For an introduction, Communication for Change (C4C) is a consultancy firm that works at the intersection of research and strategic messaging to advance social causes in Indonesia and strengthen civil society. From our experience working on several climate-related projects, we’ve learned that the road to climate progress in Indonesia is challenging. Beyond the lack of political will from the government on issues such as climate change and energy transition, there is also a low level of public demand.
Our 2021 research revealed that many people do not fully understand what climate change is and tend to prioritize economic benefits over environmental protection.
We suspect this lack of public support is influenced by the dominant narratives embedded in society, many of which are shaped by government messaging. Narratives are basically stories, they are chronological sequences of events linked by cause and effect. Humans rely on narrative structures to interpret events and make sense of the world around them. In this way,
narratives can shape how people perceive reality.However, we cannot rely on assumptions alone. To better understand the relationship between public perception and dominant narratives, we initiated a research project aimed at mapping the prevailing narratives around environmental sustainability and economic development in Indonesia.
Once we understand the dominant narratives circulating in the public sphere, we can begin to develop and disseminate new narratives, ones that help build public demand for environmental sustainability without framing it as a trade-off against economic growth.
Here’s some of what we’ve learned from that research.