Awareness of the true scale and effect of environmental issues. This part of the narrative has been around for decades, and has gained traction in recent years. But by itself, without hope to make any difference individually, or contribute to realistic solutions, this approach only serves to demoralize and desensitize it's listeners.
The second ingrediant is hope. Hope that individuals can make an impact, even if many people don't change their habits. Hope by itself doesn't help either, because when we simpily hope, we wait for someone else to come up with an answer. We need to believe that we can and must change our own actions, and that we will make a bigger impact.
Lastly, we need convienient, viable solutions. Awareness of environmental devestation and hope that salvation is possible are useless if not for realstic solutions that people can channel their efforts towards. Many of the most readily available options are things like recycling, which is not only complicated and inconvienent, but also not very effective, seeing as the infastructure isn't in place to make recycling sustainable. Another popular option is beach cleanups, which treat a symptom, not the root of the problem, and mainly serve as a way for people to clear their conciousness. Any plastic collected is usually cycled back into trash, ending up in landfils or back in the ocean anyways. It's hard to determine what convienient and viable solutions are, which slows change, because it is a crucial ingrediant in determining a productive narrative.
Studies found that most Americans think of climate change as an extremely pyscologically distant risk. Any uncertianty or inconsistancies in the argument decreases it's effectiveness. A narrative has to be presented that has extreme clarity, both in the truth, and indivduals contributions to it. That is hard to achieve, because of the amount of misinformation and distrust that circles every issue. Only 90% of scientists agree that climate change is happening and is human induced.
People generally agree that climate change is an issue that needs to be dealt with, but they don't want to be the ones to deal with it. Because it is framed as such a large and communal issue, everyone is less likely to spearhead action.