Project period: September 2024

Client: SPD (Social Democratic Party of Germany)

Target group: SPD members and the general public

Format: Participation of Janna Hoppmann (ClimateMind) in a panel discussion, together with Kevin Kühnert (then Secretary General of the SPD), Sara Schurmann (Climate Journalism Network) and Delara Burkhardt (MEP)

Initial situation

The aim of a public panel discussion organized by the SPD was to discuss effective strategies for communicating climate policy in light of increasingly polarized debates and stagnating transformation dynamics. The central question was: How can we talk about climate policy in a way that makes people accept measures rather than resist them?

ClimateMind's approach

Janna Hoppmann brought a new perspective to the stage on behalf of ClimateMind – scientifically sound, practical, and psychologically effective:

A psychological view of climate communication. Janna Hoppmann showed how cognitive biases, social norms, and emotional resonance influence the effectiveness of political messages.
A triad for effective communication. Empathy for target groups, action-oriented knowledge, and a personal, approachable tone were identified as key success factors.
Impulses for political communication. The discussion encouraged supplementing traditional debates with more human-centered communication strategies.

Relevance for other decision-makers

Whether ministries, political parties, or local authorities—the question remains the same: How can we generate acceptance for effective climate policy?

The ClimateMind approach shows that:

psychologically based target group thinking brings political messages from paper into people's minds—and into acceptance.
Empathetic, people-centered communication is not a “soft skill,” but a strategic must.

This is particularly relevant for political organizations of all kinds that want to use climate communication as a lever for change—across party lines and internationally.

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