How to talk about climate change?

It is unfortunate, but even before starting the project we knew that phrases such as “climate change,” “environmental disaster,” and “be eco-friendly” have become forbidden words. They have been used so often in recent years that they no longer fulfil their function. The overused expression “climate change” has lost its meaning, while the word “ecologist” is now associated with a protester blocking traffic in the city centre or splashing paint on works of art. This is no longer the language of benefits that resonates with the public.

We need to approach the issue differently. Together with a group of experts, we will return to the Romantic era—when understanding a problem and finding a solution required combining different fields of science. Today, after two centuries of specialisation, such an approach is particularly challenging, but we have an idea.

On 23–25 June, the KUMAK Masurian Biodiversity Centre hosted a meeting of Four Worlds: representatives of the exact sciences, social sciences, humanities, the arts and journalism. We’ve pooled our expertise to better understand the challenges we face and to develop language and narratives capable of inspiring real changes in people’s attitudes and behaviours.

And here it is…:

THE KUMAK BRAINS

  • dr hab. Olgierd Annusewicz

    A political scientist specialising in social, marketing and political communication. Lecturer at the University of Warsaw, trainer and consultant working with people from business, administration and non-governmental organisations. He teaches agreement building and is the author of the Persuasion without Conquest approach based on soft persuasion strategies.

  • Zbigniew Bohdanowicz, PhD

    Economist and psychologist. He studies social attitudes towards climate change, energy transition and climate policies. He promotes knowledge about the social and economic aspects of climate change and environmental degradation. He lectures at SWPS University.

  • Magdalena Budziszewska, PhD

    Psycholożka i badaczka, związana z Wydziałem Psychologii Uniwersytetu Warszawskiego. Redaktorka i współautorka podręcznika do edukacji klimatycznej: Klimatyczne ABC. Interdyscyplinarne Podstawy Współczesnej Wiedzy o Zmianie Klimatu. Bada wiedzę i emocje ludzi powiązane ze współczesnymi kryzysami środowiskowymi.

  • Marzena Cypryańska-Nezlek, PhD

    Social psychologist, head of the Centre for Climate Action and Social Transformation, USWPS. Her research focuses on the psychological and social consequences of climate change. She is also involved in developing educational programmes on climate action, nature conservation and social transformation.

  • Grzegorz Czemiel, PhD

    Assistant professor at Maria Curie-Skłodowska University and English translator. Interested in contemporary poetry, weird fiction, translation studies, literary theory and philosophy, especially ecopoetics and posthumanism. Translates poetry and academic texts.

  • Marta Duda

    Graphic designer. She designs publications and informational materials. She focuses on readability and organising content. Her designs help people understand and remember data and processes. Together with Beata Danowska, she runs the Dobry Skład design studio.

  • Agnieszka Durlej

    Director of the Strategy and Development Office at Bank Pekao S.A. An expert with 19 years of experience in corporate banking. She supports companies in ESG transformation. Member of the ESG Council. Graduate of the ALK Executive MBA programme.

  • Mateusz Galica

    Originator and leader of the "Humans Attack!" project. Managing partner at the green transition agency Lata Dwudzieste. Honorary member of PTBRiO. Author of children's stories. Graduate of the Warsaw School of Economics and Balticlead at Stockholm University. Combines communication, strategic and research skills for the benefit of human-nature relations.

  • Monika Gąsienica

    Facilitator, trainer, consultant associated with the Jagiellonian University Extension. Psychologist, graduate of the Jagiellonian University, certified facilitator of the International Association of Facilitators. She has facilitated and trained for, among others, Wikimedia, Szlachetna Paczka, CapGemini, Mondi, and KPMG.

  • Aleksandra Gołdys

    I am engaged in contemplating how to utilise and combine scientific knowledge and theories with the wisdom derived from practitioners across multiple sectors. I believe that through collective thinking and action, which is not afraid of the long term and responsibility for all species, we will be able to populate our Earth better. Associated with the University of Warsaw and EIT Climate-KIC.

  • Grzegorz Górecki

    The originator and founder of the Masurian Centre for Biodiversity and Education KUMAK. A social activist and organiser, involved in projects related to active nature conservation. His passion for nature led him, as a Warsaw city dweller, to choose the Technical College of Forestry in Białowieża, and then to graduate from the Faculty of Biology at the University of Warsaw.

