The MSM want the latter but have chosen the former.

From 'Climate Crisis': The Media's New Catchphrase for Climate Change by Kalev Leetaru. Findings similar to a post of mine a couple of weeks ago, The demand for apocalyptic climate brands is not near what it used to be.
A couple of graphs from Leetaru.

How the media talks:

Even within the media, there is a not much of a constituency for climate crisis.

But among the public? They're not buying it yet either.

You can't push agendas and be a disinterested, trust source at the same time. The MSM want the latter but have chosen the former.