally inclusive approach to communication, acknowledging local wisdom about weather patterns while introducing climate science perspectives.

Overcoming Barriers and Leveraging Opportunities

Improving climate communication in Africa is an urgent priority to bridge the gap between lived experience and scientific understanding of climate change. However, while the need for better communication is clear, a variety of barriers continue to hinder progress. At the same time, the continent possesses unique assets and opportunities that, if harnessed strategically, can catalyze transformative advances in climate awareness and public engagement. This section explores the key obstacles and promising avenues that stakeholders must navigate and embrace to ensure effective climate communication across Africa.

Key Barriers to Effective Climate Communication

1. Resource Constraints

One of the most significant challenges facing climate communication efforts in Africa is the lack of sufficient financial and institutional resources. Many African countries grapple with constrained national budgets that prioritize immediate development needs such as health, education, infrastructure, and economic growth. In this context, allocating funding specifically for sustained climate communication programs can be difficult.

Moreover, many governments and institutions lack the technical capacity, trained personnel, and organizational infrastructure necessary to design, implement, and evaluate effective climate communication campaigns. These limitations can result in sporadic or one-off messaging efforts rather than ongoing, strategic communication that builds public understanding over time.

Climate communication is inherently interdisciplinary and requires collaboration between scientists, educators, media professionals, government officials, and civil society. Such collaboration demands coordination, training, and resources that are often in short supply.

Addressing resource constraints will require innovative financing mechanisms and international cooperation. Donor agencies, development banks, and global climate funds can play an essential role by earmarking funding specifically for climate communication initiatives. Additionally, public-private partnerships offer a promising model to leverage corporate social responsibility investments and media outreach capabilities.

For example, collaborations between environmental NGOs, telecommunications companies, and local broadcasters can help develop and disseminate climate messages more widely and cost-effectively. Capacity-building programs funded by international partners can equip journalists, educators, and community leaders with the skills needed for sustained climate communication.

2. Political Will and Leadership

Effective climate communication is closely linked to political will and leadership. When government leaders publicly acknowledge climate change as a pressing national priority and endorse science-based policies, they send a powerful signal that encourages broader societal engagement and trust in climate science.

Conversely, when political leaders downplay climate risks or engage in denialism, it undermines public confidence in scientific findings and creates confusion. In some cases, climate communication efforts are actively obstructed or marginalized due to political sensitivities, economic interests tied to fossil fuels, or competing policy priorities.

Strong, visible leadership is necessary to mainstream climate change into public discourse and ensure that government agencies coordinate communication efforts coherently. This leadership should ideally be reflected across multiple sectors, including environment ministries, health departments, education systems, and local governments.

Furthermore, political leaders can leverage their platforms to foster a culture of climate literacy by engaging in public outreach, supporting climate education reforms, and championing community-based adaptation initiatives. Such leadership helps legitimize climate science, mobilizes public support for mitigation measures, and attracts international partnerships.

3. Limited Information Access and Digital Divide

While the proliferation of mobile technology and expanding internet connectivity in Africa offer new channels for climate communication, significant disparities in access to digital information persist, particularly in rural and marginalized communities.

Many African regions still face limited broadband coverage, high data costs, low smartphone penetration, and limited digital literacy. These barriers restrict the reach of digital campaigns and online educational resources, especially among populations that are most vulnerable to climate impacts and least able to adapt.

In addition, language diversity poses a challenge for digital communication. Most online content is produced in colonial or official languages such as English, French, or Portuguese, which may not be widely spoken in all communities. This linguistic gap can exclude large segments of the population from accessing climate information.

To overcome these barriers, climate communication strategies must adopt inclusive, multi-channel approaches that combine digital platforms with traditional media — such as community radio, print materials, and interpersonal outreach — tailored to local languages and cultural contexts.

Community radio remains one of the most accessible and trusted sources of information in many African rural areas. Partnering with local radio stations to broadcast climate messages in indigenous languages can dramatically increase reach and impact.

Additionally, investments in digital infrastructure and literacy programs are essential to expand equitable access to online climate resources. Governments and development partners should prioritize policies that reduce data costs, improve network coverage, and support community technology centers.

Harnessing Africa’s Unique Opportunities

Despite these challenges, Africa has vibrant cultural assets, community networks, and a dynamic youth population that present unparalleled opportunities to accelerate climate communication and engagement.

