Drawing on anthropological research in North Carolina and the German Baltic Coast, Martinez argues that effective climate-change communication needs to take into account the cultural context of the intended the audience. While climate change is a global threat, local places vary widely in how much trust they place in climate science and how receptive they are to measures for mitigating and adapting to climate change. Rather than focusing on whether science should be centered or decentered in communicating about climate risks and responses, Martinez suggests that a deep understanding of a community’s history and culture should inform communication strategies, ensuring that these are appropriate and adapted to local values and needs.