  • Barbara Gregorczyk

    Music journalist. She hosts programmes on Radio Nowy Świat, among others. Author of the playlist "Ziemianie Atakują!" ("Humans Attack!") and interpretations of songs in the report "Humans Attack!" in 2024.

  • Oliwia Grochowska

    Junior Magician of Green Change in the 2020s. A representative of Generation Z, she brings a fresh, unconventional perspective to marketing communications and approaches every project with creative enthusiasm. In her private life, she is a horse lover, trainer and author of the industry podcast "Trzymaj kontakt".

  • Paweł Grzesik

    Facilitator, trainer, actor associated with the Jagiellonian University Extension. Graduate of Polish Studies at the Jagiellonian University with the title of international trainer-facilitator DBY-N. Creator of the Re-Aktor method of theatrical management training.
    He trains and facilitates for Deloitte, the Copernicus Science Centre, Wikimedia, the Rzeszów University of Technology, and the Krakow Opera, among others.

  • Julia Grzybowska

    As ESG Initiatives Coordinator at UN Global Compact Network Poland, responsible for climate education and training for companies on ESG reporting. Member of the Climate Education Team at the Ministry of National Education. Ambassador of the European Climate Pact. Member of the United Nations Association in Poland.

  • Magdalena Gzylewska

    A lawyer by education, an expert in communication by experience, she has been with ORLEN for 9 years. Currently pursuing postgraduate studies in ESG. At work, she focuses on counteracting greenwashing. Her multidisciplinary experience allows her to combine perspectives and navigate a variety of issues with ease.

  • Bartosz Jamróz

    A banking expert who firmly believes that responsible business is possible and does not exclude caring for the climate. Sustainable consumption, renewable energy and the circular economy are not magic words but real challenges that we must face, not only for ourselves but above all for future generations. He works for IKANO Bank.

  • Zbigniew M. Karaczun, PhD, Eng.

    Professor at the Warsaw University of Life Sciences. Conducts research in the field of climate and environmental policy, the integration of their objectives into agricultural policy and economic development strategies, as well as the process of Europeanisation of Polish environmental policy and environmental management. Managing expert of the Climate Coalition. Member of the Polish Ecological Club.

  • Maciej Konopka, PhD

    Professor at the Academy of Fine Arts. Designer. Creative director of the BRANDY DESIGN branding agency. Creator of graphic designs for exhibitions. Researcher and juror for competitions: STGU Project of the Year, KTR in the Design category, Art of Packaging, EPDA. Keynote speaker at the PTBRIO Researchers' Congress. For 15 years, he has been running the Packaging and Brand Design Studio at the Faculty of Design at the Academy of Fine Arts in Warsaw.

  • Ola Krawczyk

    I am a graphic recorder, graphic facilitator and the creative part of the SketchMovie film studio. Since 2014, I have been using and creating visual thinking tools to support companies and organisations in their communication, conceptual and strategic work. I listen. I think. I draw.

  • Katarzyna Król

    A researcher with 20 years of experience, Head of Sustainability Insights & Research at Zymetria. I support brands and society in sustainable development through research, science, technology, and creative methods. I educate people about climate issues – from conference rooms to city marketplaces. I love the Himalayas and swimming.

  • Wojciech Kubica

    Sociologist, researcher, educator. Employee of the Department of Sociology at the University of Economics in Krakow. Collaborator at the Jagiellonian University and AGH University of Science and Technology. Teacher of social studies, business and management at Da Vinci's International School.
    His interests focus mainly on the broadly understood subject of education.

  • Professor Szymon Malinowski, PhD

    Atmospheric physicist, researcher of clouds and atmospheric turbulence, science populariser. Founder and editor of Naukaoklimacie.pl, co-author of the textbook Nauka o klimacie (Climate Science), president of the Climate Education Foundation.

  • Marta Marczuk

    Partner at the green transition agency Lata Dwudzieste. Member of the research and communication project team "Humans Attack!", ambassador for the European Climate Pact. Obsessive lover of dogs and food.

  • Patryk Michalski

    Journalist for Polish Radio Programme 1 since 2013. In 2024, he worked in the team that prepared the introduction of climate services on Polish Radio. He hosts the programme Zmiana Klimatu (Climate Change) on Polish Radio 24. Outside of work, he is the president of the Warsaw Sports Club Volup. He is a lover of bicycles and Kampinos.

