Multi-Sensory Climate Center (MSCC)

We have to rewire our thinking about how to engage people for whom climate is simply not top of mind. 

We need to meet people where they are, to understand their emotions, to connect climate to the issues people already care about. We need more effective engagement not more evidence. 

To move beyond what people tell us, the MSCC is designed to surface people’s unconscious emotions related to the climate challenge. Orfield Laboratories developed Perceptual Market Research (PMR) to measure pre-verbal emotional and associative responses to visual and sensory stimuli. Experience a demonstration of how we will map people’s emotions to climate.

We cannot continue to seek different results today from the communications approaches we have used for years. To get different results, we need to change our own thinking about engagement.

During Climate Week 2026, visit the Engagement Lab of the Multi-Sensory Climate Center to see how we can set the foundation for a new climate narrative.