Carbon markets, Nationally Determined Contributions (NDCs), climate finance, decarbonisation, adaptation and mitigation dominate climate policy discussions. Yet, their meaning often remains distant from everyday life. How does climate adaptation help a farmer facing crop failure? What does climate finance mean to a community experiencing water shortages?
These questions highlight the need to connect climate science and policy with people’s lived experiences.
In Kenya, where agriculture supports millions of livelihoods, climate information can help communities make informed decisions, prepare for risks and identify opportunities. For instance, drought can reduce pasture and animal feed, affecting dairy production, farmers’ incomes and milk supplies. Explaining these connections helps consumers understand how weather conditions influence food systems, while recognising that prices and availability also depend on market forces and distribution costs.
Seasonal weather forecasts present another communication challenge. Anticipated El Niño conditions and enhanced rainfall do not mean every region will experience identical weather. Explaining regional differences, forecasting uncertainties and the distinction between daily weather and long-term climate trends helps audiences interpret changing conditions accurately.
Effective climate communication requires more than scientific accuracy. Information must also be relevant and understandable. Farmers may be concerned about shifting planting seasons and rising feed costs, while urban residents face heat, flooding and water shortages. These experiences provide practical entry points for explaining complex climate issues.
Communities also possess valuable environmental knowledge. Listening to farmers and pastoralists can help communicators identify information gaps and understand local priorities. Journalists, community radio stations, teachers and agricultural extension officers can further improve access to reliable information.
Climate communication also strengthens public accountability by helping citizens understand government policies, climate financing commitments and institutional responsibilities.
For communication professionals, success should not be measured solely through media coverage, audience reach or online engagement. It should also be assessed by whether people understand information and can use it to make informed decisions.