Modern societies have loose ties to nature, environmental processes and problems remain mostly invisible to our eyes. This paper investigates environmental experts' motivations, thoughts, attitudes and beliefs in relation to environmental communication and their practice in promoting changes in people's environmental behavior via fifteen in-depth interviews from Hungary. The interviews reveal the potential for establishing human-nature connectedness in childhood or through field encounters, faith, but reflect the ambiguous nature of fear appeal in environmental communication. Many barriers hinder communication, such as inadequate messaging, social inability and defense mechanisms that could be overcome by using examples and policies close to people. The answers given in interviews suggest that grassroots initiatives are not satisfactory, yet an engaged society can influence decision-makers to strengthen the aims with top-down regulations.