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Communicating Climate
Risk……an opportunity?
“First they ignore you, then they
laugh at you, then they fight you; then
you win”
Mahatma Gandhi
“Scotland AD3000 .. but not as we know it”“Government figures show Britain will fail to meetits Kyoto obligations”
“Airlines flying into turbulence over climate change law”
“Lesson from 55 million years ago says climatechange could be faster than expected”
“POLLUTION WATCHDOGS HORROR PORTRAIT OF FUTURE BRITAIN”
“Greenland warming speeds rise in sea level”“Climate change 'a serious threat' to heritage”
“Cows are gas nuisance”
60 per cent of articles ‘negative’
(fail to mention possible solutions)
Fear is winning: > 59% of stories are “negative” > 15% of stories are “balanced” > 25% of stories are “positive”
“The Bells of New Orleans Toll for the Whole Planet”
Independent on Sunday
The Financial Times - 63 climate change articles and had an average Fear/Hope rating of 2.7
Independent - with 60 articles and a pessimistic outlook
The Sun (3 million readers- just four (hugely negative) articles.
Climate Change coverage
Values Modes: Who are we talking to?
1.21% Settlers- Security/sustenance driven, backward
looking, yesterday was better
2.44% Prospectors- Esteem/outer-directed needs, ‘in the
now’, fashion, status, success
3.35% Pioneers- Inner-directed needs, ethical, self-
exploration, look forwards, like change and discovery
Promoting Photovoltaics…
Settlers
Prospectors
Pioneers
ACTIONSomeone else
SOLUTIONI’d rather not change
INCENTIVEQueen, council, neighbour = ‘normal’
We should organise
I’ll do it myself
If fashionable
Good for planetEthical imperativeLet’s do it!
Network of interesting people doing it for a good cause
Add value, latest thing/trend
Do you agree or disagree that the world's climate is changing?
95%
5%
AgreeDisagree
National Research
To what extent do you think Climate Change is a result of human behaviour or natural changes? Do
you think Climate Change is ......?
72%
23%
5%
due to humanbehaviour
due to naturalchanges
don't know
National Research
The UK Government
Industry and businesses
You, personally
Your local community
1. No influence 11 10 26 17
2. A little influence 13 17 45 40
3. Some influence 21 21 21 29
4. A large influence 52 50 7 12
Don't Know 3 3 1 3
79
21
concernedunconcerned
National Research
How much influence do you think … can have on limiting Climate Change?
How concerned are you about the impact of Climate Change in the UK?
Who, if anyone, have you heard talking about Climate Change recently? (prompted)
government/ politicians
friends/ family
charities pressure groups
local authority
celebrities
colleagueschildren
no one
National Research
And where, if anywhere, have you seen or heard anything about Climate Change recently?
TVMagazines/ newpapers
radio
internet
leaflet
schools local activity
nowhere
National Research
Blowing Away Myths…
1. Challenging habits of climate change communication
Don’t rely on concern about children’s future or human survival instincts
Blowing Away Myths…
1. Challenging habits of climate change communication
Don’t create fear without agency
Blowing Away Myths…
1. Challenging habits of climate change communication
Don’t attack or criticise home or family
Blowing Away Myths…
2. Forget the climate change detractors
Blowing Away Myths…
3. There is no ‘rational man’
Blowing Away Myths…
4. Information can’t work alone
A New Way of Thinking
5. Climate change must be ‘front of mind’ before persuasion works
A New Way of Thinking
6. Use both peripheral and central processing
A New Way of Thinking
7. Link climate change mitigation to positive desires/aspirations
A New Way of Thinking
8. Use transmitters and social learning
A New Way of Thinking
9. Beware the impacts of cognitive dissonance
Linking Policy & Communications
10. Everyone must use a clear and consistent explanation of climate change
Climate Change
GreenhouseEffect
Global Warming
Linking Policy & Communications
11. Government policy and communications on climate change must be consistent
Audience Rules
12. Create ‘agency’ for combating climate change
Audience Rules
13. Make climate change a ‘home’ not ‘away’ issue
Audience Rules
14. Raise the status of climate change mitigation behaviours
Audience Rules
15. Target specific groups
Style Rules
16. Create a trusted, credible, recognised voice on climate change
Style Rules
17. Use emotions and visuals
Effective Management
18. The context affects everything
Effective Management
19. The communications must be sustained over time
Effective Management
20. Partnered delivery of messages will be more successful
“Human history is a race between education and catastrophe”
HG Wells
Thank You
Solitaire TownsendManaging Director
Futerra Sustainability Communications Ltd
[email protected] 7378 4000
