Dr. Erika Schneider, Assistant Professor, Newhouse School of Public Communications, SU
Dr. Jason Davis, Research Professor, Newhouse School of Public Communications, SU
Dr. Regina Luttrell, Senior Associate Dean, Newhouse School of Public Communications, SU
Patrick Chambers, Student Researcher, Newhouse School of Public Communications, SU
Abigail Seltzer, Student Researcher, Newhouse School of Public Communications, SU
Melissa Nare, Student Researcher, Whitman School of Management, SU
On Jan. 24, 2025, researchers from Syracuse University’s Dynamic Sustainability Lab traveled to NYC to host “Climate Smart Solutions: Communicating Strategies for a Sustainable Future,” a workshop for media professionals. From journalists to strategic communications experts, participants engaged in a discussion about the opportunities and challenges we face in communicating environmentalism and climate-smart commodities. The workshop was led by S.I. Newhouse School of Public Communications faculty, Dr. Jason Davis, Dr. Erika Schneider, and Senior Associate Dean Regina Luttrell. The student researchers that presented included Abigail Seltzer (Newhouse), Patrick Chambers (Newhouse), and Melissa Nare (Whitman School of Management).
In the workshop, the market research team shared the results of its recent survey that was conducted to assess the perceptions of New York consumers, with representation across the state from Chautauqua to Suffolk counties. Results revealed that while 94% of respondents believe climate change is happening, awareness of CSCs is still relatively low. However, there’s a promising market segment—nearly half of consumers are willing to pay 20% more for climate-smart products. The survey findings highlighted a growing willingness to support sustainability, especially if the tangible impacts of these products on climate change can be clearly communicated. To tap into this potential, it’s essential to educate consumers with messaging that focuses on local impacts, accessibility, and tangible solutions for mitigating climate change. As awareness grows, there’s a significant opportunity to reshape consumer behavior, making sustainable agriculture a key component of mainstream consumption. The journalists and strategic communication professionals in the workshop acknowledged the challenges in navigating complex, often conflicting narratives around sustainability, but they also recognized the impact of using stories and statistics to convey climate impacts. By highlighting real-world examples of sustainable practices and the tangible benefits they offer to both communities and the environment, participants shared how there is an opportunity to bridge the gap between awareness and action. Collaboration with local farmers, businesses, and policymakers could further amplify the impact, ensuring that sustainable agriculture becomes not just an ideal but a practical, accessible choice for everyday consumers.
The attendees of the workshop included environmental reporters, public relations professionals, print and digital marketers, science researchers and communicators, and both staff and freelance journalists. Attendees provided key insights into both the journalistic and marketing spheres as to how communicators can educate people about climate-smart commodities. From the journalistic side, critical advice was provided about effective ways to spread social awareness of CSCs. Several mentioned that the term “climate-smart” may resonate poorly with certain audiences, as it can sound overly technical or condescending, potentially alienating those who might not identify with environmental jargon. The term could also be perceived as greenwashing if not clearly defined or backed by transparent, actionable steps. To effectively engage a broader audience, attendees noted that communicators may need to focus on more clear and accessible language, emphasizing the tangible benefits of these commodities in everyday life rather than abstract concepts. This feedback aligned with the market research team’s initial findings of some NYS consumers perceiving the term as elitist, as it might come across as something that is only relevant or accessible to a select, well-informed group. The growing importance of media placements in shaping discourse was also discussed, as well as the importance of representation in sustainability initiatives. One attendee, the CEO of a strategic communications and consulting firm, shared advice on the strategic necessity of directly learning public impressions through focus groups, informing and elevating our mission to spread awareness of climate-smart commodities.
In conclusion, the workshop highlighted both the challenges and the promising opportunities in communicating about climate-smart commodities. By bringing together journalists, communicators, and researchers, participants gained insights into how to effectively raise awareness and encourage action on sustainability through communication. Key takeaways from the workshop emphasized the need for clear, accessible, and relatable language to ensure inclusivity and further considerations for rolling out a label. As the conversation around climate-smart commodities continues to evolve, the role of media, strategic communication, and public engagement will be crucial in shaping a more sustainable future.
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