Communicating
Climate Risk…
…an opportunity?
“First they
ignore you, then
they laugh at
you, then they
fight you; then
you win”
“Scotland AD3000 .. but not as we know it”
“Government figures show Britain will fail to meet
its Kyoto obligations”
“Airlines flying into turbulence over
climate change law”
“Lesson from 55 million years ago says
climate
change 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
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 readersjust 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
Promoting
Photovoltaics…
Settlers
Prospectors
Pioneers
ACTION
SOLUTION
Someone else I’d rather
not change
INCENTIVE
Queen, council,
neighbour
= ‘normal’
We should
organise
If
fashionable
Add value,
latest
thing/trend
Good for
planet
Ethical
imperative
Let’s do it!
Network of
interesting
people doing
it for a good
cause
I’ll do it
myself
National
Research
Do you agree or disagree that the
world's climate is changing?
5%
Agree
Disagree
95%
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
......?
5%
23%
due to human
behaviour
due to natural
changes
don't know
72%
National
Research
21
How concerned are you
about the impact of
Climate Change in the
UK?
concerned
unconcerned
How much influence do
you think … can have on
limiting Climate
Change?
79
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
3
3
1
3
Don't Know
National
Research
Who, if anyone, have you heard talking
about Climate Change recently? (prompted)
government/
politicians
charities
pressure groups
celebrities
friends/ family
colleagues
children
local
authority
no one
National
Research
And where, if anywhere, have you seen or
heard anything about Climate Change
recently?
TV
Magazines/
newpapers
radio
internet
schools
leaflet
local activity
nowhere
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
Greenhouse
Effect
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 Townsend
Managing Director
Futerra Sustainability
Communications Ltd
[email protected]
020 7378 4000