Unnatural Disasters - When We Talk About Extreme Weather Events

This information is based on Potential Energy's research and report, "Unnatural Disasters - Connecting the dots when communicating about extreme weather and climate change". It highlights a critical shift in how we should talk about extreme weather and climate change to inspire action.

To read the full report, click here.

The Current Situation

Extreme weather events such as droughts, floods, and severe heat waves are escalating—becoming more frequent, more severe, and more dangerous. These events are putting millions of people at risk and destroying places we love.

Although it’s well-established that these disasters are driven by carbon pollution from burning fossil fuels, many people still don’t make the connection between extreme weather and human activity. In fact, some view these changes as ‘natural,’ based on how we've been naming these events, and fail to see the direct threat to their communities.

Many remain unaware of the real risks, how close to home these dangers are, and the solutions that could mitigate them.

Learn more: Unnatural Disasters - Connecting the dots when communicating about extreme weather and climate change - by Potential Energy

The Communication Challenge

Effectively communicating the links between the climate crisis, extreme weather, and fossil fuel pollution requires careful consideration. To drive meaningful action, we need to improve how we talk about the root causes and the solutions available.

For decades, we’ve labeled these events as “natural disasters.” But this term downplays human influence, reinforcing the idea that extreme weather is inevitable and beyond our control. If people believe these events are “natural,” how can they feel empowered to demand change?

Choosing the right words is critical. Different terms can trigger different reactions, often depending on values or political beliefs. In today’s polarized environment, our challenge is to use language that fosters understanding and urgency without creating further division.

Learn more: Unnatural Disasters - Connecting the dots when communicating about extreme weather and climate change  - by Potential Energy

A New Approach

Potential Energy is advocating for a new approach to extreme weather events - Unnatural Disasters is a new narrative that will lead to more action and demand for action.

➡️ Unnatural Disasters - This term clarifies that this is not due to natural cycles and highlights human influences.

➡️ Pollution - Universally disliked, the term pollution effectively communicates the problem.

➡️ Human Stories - Making the issue relatable by sharing real people's stories instead of general stats makes the issue relatable and personal.

➡️ Education over Anger - Information and awareness builds a stronger foundation for advocacy than blame or anger. Don't assume people know the causes and solutions.

➡️ Here & Now - the urgency must be clear, it's happening to us, our family, our communities, right here, right now.

➡️ Collective Action - Instead of focusing on individual changes, we must highlight the need for collective, systemic efforts, such as policy change. This is more empowering and can lead to greater results.

Learn more: Unnatural Disasters - Connecting the dots when communicating about extreme weather and climate change - by Potential Energy

Takeaways

When an unnatural disaster strikes, people are more likely to seek information about the climate crisis we are facing. This is a powerful opportunity to highlight the connection between fossil fuels and extreme weather.

By framing these events as “unnatural disasters,” we shift the narrative from resignation to empowerment. This messaging gives us agency—it makes it clear that we can demand change and pursue solutions.

Reports like this one from Potential Energy help us refine our messaging to ensure it leads to real action.

To dive deeper into these ideas, you can read the full report Unnatural Disasters: Connecting the Dots When Communicating about Extreme Weather and Climate Change here.