I think the term you are searching for is 'agenda'.

In Postmodern speech, there is always a social agenda behind any communication. This frames the problem and then determines the solution. Knowledge becomes the tool of social agendas. Information is not communicated unless it fits a certain social narrative.

Degrowth is pushing the social agenda of anti-capitalism. Cows producing methane is pushing veganism. Critiques of urban sprawl and transportation are pushing communitarianism.

In Postmodernism all ideas must have a social 'value'. It is these ideas that are pushed over others. Instead of trying to solve objectively real problems, ideas are gauged by what social value it has.

This also allows people to be tricked into thinking that some ideas are important when they are not. Instead of addressing coal production we instead focus on paper straws over plastic ones.

The 'burn out' by most of the population on climate change comes from the fact that people instinctually know when there is an agenda behind and idea, and see it as unauthentic.