When Facts Crumble

6 Aug

Written By Sian Phillips

The #1 Global Risk—And It’s Not What You Think

It’s not floods.

Not wildfires.

Not war.

According to the World Economic Forum’s Global Risks Report 2025, the top-ranked global risk over the next two years is none other than:

Misinformation and disinformation.

For organisations on the frontlines of place-based climate work—landowners, local authorities, NGOs, and the third sector—this finding couldn’t be more relevant.

Why It Matters for Climate, Land, and Nature Organisations

Those working to restore biodiversity, decarbonise heat, install renewables, or engage communities in land use change are already familiar with the tension between long-term public benefit and short-term controversy. But what happens when the conversation itself is manipulated?

From wind turbines facing coordinated opposition based on false claims, to rewilding projects derailed by viral misinformation, or even heat pump myths slowing net-zero retrofits, disinformation has become a critical threat to effective climate and nature action.

The challenge isn’t just getting the science right.

It’s getting the story correct, and keeping it that way.

Trust is a Nature-Based Solution

Many of us—whether managing estates, conserving habitats, or leading sustainability programs—rely on public engagement, cross-sector partnerships, and community buy-in. In this context, trust is one of your most valuable assets.

When that trust is eroded—by manipulated data, fear-mongering headlines, or AI-generated content—everything slows down:

Planning consents stall.
Local support dwindles.
Political decisions shift.

As the WEF report notes:

“Widespread use of disinformation could severely hinder progress on urgent global challenges, weakening the societal cohesion needed for collective action.”

— Global Risks Report 2025, World Economic Forum

Local Projects, Global Context

While the WEF survey polled global experts, the real-world implications often play out locally. For organisations like the National Trust, RSPB, Wildlife Trusts, or rural councils, misinformation can take the form of:

“Solar farms are industrialising the countryside.”
“Wind turbines will kill all the birds.”
“Heat pumps don’t work in winter.”
“Net zero means banning farming or banning cars.”

Individually, these claims may seem fringe. But repeated at scale—often with the help of coordinated online networks—they erode support, sow division, and slow necessary action.

So What Can We Do?

If you’re a landowner, councillor, NGO, or trust leader, you’re not powerless. But you do need to respond strategically.

1. Audit Your Risk Exposure

Understand where misinformation could derail your work, public consultations, planning applications, or tenant engagement.

2. Build Narrative Resilience

Pre-bunk the myths before they take hold. Be transparent about trade-offs. Use your organisation’s trusted voice to explain complexity with clarity.

3. Invest in Local Partnerships

Strengthen ties with parish councils, community reps, schools, farmers, and local media—these are the nodes of trust in a noisy world.

4. Educate Internally

Make sure your staff and volunteers are confident in spotting and responding to misinformation, especially those working directly with the public.

5. Engage Authentically

People can tell the difference between spin and genuine dialogue. Open up your decision-making processes. Where possible, invite scrutiny and co-create solutions.

Rebuilding Trust is Climate Work

At Resilient Horizons, we work with purpose-led organisations—especially in the land, nature, and place-based sectors; to navigate the messy intersection of climate action, public trust, and social risk.

We believe rebuilding trust is one of the most under-acknowledged forms of climate resilience.

And we’re here to help you do it well.

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