Georgia and Moldova are navigating dual transitions, aiming for a green and just development agenda while managing complex political challenges. Both countries are at strategic geopolitical crossroads, where political pressures shape public discourse and information spaces. In Moldova, the state’s transfer of gas distribution from Gazprom’s subsidiary to Energocom in August 2025 marked a strategic move toward energy independence. In contrast, Georgia faces scrutiny over democratic backsliding and institutional tensions, though the government has reaffirmed its commitment to reforms and national sovereignty. Progress on climate reforms in both countries relies heavily on trusted, transparent communication with the public.
Public awareness of climate change is high in both countries, but knowledge and understanding remain limited. Surveys show that while citizens are concerned about environmental issues, climate change rarely ranks among top national priorities, with economic concerns dominating. Without clear, relatable communication linking green reforms to tangible benefits such as cleaner air, improved health, job creation, and energy savings, public engagement is limited and misinformation can thrive. Effective communication is essential to transform climate policy from a distant concept into a shared societal effort.
The analysis identifies competing narratives shaping public perceptions. A pro-European “Green Growth” narrative frames reforms as modernization that enhances energy independence, economic development, and health outcomes. Conversely, narratives emphasizing economic anxiety highlight potential costs and job risks, especially during crises, while anti-Western disinformation campaigns exploit gaps in transparency to undermine reforms. These dynamics make strategic, relatable, and locally grounded communication critical to foster understanding and public trust.
Strategic communication and public engagement are central to supporting a just transition. Governments should coordinate messaging across ministries, civil society, and international partners to maintain consistency, use positive storytelling to illustrate tangible benefits, and address public concerns with empathy and transparency. Inclusive engagement, especially of vulnerable or marginalized communities, ensures citizens see themselves as active participants in the green transition. Educational initiatives and media literacy programs can empower the public to discern misinformation, while partnerships with media, civil society, businesses, and international actors can amplify credible messages and reinforce trust.
Institutional transparency and media integrity are also essential. Governments should establish dedicated communication units, provide clear, consistent, and people-centered messaging, and leverage digital tools and open data to increase accessibility and credibility. Rapid response systems and collaboration with fact-checkers and civil society can counter false narratives, while updated media policies and engagement with technology platforms can limit the spread of disinformation.
Supporting civil society, independent journalism, and private-sector actors as multipliers extends the reach and credibility of reform messaging. Highlighting local success stories, showcasing tangible benefits, and engaging trusted community voices can build widespread support. International partnerships provide additional expertise, resources, and legitimacy, reinforcing national efforts and facilitating cross-country learning.
Ultimately, Georgia and Moldova’s climate and energy reforms will succeed only if citizens trust them and see clear benefits. Comprehensive, consistent, and multi-channel communication strategies, aligned with reform milestones and policy rollouts, are critical to maintaining visibility and relevance. Transparency, active public engagement, and the inclusion of diverse messengers ensure that citizens become co-owners of the green transition, strengthening both its legitimacy and resilience.
