This publication presents a comprehensive guide on how social marketing can drive meaningful climate action through inclusive communication, behavioral change, and community empowerment. Drawing from global examples and research, it explores how social marketing frameworks can strengthen climate adaptation, carbon mitigation, and biodiversity conservation, while advancing gender equality and socio-economic inclusion (GESEI).
Developed under the Flood Impacts, Carbon Pricing, and Ecosystem Sustainability (FINCAPES) Project—funded by Global Affairs Canada and jointly implemented by the University of Waterloo’s Faculty of Mathematics and Faculty of Environment, the paper provides practical insights and inspiring case studies from youth movements, Indigenous leadership, women’s empowerment, and climate justice campaigns.
It serves as a valuable resource for policymakers, practitioners, educators, and advocates working to communicate climate action more effectively and equitably.
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