Who do we trust on climate change, and why?

• “Climate scientists” and “friends and family” are the most trusted sources. • Clarity, shared values, and sincerity predict trust across audiences. • Believers and skeptics value different communicator traits. • Tailoring messages and messengers to the audience can build climate engagement. Trust in climate communicators is a critical determinant of whether the public accepts and acts upon climate change information. Yet most research to date has focused on who is trusted, with less attention to why certain messengers are deemed trustworthy. Using survey data from 6479 participants across 13 countries, this study examines (1) which sources of climate information are trusted, (2) what features make a communicator trustworthy, and (3) how these judgments differ between climate change believers and skeptics. Scientists were the most trusted sources among climate believers, but overall, the most trusted sources are informal and identity-based: “friends and family” and “people like me.” Across the sample, trust was predicted not only by demographic variables but also by specific communicator features: most notably clarity, shared values, sincerity, and being respectful of opposing views. Believers and skeptics prioritized different features, underscoring that trust is not a universal response but shaped by ideological identity. These findings reveal the layered and audience-contingent nature of trust in climate communication. By identifying the features that drive trust across different audiences, this study offers practical guidance for communicators interested in tailoring messages and messengers to more effectively engage the public on climate action.