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