A climate story that resonates
At Supermachine, we’re all in for the climate. We’d rather not have water lapping at our noses here in Ghent. The Belfry under a blanket of smog? Hard pass.
But let’s face it: the current approach isn’t working. Doom scenarios, jargon, and endless graphs exhaust people instead of motivating them. The problem is clear: we’re telling the wrong story.
What the climate needs is fresh, creative, and human communication. Stories that inspire, move, and drive action. And that’s where we shine.
Another heatwave? We’d much rather warm up to each other. That’s why we're glad to help create a climate-neutral city, province and country. We want to build sustainable brands that support a greener planet. And why stop there? We aim for a more environmentally friendly world.
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Complexity and information overload
New regulations and frameworks come at us faster than we can keep up. In Belgium, each level of government has its own rules and goals. This creates a lot of information to process.
Misinformation
Many exploit this complexity to their advantage. Companies engage in greenwashing, while climate deniers cast doubt on everything.
Relentless negativity
The state of the climate? It’s not great. Negative news is everywhere, shouting how poorly we’re doing. It’s exhausting and demotivating. People tune out. Even with an issue as critical as the climate, we’re becoming numb.
A preachy tone
In the sea of negative reports, there’s often a wagging finger pointing blame. People always focus on what’s wrong, rarely on the efforts we make. It feels like no matter how hard we try, it’s never enough. We need to do more, and enjoy less.
An intangible problem
Climate change often feels distant, happening somewhere else, or far in the future. Solutions rarely deliver immediate, tangible results. What we can’t see, hear, or feel is hard to grasp.
Political polarization
The climate has become more of a political stance than a global issue. Support sustainability? Then you must be anti-business, anti-farmer or fill in the blank.
This divide results in labels like “Geitenwollensok” often hurled as insults.
(For the record, we don’t mind. In fact, we embrace it. See for yourself.)
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climate conversation is overly technical,
and instead of inspiring or motivating,
we look for scapegoats and excuses.
Research confirms the phenomenon of “climate fatigue.” A study from the National Library of Medicine found that constant bad news about the climate has negative effects. It reduces empathy. It also decreases engagement. People feel powerless, leading to one inevitable outcome: less action, less motivation.
The Yale Program on Climate Change Communication paints a similar picture. While 66% of respondents worry about climate change, only 27% feel motivated to act. Doom scenarios without positive examples are draining, leaving people disengaged. Research confirms the phenomenon of “climate fatigue.”
We’re exhausted
Despite all our efforts, it feels like we’re stuck in place. We give up comforts, adhere to stricter rules, yet where’s the reward? No good news, no chance to catch our breath.
Did you know we’ve stabilized and even shrunk the hole in the ozone layer? Probably not, because the spotlight focuses on what remains wrong. The fear of irreversible climate change grows, overshadowing any progress we’ve made.
Meanwhile, we see companies and foreign governments causing far greater harm. More and more people wonder, “Can we even make a difference?”
Desensitization sets in
Constant streams of negative reports make us numb. Over time, the news becomes background noise. Add to this the psychological distance (problems that feel far away, in time or place) and the result is apathy.
We beat the algorithm with a heartbeat.
True impact doesn’t come from data or algorithms; it comes from emotion, connection, and creativity. Where technology stops, we begin. With bold ideas and compelling stories, we move people, build communities, and deliver inspiring solutions. Creativity makes the difference. It breathes life into tough topics and sparks meaningful conversations that affect people.
In climate communication, we bring this vision to life with clear principles. This creates impact that inspires, connects, and motivates action.
- Stay positive and hopeful.
- Make complex topics simple and accessible.
- Tell stories that stick.
- Build a strong sense of community.
Things might not always be perfect, but if you look closely, there’s progress everywhere. And that’s where we focus: on innovations, successes, and what’s working. Positive stories energize, inspire, and make action appealing. Optimism is contagious, and we’re the spark to light it.
and accessible.
Big challenges, like climate change, don’t have to feel overwhelming. Forget complex analyses or incomprehensible jargon. Instead, focus on clear messages: who, what, why. Once people understand, the rest follows naturally.
Creative conversation starters make even the toughest topics approachable. Small steps lead to big movements.
Climate communication often stumbles over one major hurdle: complexity. The topic is so abstract that it’s hard to visualize. Everyone knows fire is hot, but what does half a degree of global warming really mean? It needs to be concrete.
Climate change needs a story with action, emotion, and meaning.
People respond not to dry facts but to vivid, memorable moments. Whether through laughter, tears, or a spark of hope, great stories make an impact.
For Supermachine, everything revolves around community building. People gather around brands, ideas, and shared passions. Our Heartbeat Blueprint™ brings people together, fostering pride and determination. Climate awareness becomes something to share, to do, and to grow stronger together.
By focusing on positivity, simplicity, impactful stories, and
community, we deliver climate communication that resonates. It’s
not just about raising awareness, it’s about inspiring action.
