A journalism project is launched to give a voice to the 89% of the population who want political change

In the midst of a world shaken by conflict, geopolitical tensions, socio-economic crises and rapidly changing priorities, climate change seems to have lost the prominence it fought so hard to gain. Media and political attention has shifted to more immediate, or, at least, more visible crises. However, global warming continues to advance, silently but devastatingly.

And in that silence, there is a truth that we are not hearing enough: between 80% and 89% of people worldwide want their governments to do more to tackle climate change. This is not a minority, it is an overwhelming majority. And yet many believe they are alone in their concern. This is what is known as the ‘spiral of silence’: when we don’t know that the majority thinks like us, we stop talking… and nothing changes.

This is where the power of communication comes in. And this is where projects like The 89 Percent become invaluable.

What is The 89 Percent Project?

Driven by the international network of journalists Covering Climate Now, The 89 Percent Project was created with a clear goal: to give visibility to the silent majority who want climate action. It does this by bringing together media outlets from around the world at two key moments of the year: Earth Day and the run-up to COP30, to tell real stories about real people and show that the desire for change is much more widespread than we think.

What is interesting is that this is not a campaign with a single editorial line or large resources behind it. It is an open invitation to media outlets and communicators to contribute from where they are, with their voices, their style and their audiences.

Communicating to change

At 10 Billion Solutions, we deeply believe in the power of communication. We are an agency specialising in sustainability and climate change, and we work every day to transform data into narratives, concerns into mobilisation, and individual commitments into collective impact.

Our job is not just to tell stories, but to ensure that they reach the right people, at the right time and with the right words.

But beyond techniques or resources, what drives us is something much simpler: we believe that communication can be a turning point. That it can break bubbles, build bridges and remind millions of people that they are not alone in their desire for a better future.

Breaking the spiral of silence

Putting climate change back at the centre of the global conversation requires more than scientific data. It requires stories, it requires emotion. It requires those who communicate, from journalists to agencies, from activists to influencers, to understand that they are speaking on behalf of a majority that is ready, but does not feel represented.

That is why the work of initiatives such as The 89 Percent is more important than ever: because when global priorities are in disarray, it is when we most need to remember what is truly urgent.