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.

One of the dominant narratives we identified in our research is the belief that the benefits of economic development will naturally be distributed evenly across everyone. This narrative suggests that as long as the economy grows, prosperity will eventually reach everyone. It’s a comforting idea, but it doesn’t always reflect the reality on the ground.In practice, the distribution of economic gains is often hindered by competing political interests, entrenched patronage networks, and a complex, sometimes inefficient, bureaucracy.

These structural issues can prevent the promised benefits of development from reaching the wider population, particularly those on the margins.Recognizing this gap between narrative and reality, we are working to develop an alternative narrative, one that encourages the public to move beyond passive optimism and adopt a more active role.

Rather than waiting for growth to “trickle down,” our narrative urges people to demand that the government take concrete steps to ensure fairer and more transparent distribution of development benefits.By shifting the focus from the inevitability of shared growth to the need for equitable governance, we hope to help the public rethink what real, inclusive development should look like, and to push for policies that make it happen.

Another dominant narrative we uncovered is the belief that “it is acceptable to sacrifice the environment, to some extent, in the name of economic development.” This narrative reflects a deeply rooted assumption that environmental damage is a necessary trade-off for progress and prosperity.

This finding builds on our earlier 2021 research, which showed that many people in Indonesia tend to prioritize economic growth over environmental protection. However, this more nuanced narrative helps us understand why people don’t necessarily dismiss the importance of the environment, but they believe that short-term economic gains justify environmental compromises.

In response, we have developed an alternative narrative that challenges this mindset. Our proposed narrative emphasizes that while economic development is important, it should not come at the expense of long-term environmental degradation. The consequences, ranging from public health risks and food insecurity to climate-related disasters, can ultimately outweigh the short-term economic benefits.

This narrative aims to reframe environmental protection not as a barrier to growth, but as a foundation for sustainable and resilient economic development. In doing so, we hope to foster a stronger public demand for policies and practices that prioritize both economic wellbeing and environmental sustainability, without forcing a choice between the two.

Our research also revealed that many people hold a partial and narrow understanding of what "development" truly means. The dominant narrative equates development almost exclusively with the construction of large-scale infrastructure, roads, bridges, buildings, and other visible physical projects. This narrative tends to frame progress in terms of concrete and steel.

While infrastructure is undoubtedly important, this view overlooks the equally critical dimensions of human development, such as education, healthcare, environmental protection, and community wellbeing. True development should be holistic, improving both the physical landscape and the quality of life for people within it.

In response, we have crafted an alternative narrative that advocates for a more balanced understanding of development. Our narrative emphasizes that infrastructure should serve as a means to enhance human development, not overshadow it. Investments in schools, clinics, clean water, and sustainable ecosystems are just as vital, if not more so, than physical construction projects.
By promoting this more comprehensive view, we aim to shift public expectations and encourage policymakers to design development strategies that put people, not just physical structures, at the center of progress.

From these dominant narratives, we begin to understand some of the underlying narrative factors that dampen the public’s sense of urgency around environmental sustainability. These narratives help explain why the public demand for sustainable policies remains limited, despite growing evidence of environmental degradation and climate-related risks.

To build on these findings, we are preparing to publish our full research paper in academic journals and present it at relevant conferences. We hope this can contribute meaningfully to the academic discourse around climate communication, public perception, and narrative framing in the context of Indonesia.

At the same time, we recognize that research should not be confined to academic circles. We also aim to make our findings and the alternative narratives we’ve developed accessible to a broader audience, particularly civil society organizations and think tanks working on environmental advocacy. To that end, we are compiling our research into an open-access data and knowledge platform. This resource is intended to support advocacy and campaign efforts by providing a solid, research-based foundation for narrative strategy, public engagement, and policy influence.

If you're interested in learning more about our research findings and the alternative narratives we've developed, we invite you to follow us on our social media channels. There, we’ll be sharing updates, insights, and the events that will follow up after that which is our data platform launch event in October 2025

Instagram: @c4c_id
LinkedIn: Communication for Change
Twitter: @C4C_ID

At Communication for Change (C4C), we’ve supported institutions in crafting and delivering policy recommendations and strategic campaigns that are evidence-based, politically savvy, and tailored to resonate with their stakeholders, including the general public.

Contact us to explore how we can help turn your research into strategic, impactful communication, whether through message testing, narrative development, or stakeholder engagement support.