  • Katarzyna Mondel

    Guardian of Green Change in Lata Dwudzieste

  • Grzegorz Myćka

    Graphic artist, illustrator, designer, cultural animator, lecturer at Collegium da Vinci in Poznań. Winner of international awards in the field of poster art and illustration. Creator of murals, participant in exhibitions and graphic art festivals. His works are held in private and museum collections, including the National Museum in Poznań.

  • Wiktoria Płocha

    Sustainable Development Leader at IKEA. Both privately and professionally, she has been involved in environmental protection and sustainable development for many years. She is passionate about agile project management methods and cross-sector cooperation. She joined IKEA in 2021 and is responsible for circularity and climate.

  • Krzysztof Polak

    A cultural studies graduate (master's degree from the University of Wrocław, doctoral studies at SWPS in Warsaw). Co-founder of Semiotic Solutions – a company that introduced semiotics to the Polish marketing market. He is the co-author of over 300 projects based on semiotic and cultural analyses. Co-author of the book "Semiotics in Marketing".

  • Marcin Popkiewicz

    Megatrend analyst, expert and journalist focusing on the interrelationships between the economy, energy, resources and the environment. Author of books including Świat na rozdrożu (The World at a Crossroads), Nauka o klimacie (Climate Science) and Zrozumieć transformację energetyczną (Understanding the Energy Transition). Founder and editor of the websites naukaoklimacie.pl and ziemianarozdrozu.pl.

  • Patrycja Radosz

    A student of Interdisciplinary Individual Studies in Humanities and Social Sciences at the University of Warsaw, pursuing programmes in Psychology and Philosophy. Since 2023, she has been creating socially engaged content on the internet, educating people about elections and creating a space for dialogue with young people starting their adult lives.

  • Irmina Recka-Wyżga

    Manager, tutor, cultural animator, head of the Training and Professionalisation Department at the National Centre for Culture. She designs, coordinates and evaluates training programmes and conferences for managers, employees and cultural animators. She is involved in projects related to the process of change and professionalisation of cultural staff.

  • Izabela Rudak

    Psychologist with 20 years of experience in the research industry. President of PTBRiO (Polish Association of Market and Social Research) from 2012 to 2016. Client Service Director at TNS Polska (TNS Global Qualitative Team) from 2012 to 2015. Partner at Maison & Partners. Specialises in exploratory and social research. Conducts numerous strategic and research workshops. ESOMAR representative in Poland.

  • Tomek Sławiński

    Co-creator of the idea and Chief Creative Producer of the INSUMMIT Festival of Insights and Innovations. Co-founder of the Institute of Behavioural Economics. CEO of ORA&Funksters. Designer and producer of knowledge and skills transfer platforms. Founder of one of the oldest alternative schools in Poland. He consistently emphasises that development is more important than growth.

  • Kamila Solon-Serek

    Head of ESG Communication and Projects Team at InPost.

  • Aneta Stańczak-Boużyk

    Director of Communications at WWF Poland.

  • Areta Szpura

    A person for special tasks. She has done many different things in her life. From dressing Justin Bieber to saving the world. She currently works at the Stocznia Foundation as a Social Innovation Specialist, constantly sharing her thoughts on Instagram @areta 🌸

  • Zuzanna Szybisty

    Managing Partner at Profeina agency. Strategic communications expert. Author of several campaigns promoting clean air, sustainable development and energy transition. Co-creator of voter turnout campaigns ahead of parliamentary elections (Debiutanci ‘23) and European elections (#BrukselaToNieKurort).

  • dr Agnieszka Szymecka-Wesołowska

    Lawyer and partner at FoodLaw | Centre for Food and Product Law; Doctor of Law. She specialises in regulatory consulting for companies operating in the food and other consumer products market. Author of numerous publications (including books), academic teacher, business coach.

  • Orest Tabaka

    Co-founder of SketchMovie and creator of explainer videos. Conference photographer. Electromobility enthusiast. Gadget lover and technology consultant. Optimiser. Former minimalist. Co-creator of communication around the "Earthlings Attack!" project.

