What if cheaper, faster and better didn’t have to destroy our planet? That’s the question Tom Steyer explores in his book about how climate capitalism might be the answer to winning the climate war.
I’ll admit I was a little skeptical about the idea of “cheaper, faster and better” being a climate solution. But as Steyer points out, the ability of capitalism to scale up climate technology can also be used as a force for social good (as long as it’s used judiciously, of course).
Here are a few lessons that I gleaned from the book:
Lesson 1: Climate action is the obvious answer
Whether communicating about rising costs, fewer jobs, immigration, global conflicts, pollution or other major crises we are currently dealing with, Steyer says climate action is an obvious answer to the problem.
Research shows that climate change directly or indirectly contributes to migration, pollution and armed conflicts, which means the right climate action can help us reduce the severity of these crises. Clean energy and tech are already cheaper than fossil fuels in many parts of the world, and renewable energy projects have supported over half a million jobs since 2022.
No matter which issues your audience most cares about, you can frame climate action as a solution.
Lesson 2: Stop looking for the lies; identify the liars instead
It can be very hard to sort through all the misinformation and disinformation that pervade the climate space to find the true answers. Steyer’s approach to it: find the source of the information and figure out what their agenda is instead of sorting through each, individual fact.
The fossil fuel industry has built a decades-long campaign spreading climate disinformation and slowing down climate action. If you hear statements about climate change that originate from those who have historically been against climate action, chances are that you are their latest target for misinformation.
So, stop looking for the individual lies and “sharpen your bullshit detector” by figuring out who the liars are, says Steyer.
Lesson 3: We all need to play our parts in taking climate action
The climate crisis can often bring along a sense of hopelessness and doomerism because all signs point towards a bleak future. But Steyer says that “rooting for the end of the world” also doesn’t make the world any better.
So act. Do your part, even if that means you simply participate in the occasional beach cleanup when you can. There is no guarantee that our actions will save the world, Steyer says, but being involved in climate action can give you a sense of purpose.
Lesson 4: Every climate solution and philosophy, including climate capitalism, has its drawbacks
Climate capitalism has the potential to scale climate technologies like solar panels and windmills and make them cheaper and widely available, but it isn’t a perfect philosophy.
Steyer says that while climate capitalism can help us win the climate war, rampant and unchecked capitalism also comes with cons that can work in the opposite ways. And that’s why governmental rules and regulations are necessary to check and balance out some of these drawbacks.
My takeaway from this: no climate solution or philosophy is perfect. As communicators, it is our responsibility to acknowledge the good and the bad. But we must always try to do what is better for our communities and people, and this means taking multiple approaches towards climate action, so we can minimize the negative effects of charging forward with only a single approach.
Lesson 5: Being right about climate change doesn’t mean we’ve won
Climate change is no longer a matter of opinion; it is fact. Climate change is real, and it is here to stay whether or not we admit it. But as Steyer points out, we can’t win the war by simply bringing people to a consensus on the issue. We need to convince people to act on the crisis.
A recent study from the University of Oregon shows that solutions-focused messaging can spur more climate action. The work that journalists and communicators engage in documenting climate change and its effects is extremely important. Still, it is also necessary to give people hope to fight for the future, and framing our messaging in more actionable ways is a big part of that.
Finally, Tom Steyer is coming to USC on March 3rd to talk about the book and his work as a climate activist, and I want to invite you all to come hear him out. We hope you’ll join us for the post-talk book signing, too, and please don’t forget to RSVP so we can get you some pizza!
Rhysea Agrawal is a multimedia journalist and the Center for Climate Journalism and Communication’s Engagement Coordinator.
