Attitudes towards climate change and scientific stories

To determine perceptions of climate change among millennials and Gen-Z, eighty respondents participated in one of four focus groups to discuss perceptions of climate change messages. The objective of this exploratory conversation with the participants was to determine climate change perceptions and understand more completely how attitudes of climate change are developed, to what strategic narratives these participants have been exposed, and how participants both consume messages and engage in message generation. The findings from this research will support or negate the findings of previous research on strategic climate change narrative themes, expand the number of themes of strategic narratives, and provide direction for developing climate change narratives that more effectively move future generations to action.