  • dr hab. Jacek Wasilewski
  • Martyna Węgrzyn

    Head of Communications and Spokesperson for the Danone group of companies. She has been working in communications since the beginning of her career, mainly in the field of sustainable development. After work, she immerses herself in contemporary literature, closely follows trends and enjoys active travel, always choosing destinations based on surfing conditions.

  • Maria Wiśnicka

    Deputy Director at the Office for Air Protection and Climate Policy at the City of Warsaw

  • Jakub Wojajczyk

    Editor and Team Leader at Zielona Interia. Environmental journalist with over 10 years of experience. Loves animals and nature. Most often travels around the city by bicycle.

  • Izabela Ząbek

    Psychologist, researcher, mediator. Strategic Account Manager at Kantar Poland. She specialises in research into innovation potential and sustainable development strategies.

  • Anna Zaborowska

    Biologist. She co-founded and works at the Masurian Centre for Biodiversity and Education Kumak. Her professional interests focus on herpetology and environmental education. Another important part of her interests is artistic activity; she has been involved in ceramics and batik for years. In art, she draws inspiration from nature, and in education, she relies on artistic activities.

Warsztaty w KUMAKu

DAY 1 – 23 June

10:00    We depart by coach from Torwar

10:10    Why are we here? – welcome – Lata Dwudzieste

10:30    Introductions

11:10    “How did we end up in this disaster?” – a conversation “on wheels” with Marcin Popkiewicz (Climate Science)

12:20    Clearings near the fossil fuel station – break

12:50    Introductions – cont.

14:30    We check into our rooms in Mikołajki

15:00    Lunch

16:00    Departure to the KUMAK Centre

16:15    Meet KUMAK! – Anna Zaborowska, Grzegorz Górecki, MCBiE KUMAK

16:45    “How to deal with the climate catastrophe?” – Marcin Popkiewicz, Climate Science

17:45    Break

18:05    “Fuck-up night – examples of unsuccessful environmental campaigns” – Aneta Stańczak-Boużyk, WWF

19:00 “Greenwashing watchdog” – Agnieszka Szymecka-Wesołowska, Centre for Food and Product Law

19:30   Return to Mikołajki

19:50   Dinner in Mikołajki

DAY 2 – 24 June

7:50 a.m.       Morning dose of Masurian air (canoeing or walking for those interested)

8:30       Breakfast

9:30       Departure to KUMAK

10:00    “Change may not be easy” – Dr Zbigniew Bohdanowicz, Information Processing Centre – National Research Institute

10:30    “Only one in twenty Poles understands what we have to say” – presentation of key data and segmentation of Poles from the “Humans Attack” study – Mateusz Galica, Marta Marczuk, Lata Dwudzieste

11:05    “Close encounter with the customer Earth” (trip and tour of the exhibition) – Anna Zaborowska, Grzegorz Górecki, MCBBiE KUMAK

12:40    Lunch

13:20   “How to change people’s attitudes and behaviours to counteract the climate catastrophe?” – anti-conference; facilitators – Monika Gąsienica, Paweł Grzesik

14.20   First anti-conference session with summary

15:30   Break

15:40    Second anti-conference session with summary

17:00    Break

17:20    Discussion of “homework” (concerns and barriers related to transformation activities)

19:00    Return to Mikołajki

19:15     Dinner with a view of Mikołajki

21:30    Walk across the lake

DAY 3 – 25 June

8:30 Breakfast and rubber band game at the tavern

9:40 Departure to KUMAK

10:00 Introduction to workshops (facilitators: Katarzyna Król, Iza Rudak, Marta Marczuk, Mateusz Galica)

10:30 Workshop session – Barriers and benefits of transformation – alignment with communication goals (work in four groups)

11:30 Presentation of the developed Barrier and Benefit Cards (within each of the four groups)

11:50    Break

12:05    What is a communication concept? – Mateusz Galica, Katarzyna Król

12:20    Workshop session – Developing communication concepts for environmental objectives

13:20    Voting for the best concepts

13:30    Lunch

14:10    Presentation of the best communication concepts

14:41    Summary – Mateusz Galica, Lata Dwudzieste, group photo

15:30    Departure for Warsaw

16:00    On the coach: Presentation of the anti-conference achievements

17:00    On the coach: We start reminiscing – film with photos from the trip

19:00   Arrival in Warsaw (Torwar)