Communicating the value of climate adaptation in polish cities: A social media-based analysis

The aim of this article is to compare the approaches to communicating values used by Polish cities on social media when presenting climate change adaptation initiatives and to identify analytical patterns explaining the emphasis on particular types of values. In this way we conceptualize value prioritization within the Theory of Consumer Values framework in the context of urban climate adaptation. Our findings demonstrate how multidimensional value framing—encompassing functional, educational, emotional, social, and conditional aspects— promotes individual and collective action, enhances the acceptance of nature-based solutions, and strengthens community resilience. By bridging economic and ecological perspectives, our study offers practical insights for policymakers and communicators seeking to foster inclusive engagement and sustainable urban futures. This article contributes to the growing body of research at the intersection of urban sustainability, strategic communication, and value creation. A mixed-methods approach combining qualitative content analysis and quantitative text mining of social media posts. The study is grounded in Consumer Value Theory. Climate adaptation activities are communicated in multidimensional ways, including functional (utility), epistemic (education), emotional (attachment), social (community cohesion), and conditional (strategic) use. Cities frame these efforts as meaningful value propositions to diverse stakeholders. Urban policymakers and communicators should strategically highlight both economic and symbolic benefits of climate adaptation measures to enhance stakeholder engagement and public support. This study bridges urban sustainability and strategic value communication, offering insights into how climate adaptation can serve as a dual-purpose strategy—both environmentally responsive and entrepreneurially positioned.