Adapt and survive: Standing at the climate crossroads

Wait, what?

You heard right: if we want to get through to people, we need to start reframing the narrative. All this doom and gloom just makes people feel hopeless and switch off.

Sure, climate change is a threat, but it also offers us a unique opportunity to change the future. If we can identify climate adaptation solutions that address current challenges and drive innovation, prosperity and real impact, we have a chance to rewrite the climate story.

That was the overarching message from the MAIA project's first Adapting to Change event in Madrid, Spain, in 2024 brought together experts, policymakers and citizens to discuss one of the most pressing issues of our time: adapting to a changing climate. During one insightful evening, speakers, panelists and audience members shared knowledge, examples and a shared sense of urgency, but also optimism about the future.

Read on for a deep dive into the key takeaways from this engaging event, including reframing adaptation, communicating with citizens, the role of industry and much, much more.

The event was moderated by Cristina Monge, Political Analyst and Investigator in Government for the Ecological Transition. She set the tone by emphasizing that adaptation is not optional—it’s essential. In doing so, she challenged the common perception that addressing climate change requires sacrifice. Instead, she framed adaptation as an opportunity to improve our quality of life. 

For instance, Monge explained, changes like switching to public transport or adopting a  healthier, more sustainable diet don’t have to feel like you’re giving something up. Instead, we can see it as opening doors to a better quality of life. 

“Sustainability issues are about all of us living better,” she said, underscoring the transformative potential of the ecological transition for people as well as the planet. Always assuming that the ecological transition is a just one and does not disproportionately impact different sections of society.  

Monge also noted that, while the planet is resilient and will, ultimately, survive climate change, humans and other living beings are far more vulnerable. While the Earth can adapt to and recover from many changes in time, the biodiversity loss we are currently experiencing is irreversible—a stark reminder of what’s at stake. With this in mind, Monge urged attendees to seize what she called a “window of opportunity that is about to close” to mitigate the worst impacts of climate change while there’s still time.

For more insights from Cristina Monge, watch the full presentation.

While keen to stress that there is hope, speakers didn’t shy away from discussing the harsh realities of climate change. Then-recent events like the flash floods in Valencia, Spain, served as stark reminders of how vulnerable we are to extreme weather events. Participants also highlighted how climate impacts are not evenly distributed—some sectors and communities face far greater risks than others.

To address these challenges, adaptation efforts must be tailored to specific contexts. For example, urban areas might focus on enhancing infrastructure resilience, while rural regions could prioritize sustainable agricultural practices. This nuanced approach will be crucial going forward to ensure no one is left behind in the ecological transition.

The event also touched on how global political changes influence sustainability strategies. From evolving electrification policies to market trends in renewable energy, flexibility is crucial for businesses navigating this uncertain landscape.

Speakers stressed that while external factors like geopolitical events can disrupt progress, they can also create opportunities for innovation. The key is staying adaptable and focused on long-term goals.

On this topic, Carme Castro, CEO of Kainova and expert in change management in companies shared insights from her work on the role of organizations in driving adaptation. She emphasized that flexibility and innovation are key to navigating this complex transition. However, she also acknowledged that changing organizational structures and mindsets is no small feat. She also stressed the need for people to see the short-term benefits of changing habits or practices; talking in terms of 10 years is too distant to engage most people.  

Eduardo Galindo, Director of the Decarbonization Project at Renault Iberia, provided a compelling look at how the automotive industry–often reviled as contributing to climate change–is leading adaptation through vehicle electrification. While transitioning to electric vehicles (EVs) still presents challenges—such as high costs and limited infrastructure—it also offers immense potential for reducing emissions.

Galindo pointed out that supportive policies are critical for accelerating this shift. He cited France’s highly popular EV leasing program as an example of how governments can make sustainable options more accessible to everyday consumers. This kind of innovation will, he noted, be essential to align market dynamics with climate goals.

During the panel discussion moderated by Juan Luis Cano, journalist, member of Gomaespuma and former advisor of the Biodiversity Foundation, Galindo also discussed how shifting perceptions around car ownership could lead to more sustainable transportation habits. For instance, some consumers may be open to increased adoption of shared mobility services, while rural regions could benefit from improved public transport options.

Crucially, these changes require not only technological innovation but also cultural shifts. As panelists noted, we need products and solutions that adapt to people’s lives—not the other way around. 

For more insights from the panel discussion, watch the recording.

The importance of involving citizens in practical projects was a recurring theme of the event. One inspiring example from an audience member outlined community composting initiatives, which not only reduce waste but also serve as an educational tool for promoting sustainability. However, inequality remains a significant barrier to widespread change. As Juan Luis Cano noted, “How can you involve someone who can't afford to buy meat that’s even one cent more expensive?”

Mónica Sánchez Bajo, Subdirectorate General of the Spanish Office for Climate Change Adaptation also highlighted the need to adapt all sectors to climate change equally to avoid exacerbating disparities and vulnerabilities. This aligns with the broader concept of a just transition—one that minimizes harm and maximizes benefits for all. Sánchez Bajo also stressed the need to avoid maladaptation, which occurs when climate adaptation measures displace risks to other groups or areas, or even unintentionally generate more emissions. 

For more insights from Mónica Sánchez Bajo, watch the full presentation.

The challenges and complexities of taking climate change messages to the public were touched on in a presentation from Manuel Rodríguez of Bla Bla Lab. They recently conducted a study profiling and categorising the Spanish population into eight distinct groups based on their attitudes toward climate change. This research revealed significant–and often surprising–differences in how people perceive and respond to environmental issues, underscoring the need for tailored communication strategies to help drive change. 

One standout insight was the importance of using relatable language and channels to engage different audiences. Humour and storytelling were highlighted as particularly effective tools for breaking down barriers and making complex topics more accessible. 

For more insights from Manuel Rodríguez, watch the full presentation.

To share the European Commission’s response, María José Sanz Sánchez, Scientific Director of the Basque Centre for Climate Change (BC3), outlined how the MAIA project, which she coordinated, aims to improve scientific communication and foster collaboration among diverse stakeholders. For example, citizens, policymakers, researchers and businesses. Sanz outlined the challenges of scientific communication and stressed the importance of connecting knowledge across disciplines and regions to create cohesive strategies for adaptation. 

For more insights from María José Sanz, watch the full presentation.

Mónica Sánchez complemented this by outlining Spain’s National Adaptation Plan. She explained how tools like Adapteca and its resources such as the “climate scenario viewer” are helping policymakers and citizens alike to understand climate risks and plan accordingly. These resources are designed to make complex climate data accessible and actionable—an essential step in empowering communities to adapt effectively.

For more insights from Mónica Sánchez Bajo, watch the full presentation.

Adapting to climate change is undeniably complex—but it’s also an opportunity for transformation. By embracing innovation, fostering collaboration, and prioritizing a just transition, we can build a future where both people and the planet thrive. The road ahead may be challenging, but as this inspiring event demonstrates, we have both the tools, the technology and the determination needed to succeed.

As the conference drew to a close, participants reflected on what it will take to rise to this challenge. Collaboration emerged as a central theme—whether between governments and businesses or scientists and citizens, working together is essential for success.

As Cristina Monge tells us, adapting is not just about survival; it’s about thriving in a changing world.