How should climate action be communicated in rural areas?

During the summer, we have mapped out concrete activities in Finland that aim to mitigate climate change and involve hands-on work, which could attract unexpected participants to climate work. As part of this, we have had the opportunity to learn about the activities of the Rural Education Association, Leader groups, and village associations, and to discuss with project leaders how to encourage rural people to get involved in climate work and how to approach climate issues in these environments. In the following, we will consider the strategies chosen by the projects and their potential and possible shortcomings in light of the interviews and observations.

The rural context deserves special attention because, as Heiskanen (2023) writes, the actions advocated by many national climate campaigns are perceived as more appealing among better-off urban dwellers. For example, climate communication encouraging people to reduce private car use may be perceived as accusatory in rural areas, as it does not take into account the realities of the region. It is therefore important to take into account people's different starting points and opportunities to participate in climate action so that everyone can be involved in joint efforts. 

One of the ways Heiskanen (2023) suggests responding to these challenges is to involve people in practical activities that are familiar enough not to cause anxiety, but still exciting enough to be fun. Many rural environmental projects invite people to participate in practical activities such as biochar production, electricity-free storage, or green roof construction. At the same time, they often aim to increase climate awareness in local communities and highlight small everyday actions that everyone can take to make a positive impact.

The projects encourage people to take action on climate change by helping them realize how their everyday activities may already include some environmentally sustainable practices and by recognizing the work they have already done. Ideally, this could help build an identity for people who take climate action, allowing them to feel that they are involved in climate efforts and sharing these goals with others. The next important step would be to find out whether bringing people together in this way could also serve as a way to reduce the polarization of the national climate debate. 

In addition to action, communication must also be engaging. The strategy behind many rural environmental projects is largely based on positive communication and avoids blame. In addition to encouragement, climate work favors plain language over academic terms to make climate issues feel accessible and understandable. For example, the Rural Education Association has chosen to highlight the principles of a moderate economy in rural areas by using the concept of “arkinuukailu”, which emphasizes thriftiness and resource conservation, rather than other potentially more polarizing terms.

However, it would be important to study the effects of climate work and communication in rural areas in more detail. This has also been highlighted in discussions with stakeholders. Once projects have been completed, it is difficult to assess their long-term impact. For example, there is no follow-up on whether the climate and circular economy plans made in the villages have become a permanent part of their activities or whether the practices created are spreading among local associations. 

The climate perspective and its global dimension also tend to be overlooked if we focus solely on practical actions in our immediate environment and avoid discussing overly divisive topics. Recognizing small actions is valuable, but at the same time, there needs to be a discussion about which actions are effective. Otherwise, there is a risk that the significance of the actions will be obscured or that the need for more ambitious action will not be recognized. Although these approaches may lower the threshold for participation, they may also obscure the goals of climate action if the extent of climate change and the means of mitigating it are treated too superficially.

If the climate theme remains in the background, the discussion on the need for radical change and how traditional rural lifestyles could serve as a bridge to it may also remain unaddressed. Therefore, more information is needed on the long-term effects of climate work in rural areas, both on the activities and mindsets of local people and on a broader societal level.

Text: Kia Karhunen and Jenna Kuivalainen

Photo: Anne Kinnunen, Aalto University

The authors are master's students in Environmental Change and Global Sustainability at the University of Helsinki and worked as research assistants in the Material Democracy project in the summer of 2025.

References: 

Heiskanen, E. (2023). Engaging “unusual suspects” in climate action: cultural affordances for diverse competences and improvised identities. Frontiers in Sustainability, 4, 1197885.