1. Vibrant Cultures and Community Networks

African societies are characterized by rich oral traditions, storytelling, and strong community bonds, which can be leveraged to create culturally resonant climate communication. Traditional knowledge systems — including indigenous environmental management practices — provide a foundation for linking scientific climate information with locally relevant narratives.

Climate communicators who work with respected community leaders, elders, faith-based organizations, and cultural institutions can amplify the legitimacy and uptake of messages. These networks facilitate two-way communication, enabling feedback and adaptation of messaging to evolving community needs.

For instance, integrating climate information into community gatherings, festivals, and religious events can normalize climate conversations and connect global issues to everyday life. This localized, participatory approach also builds social cohesion and collective climate resilience.

2. Youth-Led Movements and Digital Activism

Africa’s youth population is among the fastest growing in the world, with a median age under 20 in many countries. Young people are not only future leaders but also powerful agents of change in the present. Across the continent, youth-led climate movements have emerged as influential voices demanding urgent climate action, transparency, and justice.

Through social media platforms such as Twitter, Facebook, Instagram, and TikTok, young Africans are sharing stories, organizing protests, educating peers, and holding governments accountable. Digital activism complements formal communication channels by reaching global audiences and injecting energy into the climate conversation.

Harnessing the creativity and passion of youth requires formal support mechanisms. Governments, NGOs, and educational institutions can partner with youth organizations to co-create climate messages, develop training programs, and amplify youth-led initiatives.

Investing in youth climate leadership not only strengthens communication efforts but also builds intergenerational equity and sustainable advocacy networks.

3. Innovation in Communication Technologies

Africa is a hotbed of technological innovation, with widespread adoption of mobile money, interactive voice response (IVR) systems, and localized app development. These tools can be adapted for climate communication to provide real-time weather updates, early warning alerts, agricultural advisories, and educational content.

For example, mobile phone-based platforms can deliver tailored climate information to farmers, helping them make climate-smart decisions. SMS campaigns and interactive quizzes can raise awareness among populations with limited literacy.

Furthermore, creative media such as music, drama, and visual arts resonate deeply in many African contexts and can be powerful vehicles for climate messages. Collaborations between artists, scientists, and communicators can produce engaging content that reaches diverse audiences beyond traditional channels.

A Path Forward

Addressing the barriers and capitalizing on the opportunities in Africa’s climate communication landscape is essential for building informed, resilient, and engaged communities capable of supporting transformative climate policies.

A holistic strategy that integrates increased funding, political commitment, equitable information access, cultural sensitivity, youth empowerment, and technological innovation offers the best chance to close the climate attribution gap and unlock Africa’s climate potential.

Only through such concerted, inclusive, and locally grounded efforts can climate communication become a catalyst for meaningful climate action — enabling African societies to navigate climate risks and seize sustainable development opportunities in a rapidly changing world.

Empowering African Communities Through Climate Communication

The study’s emphasis on climate communication as a missing link is a call to action for policymakers, educators, scientists, media professionals, and civil society in Africa. By investing in comprehensive climate communication strategies that connect scientific knowledge with lived experience, Africa can foster a well-informed public that demands and supports effective climate action.

Such communication is not just about transmitting information; it is about building understanding, trust, and agency — empowering individuals and communities to see themselves as active participants in addressing climate change. As the study concludes, people are more likely to support ambitious climate policies when they can personally relate to the consequences of inaction.

Closing the climate attribution gap through robust communication efforts will be instrumental in unlocking Africa’s potential to lead in climate resilience, sustainability, and global climate justice.

📚 References & Further Reading

1. The Conversation Africa
   Green Energy and protecting Nature get the Thumbs up in Climate Change study in 68 Countries
   By Marina Joubert, Stellenbosch University.
2. Juan Cole – Informed Comment
   Africa: Green Energy and Protecting Nature Get the Thumbs Up in Climate Change Study in 68 Countries
3. Nature Climate Communications Research (Open Access)
   Original dataset and peer-reviewed results may be available through academic repositories affiliated with the study team (e.g., Stellenbosch University Climate Research Centre).
4. AllAfrica News Summary
   Africa: Climate Study Shows Strong Support for Nature and Clean Energy