Reticence or guilt-tripping?

Scientist’s positions in sustainability communication

Abstract

What is the most optimal way to communicate about sustainability issues? This brief review uses climate communication as an example illustrating some of the key challenges of communication related to sustainability transition. Climate communication has been criticised as unnecessarily alarmist and making people feel overly guilty. With examples from recent Finnish debate, the review argues that such criticism is largely unfounded. The review concludes that guilt is a useful emotion that should not be avoided but constructively fostered in climate and sustainability communication.