Abstract
Climate denial is often misunderstood as ignorance, but evidence from neuroscience reveals it as identity protection. This perspective integrates insights from the neuroscience of belief, emotion, and decision-making into climate communication, arguing that resistance to climate action reflects how people process information, not how much they know. Scientific messages that conflict with people's values or group identities often provoke reinterpretation or rejection of the facts. Climate change is also a uniquely abstract and psychologically distant threat and fear-based appeals often backfire unless paired with agency and clear solutions. More effective communication must be participatory, emotionally intelligent, and grounded in trust, aligning with audience values and reducing psychological threat. Approaches built on empathy, local context, and collaboration can make climate communication not only more persuasive but also transformative.