What does it take to dismantle climate skepticism in one of the most trusted professions in America?

Tom Clark sits down with Professor Ed Maibach to unpack one of the most remarkable stories in modern climate communication.

16 years ago, US TV weathercasters were split down the middle on human-caused climate change. Today, more than 95% accept the science and they’re reporting on local climate impacts 1,200% more often than before.

In this episode Ed reveals how this transformation happened, exploring:

• Why climate change is fundamentally a public health issue
• The hidden power of “trusted messengers”
• What the tobacco wars teach us about Big Oil today
• Why funding, not evidence, is the biggest barrier

Recommended book: Ministry for the Future by Kim Stanley Robinson

Follow Ed Maibach at https://www.linkedin.com/in/ed-maibach-0537882b/

Additional notes:

Climate Matters Project

https://climatecommunication.gmu.edu/climate-matters/

Oil and Tobacco PR playbook

https://www.ciel.org/news/oil-tobacco-denial-playbook/

TV Weathercasters’ Views of Climate Change Evolving

https://journals.ametsoc.org/view/journals/bams/98/10/bams-d-15-00206.1.pdf

Senator Bill Frist on How Climate Is a Health Issue

https://time.com/collections/earth-awards-2025/7279443/bill-frist-acceptance-speech/

Katharine Hayhoe

https://www.ted.com/speakers/katharine_hayhoe

Every 10th Degree matters

https://www.ipcc.ch/report/sixth-assessment-report-cycle/

Renewables cheaper than fossil fuels

https://www.reuters.com/business/energy/around-90-renewables-cheaper-than-fossil-fuels-worldwide-irena-says-2025-07-22/

Margaret Mead quote

https://www.goodreads.com/quotes/1071-never-doubt-that-a-small-group-of-thoughtful-committed-citizens

The Guardian

https://www.theguardian.com/environment/climate-crisis

Fossil fuel subsidies

https://ourworldindata.org/how-much-subsidies-fossil-fuels

Cleaner air for Londoners

https://www.bbc.co.uk/news/articles/cgq9nnj274xo

Released: 18 February 2026

Run time: 44m

Listen on: Spotify | Apple Podcasts | Youtube

Title: Steph Speck, Global Director, Strategic Partnerships, Engagement and Communication at the Alliance of Biodiversity International and CIAT

The one strategy climate communicators need: unity in a sea of messages

Steph Speck talks to podcast host Tom Clark. Steph is a global leader in climate investments and she shares her experience of:

• Using bold narratives and strategic messaging to drive climate action in fragile regions
• How storytelling can mobilise billions, reshape perceptions, and accelerate change
• Raising $1.3 billion for the Palestine Investment Conference
• The power of unifying messaging to combat misinformation and inspire real-world action.

Perfect for climate communicators and activists, this episode offers insights into crafting compelling narratives that foster hope, trust, and urgency - ultimately transforming complex science into actionable change.

Recommended books: Ministry for the Future by Kim Stanley Robinson & What We Can Know by Ian McEwan

Follow Steph at https://www.linkedin.com/in/stephanie-speck-51416511/

Additional notes:

89% project - https://89percent.org/

Pluralistic Ignorance - https://wearethemajority.earth/

Jacqueline Novogratz - https://acumen.org/jacqueline-novogratz/

Carbon footprint - https://www.theguardian.com/commentisfree/2021/aug/23/big-oil-coined-carbon-footprints-to-blame-us-for-their-greed-keep-them-on-the-hook

Fossil fuel subsidies - https://www.imf.org/-/media/files/publications/wp/2025/english/wpiea2025270-source-pdf.pdf

Mistral AI “Le Chat” - https://mistral.ai/

ESG AI footprint calculator - http://impact.esg.ai/

Catherine McKenna - https://www.womenleadingonclimate.org/our-podcast

Released: 11 February 2026

Run time: 48 minutes

Listen on: Spotify | Apple Podcasts | Youtube

Podcast Host Emma Crow-Willard talks with Tom Clark about:

• His inspiring journey from a successful consulting career to becoming a leader in climate communication
• How storytelling and video are transforming the way we address climate change
• The importance of grassroots activism and the need for a unified approach to climate, nature, and sustainability
  

Recommended book: The Uninhabitable Earth by David Wallace-Wells

Additional notes
Check out the research Tom mentions by Kris De Meyer https://www.ucl.ac.uk/climate-action-unit/about-us

Released: 4 February 2026
Run time: 44 minutes

Listen on: Spotify | Apple Podcasts | YouTube | Audible | Amazon Music