What do you call creators who talk about climate?

Seriously, what do you call a creator who integrates climate and environmental themes into their storytelling? No, this is not the start of a joke, but a niche with an identity crisis.

A name, please?

How do we define this emerging space for climate storytelling? That’s the puzzle I’ve been sitting with lately. And if you work in climate communication, science communication or sustainable branding, you might be feeling this tension too.

Climate content doesn’t just live in climate bubbles anymore.

There are more and more science creators (like Neil deGrasse Tyson, which we dedicated last entry on) that are making climate content within a broader niche.
Lifestyle influencers are weaving sustainability into fashion and travel videos.
Brands are collaborating with creators who touch on climate and sustainability topics, without making it their core niche.

This is bigger than climate communication. It’s climate storytelling, told across every niche, platform and creative format possible.

But herein lays the challenge... There’s no clear term for this emerging space, yet.

Do we call them eco creators? Seems too limiting. Greenfluencers? Sounds promising? But personally, I feel more like a creator than an influencer... Climate communicators? Doesn’t quite fit the lifestyle department. Impact creators? Broad, but a little too vague at the same time.

The reality is we’re building this space as we go 👇

A green creator economy

We’re shaping a new green creator economy, where:

🧑‍🔬 Scientists can learn about TikTok storytelling.
💼 Brands are rethinking how they partner with creators.
🤳 Creators from every niche (like travel, food, fashion and tech,...) are realizing they too have a role to play in shaping these climate narratives.

With Creators For Climate, we’ve come to embrace this ambiguity. Because let's be honest, there won’t be one perfect term. Instead, we need a flexible language framework that reflects the diversity of the space.

Here’s how we’re thinking about it:

For climate-first creators: Climate Creators, Eco Creators, Sustainability Creators
For science communication: Science Creators, (Public) Science Communicators
For lifestyle & travel influencers: Conscious Creators, Impact Storytellers, Greenfluencers, Creators Who Care
For brands & NGOs: Green Creator Economy, Climate Storytelling, Environmental Storytelling

But, this isn’t just a branding exercise

Why all the fuss over a few niche terms (literally)?
Well, it's about how we can:

Make climate storytelling inviting, especially for creators who don’t normally see themselves in the climate space (Mr. Beast for example, with #TeamTrees and #TeamSeas).
Help sustainable brands find the right partners, without only looking at “green" influencers.
Expand climate communication beyond the usual climate echo chambers. We've tried it, it doesn't work. We need to get into broader science, culture, fashion, food, tech and whatever else people watch online.

This is the opportunity in front of us: To build a climate storytelling movement that’s as diverse, creative and unexpected as the creators themselves.

And yes, the terms we use will evolve over time. But if we get the positioning right, at this moment, we create space for every creator, scientist and brand to see themselves as part of this movement.

That's especially important in times when inclusion and empathy are under attack (like…tell me, how is it bad to care about other people??) 👇