How to Make Messages Resonate? Listen Intently

Too often, we assume that the right words, the right facts, or the right framing will naturally persuade. That if we just explain things clearly enough, logic will prevail. But the true measure of successful communication isn’t how well we craft a message, it’s whether it resonates. And that starts with meeting people where they are, not where we wish they were.

Last fall, while attending an oil and gas-focused conference, I stumbled upon a fascinating interactive display. It asked participants a seemingly straightforward question: Do you think a net zero economy by 2050 is achievable?

The responses were overwhelmingly skeptical. As someone who has spent much of my career communicating the solutions driving net-zero goals, it was a wake-up call. Perhaps naively, I believed messages of impact and innovation were breaking through to a wide audience. I was wrong. I wasn’t just failing to connect with this audience—I hadn’t even considered their reality. It felt like I was speaking an entirely different language, and the conversation was slipping away before I could fix it.

That moment forced me to rethink what it really takes to make a message resonate. It isn’t just about what you say; it’s about whether you’re truly listening to your audience.

For many at the event, the goal of net zero by 2050 felt unattainable, if not outright impossible. But as I reflected on their responses, it became clear their skepticism wasn’t unfounded. It was rooted in the realities of their industries, shaped by economic pressures, operational challenges, and the sheer scale of transformation required.

The Power of Context

This realization stayed with me and prompted an important question: What would the results look like at a different kind of event?

A few weeks later, the Sun PR team attended a climate tech-focused conference and posed the same question: Do you think a net-zero economy by 2050 is achievable? The results were far less homogenous. Instead of overwhelming skepticism, I encountered a range of perspectives. 

Attendees approached the question thoughtfully, weighing the challenges and opportunities through their own lived experiences. While there wasn’t unanimous support for net zero by 2050, there wasn’t unanimous doubt either. What stood out most was the critical, solution-oriented mindset. While these attendees still saw barriers, they also saw paths forward.

This experience highlighted a simple but powerful truth: context matters. The way people perceive ambitious goals like net zero isn’t just about the facts. It’s shaped by their industries, priorities, and lived realities.

Beyond the Echo Chamber

One of the biggest challenges in addressing climate change—or any systemic issue—is breaking out of our own echo chambers. It’s comfortable to engage with those who share our views. The conversations flow easily, and there’s a shared sense of urgency and purpose. But real progress often requires engaging with those outside our immediate circles, considering the skeptics, the uncertain, and even those who are actively resistant.

The differences between the two conferences I attended highlight the importance of meeting people where they are. At the oil and gas-focused event, many attendees viewed net zero by 2050 as unattainable because of the scale of operational and economic shifts required. At the climate tech conference, attendees saw the goal as challenging but achievable, provided we accelerate innovation and collaboration. Neither perspective is inherently wrong; they’re just different lenses shaped by different lived experiences.

Understanding Your Audience

As communicators, we often think of “knowing your audience” as tailoring messages to their values and beliefs. But true resonance goes deeper. It’s about genuinely understanding where they’re coming from.

What are their pain points?

What systemic or personal barriers do they face?

What would it take to help them see change not as a threat, but as an opportunity?

For many, skepticism is not a rejection. It’s a reflection of real concerns. When we fail to listen intently, we miss the chance to address those concerns and craft messages that inspire belief and action.

Listening as a Strategy for Change

If we want our messages to resonate, we have to hone in on our listening skills. Instead of rushing to form an argument or rebuttal, we need to pause and truly hear what’s being said. Where is the skepticism coming from? What underlying realities shape a person’s viewpoint? What concerns are left unsaid?

When we approach conversations with curiosity rather than a need to convince, we uncover the real barriers to belief. Maybe it’s an economic reality, an operational challenge, or a trust gap that facts alone can’t bridge.

By listening first, we can move from persuasion to collaboration. Instead of telling people why they should believe in change, we can work alongside them to identify what makes it possible.

That’s how real conversations begin. And that’s how messages truly resonate.