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A summary of the initial findings of Maai, a proprietary research-led tool designed to enable journalists to create next-generation, data-informed climate narratives.
Understanding how to craft climate narratives that genuinely drive change is more critical than ever. And as technology emerges that can help us understand this more than ever, how can we create an ethical, equitable tool to help journalists do just this? This is the question that led to the Maai Platform being conceived.
This report represents a summary of the research behind Maai distilled into a number of immediate implementations for journalists and newsrooms crafting contemporary climate narratives.
These are based on the findings of a proprietary study revealing how journalistic choices shape public perception and response to the climate crisis and what can be done to immediately impact that narrative.
Using a first-of-its-kind climate discourse analysis—revealing what angles and frames make climate narratives truly effective—this research is fed by a database of over 7 million stories, from 1968 to 2025, from over 35,000 news outlets.
Want more detail? The full report can be accessed here. For more information on Maai email Shereen Daver: shereen@climatexc.org
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