What it takes to make nature matter in 2026
As the world prepares to gather in Manchester for IPBES-12 – a landmark biodiversity summit bringing governments, scientists, business leaders and civil society together to review the state of nature and the new Business and Biodiversity Assessment – we reflect on some the priorities for communicating about nature in 2026.
Nature is no longer a niche issue, yet attention is fragmented and audiences are far more demanding of clarity, with tangible examples of measurement and progress.
Across our work over the past year – spanning forests, the ocean, food systems, business, communities and finance – a clear set of themes is emerging. Together, they point to a shift in how nature is talked about, who it is talked to, and what successful communications are expected to achieve..
Here are the key themes shaping nature communications in 2026.
1. Nature as critical frame for interconnected issues
The strongest communications in 2026 will position nature as essential infrastructure – underpinning economic stability, climate resilience, food security and public health.
That shift is increasingly reflected beyond the usual environmental spaces. In the UK, an intelligence assessment published by Defra released in January warned that global nature loss poses a direct threat to national security and prosperity, citing “cascading risks” including conflict, migration, competition for resources, and potential impacts on food security through reliance on at-risk ecosystems.
This framing is important because it puts the emphasis on the risks of not acting – and it meets decision-makers where they already operate: resilience and long-term stability.
We have used the same logic in recent narratives that connect forests to finance and governance, the ocean to livelihoods, and ecosystems to long-term economic risk. For example, our partnership with the Forest & Climate Leaders’ Partnership focused on elevating forests as central to land tenure, sustainable construction and forest finance debates – not simply conservation outcomes.
The lesson is clear: audiences engage when nature is presented as something we all rely on, not a “nice to have”.
2. Scaling impact through unified action
In a crowded space, it is increasingly difficult for organisations to cut through in isolation. Credibility increasingly comes from coalitions that speak with a unified voice, even when members span governments, NGOs, business and civil society.
We’ve seen this in action through initiatives like Business for Nature, Nature4Climate, Nature Positive Initiative and Bloomberg Philanthropies’ Together for the Ocean campaign – where shared narratives, unbranded assets and coordinated media strategies help to align dozens of organisations around clear, high-impact asks.
Coalitions work best when the narrative is tightly defined, partners are empowered to co-own the message, and communications tools & frameworks help to make participation easy. The result is amplified influence and increased momentum.
3. Evidence-led storytelling that inspires movements
The backlash against greenwashing and misinformation has raised the bar for evidence. But in 2026, data alone still isn’t enough.
- The most effective campaigns combine:
- Robust research and credible data
- Human stories that make impacts tangible
- Clear narratives that link cause and consequence
This balance has been central to work like the National Wildlife Federation’s Coast to Coast film, which grounded a complex and polarised issue in local voices, shared values and lived experience – while directly addressing misinformation. In helping NWF to develop and share this important documentary, we have seen firsthand the benefits of combining evidence with compelling storytelling.
4. Business audiences want direction and clarity
Business engagement with nature has matured quickly. Many companies now accept the case for nature-positive action – 93% now mention nature in their public disclosures – but are unsure what credible action looks like.
Effective communications now focus on clear frameworks and guidance, practical pathways and case studies that feel inspiring and achievable.
Campaigns such as Business for Nature’s It’s Now for Nature Pulse indicate the current state of play for businesses, and outline the concrete steps for business leaders backed by tools and real-world examples. At the same time, the Nature Positive Initiative is developing a set of metrics to ensure businesses and other actors have a clear consensus on the state of nature now, providing clarity on what improvements are needed to ensure we deliver nature positive outcomes in line with our global goals. This clear direction will be essential as nature risks and dependencies increase.
5. Local communities as strategic decision makers
The role of Indigenous Peoples and Local Communities (IPs & LCs) in nature and climate governance is no longer symbolic or supplementary. At moments like COP30, IPLCs were central political actors – shaping outcomes on forests, land use, adaptation and finance, not simply providing “voices from the ground”.
This has important implications for nature communications. The most credible strategies now recognise IPs&LCs as decision-makers with authority, while reflecting land rights, tenure and governance as core nature issues.
For communicators, this requires a shift in mindset. IPs&LCs are not an audience segment to be reached, but strategic partners whose legitimacy, knowledge and leadership fundamentally strengthen the case for nature-positive action.
6. Local communities as strategic decision makers
As we face division and polarisation at every turn, nature is revealing itself to be one of the few unifiers, connecting people of different backgrounds and political persuasions.
In the wake of Trump’s election victory in 2024, a US movement – Nature is Non Partisan – launched to draw people together based on their shared love of nature. In the UK, More in Common’s research from late 2025 shows that supporters of all parties from the Greens to Reform have something fundamental in common – pride in their local green spaces. We need to help people connect the importance and value they place on nature in their communities, to the actions that businesses and policymakers make at a global level.
If protecting nature became a major electoral issue across countries, we’d see a much greater acceleration in action.
Looking ahead
Nature communications are entering a more demanding and more consequential phase. Audiences want clarity, credibility and a sense that action is possible – and necessary.
From forests and mangroves to water, the ocean and business transformation, the challenge for communicators is clear: move beyond awareness and help turn attention into intent.
Described as ‘the IPCC for nature’, events like IPBES-12 are strategic moments to do that – convening evidence, policy and action in one place.
At Greenhouse, we work with organisations, coalitions and leaders to do exactly that – combining strategy, evidence and creative storytelling to help turn nature ambition into credible action and impact at the moments that matter most.
