Building trust through community conversation on climate misinformation

In an era where climate change is more visible than ever — rising urban temperatures, extreme weather events and increasing instances of poor air quality from wildfire smoke — the demand for accurate and trustworthy information is critical. The University of Waterloo, in collaboration with the Waterloo Climate Institute, hosted an impactful community lecture addressing this pressing issue. The lecture addressed the growing concerns over how misinformation hampers efforts to mitigate climate change, and it also explored how misinformation has sown seeds of doubt in scientific research and solutions.

This public lecture is part of the Trust in Research Undertaken in Science and Technology (TRuST) scholarly network effort to bring together researchers and practitioners from across disciplines to improve communication with the public and build trust in science and technology.

The panel discussion was moderated by Fatima Syed an Ontario-based reporter for The Narwhal.

Panel participants were:

• Dr. Sarah Burch, professor, Canada Research Chair and Executive Director, Waterloo Climate Institute, University of Waterloo
• Dr. Juan Moreno-Cruz, professor and Canada Research Chair, University of Waterloo
• Janna Wale, Indigenous Climate Researcher, University of British Columbia

Burch, an expert in sustainability governance and innovation, opened the discussion by highlighting Canada's efforts in climate action. “While it's clear there is still much work to be done to mitigate climate change, the notion that nothing is being done or that no progress is being made is a prime example of the misinformation and disinformation we face,” Burch said.

Climate misinformation is a major obstacle to effective climate action, with social media and unverified sources amplifying false information that misleads the public and delays policy solutions. The event tackled this issue while also exploring strategies to build public trust in climate science.

Drawing on both the research expertise of the Waterloo Climate Institute and Indigenous ways of knowing, the discussion highlighted how both scientific knowledge and a deeper connection to the land can help clear confusion and guide effective climate action.

“Climate change reflects a loss of balance in our relationship with the land,” Wale said. “My community has lived sustainably on our territory for thousands of years. Not only can we offer solutions to combat climate misinformation, but we also have time-tested ways of working with the land. Indigenous Peoples are leaders in maintaining a sustainable relationship with the earth, and we are ready to share these ideas and bring these solutions forward.”

Burch emphasized the importance of researchers being fully engaged with communities throughout the entire research process, rather than taking an extractive approach. “Researchers can’t just parachute into a community, conduct their studies, and then leave,” she said. “It’s crucial that we earn the trust of the communities we work with. Trust isn’t something we can take for granted simply because we are experts. Many of us have built our careers off research done in these communities, and we owe it to them to stay engaged and ensure our work benefits them in meaningful ways.”

As the evening progressed, panellists shared strategies for countering misinformation through better communication and accessible scientific outreach. They discussed combating disinformation funded by fossil fuel interests, promoting transparent access to climate data and approaching misinformation with family and friends using a values-based approach.

“We need information to make decisions, but we are often overwhelmed by the sheer volume of it, including misinformation and disinformation. Instead of trying to process all the data, focus on what truly matters to you and your relationships,” Moreno-Cruz said. “Approach discussions with care and empathy — understand your loved ones' perspectives and express your own. Simply bombarding others with facts isn’t persuasive. It’s more effective to listen and seek to understand.”

To conclude the event, audience members were invited to ask questions. Several participants voiced concerns about how they can better identify misinformation, what we needed to prepare the next generation to tackle the climate crisis and contribute to climate resilience in their own communities.

Panellists emphasized that while local actions are essential to reducing carbon emissions, communities need support from larger institutions and governments, as they lack the resources to address sustainability on their own.

“Reducing greenhouse gas emissions and implementing climate adaptation strategies are huge challenges. Municipalities and communities are already financially strained, and they need more support from higher levels of government. Property taxes alone were never intended to cover these critical responsibilities,” Burch said.

The lecture wrapped up with a post-event reception, where attendees had the opportunity to network with panellists and engage in deeper conversations on climate action and misinformation.

TRuST’s Scholarly Network’s Charting a Course in the Sea of Climate Misinformation lecture demonstrated the critical need for accurate, trustworthy information in the climate space.

The Waterloo Climate Institute will continue its work addressing the pressing issues of climate change and developing solutions to build more resilient communities. At the same time, the TRuST network will carry on promoting trust in science and technology — bridging the gap between research, communication and public understanding.

The next TRuST event is scheduled for January 2025. Visit the TRuST website for updates on the scholarly network’s activities.