Climate Emotions

#ClimateWeek is behind us. Now what? Everyone agrees the current climate narrative isn’t working. That has to change. And we’re on it.

The Multisensory Climate Center is a bold and exciting project we’re developing with Orfield Laboratories, Inc. The goal is to detect and scientifically measure how people feel about climate change, not just what we *think* we feel or know.

Because we don’t live through facts alone. We experience the world with all five senses—and with emotions we often can’t name, let alone explain. And while science is critical, emotions that are often unconscious drive behavior.

We know this. We feel this. We’ve seen it. We’ve lived it. Despite billions spent, award-winning films, and decades of reports, Earth still has a fever. The data hasn’t moved us—not at scale, not deeply enough.

Orfield Labs has spent more than five decades measuring people’s unconscious sentiments, the feelings our brains don’t detect but that powerfully influence our behaviors. Pause and read that again! Orfield operates a suite of custom-built labs to do this, including the “quietest place on earth.” No joke.

We’re currently laying the groundwork to design the first research space dedicated to measuring people's emotional responses to the climate crisis—before the brain can edit or rationalize the feeling. Because our brains often misread our emotions.

Our goal for the Center is to be immersive, educational, and, yes, entertaining and stimulating. It will enable us to generate and measure real, sensory-based insights into what actually moves people—across age, background, and belief.

Those insights could be the foundation for an entirely new kind of climate engagement, a narrative that's grounded not only in science but also in core feelings that can inspire action.

Awareness is not enough. We need to build a narrative that touches us at our core—if we aim to save our planet and ensure a livable future.

Explore our Multisensory Climate Center:
https://lnkd.in/ewmkW6KC