Researchers have identified top groups of trusted messengers, from social-media star-quality influencers to kids. This salon owner is training hundreds of hair stylists in Australia with her program A Brush With Climate, noting that women often chat with their stylists about their deepest fears and proudest moments. During Covid, the world saw the power of scientists and health-care professionals to call the shots; we see what happens when their warnings are ignored. Also powerful: faith leaders (cf. “the Pope effect”); broadcast meteorologists; staff at zoos, aquariums, museums, and nature centers; university leaders; and other sector leaders, like farmers.

Many of these networks are already organized and training their members to communicate effectively about climate change. To this established list add first responders, celebrities, business leaders, top athletes, best-selling authors, team captains, favorite news media (anchors and commentators), and late-night comedians. The potential for engagement is huge. For example, 181 million visit American zoos and aquariums each year. Cultural institutions are seen as politically agnostic, adding to their appeal.

Trusted Messengers on climate change are everywhere: respected folks who step up, get stuff done, and make friends along the way. And as Dr. Ed Maibach says (above), you are a Trusted Messenger in your circles. Yes, you! Speak up!