Messaging: Later Is Too Late; Protect The Planet For The Next Generation

One of the most important things most of us can do about climate change and other environmental challenges to our ability to survive and thrive is to talk to people, to make it “common knowledge” that the issues are real and there are solutions, that progress has been made (even if far from enough) and that inertia and despair are not acceptable. 

The Yale Program on Climate Change Communication in their Fall 2023 report found that about 2/3 of people rarely or never speak to their family and friends about climate change. Certainly, there are many situations and circumstances when it wouldn’t be appropriate, or at best it would be forced, to have such a conversation. It is always a judgment call. Also, it needs to be a conversation; debating with someone in the 10% die-hard climate denier category may be frustrating and fruitless. But consider pushing your comfort level a bit. After all, if you don’t talk about it, you don’t know what the possibilities are. I have found myself surprised at times by the interest and concern behind the silence, that some people want to talk about it but aren’t sure how to broach the subject. After all, the Yale Program on Climate Change Communication found in their research that:

·       67% of Americans say the issue of global warming is either “extremely,” “very,” or “somewhat” important to them personally, while 33% say it is either “not too” or “not at all” personally important.

So, 2/3 find it important; they may want to understand better, or they may feel alone and want your support.

·       63% of Americans say they feel a personal sense of responsibility to help reduce global warming.

This implies that there is a good chance many more people may want to learn more.

Of course, there are other things one can do besides just talk: in democracies we can vote and contact public officials, particularly elected officials (it is easy to be cynical, but who is in charge matters even if what they can accomplish is limited by very powerful vested interests); we can donate time, energy, active participation and money, if we have those resources, or at least moral support to those working to change things if we don’t have those resources; and of course we can make lifestyle changes (arguably not sufficient, but not nothing, see our “Take Action” section ).

So, what do we say when we talk to others who aren’t immersed in the issues, the ones we really need to reach? Whether we are presenting formally as environmental activists, or as individuals who care in social or other situations, of course we have to first listen to and know our audience as best we can. A lecture is appropriate in formal situations, but otherwise it is not what people want or need. They want to have a conversation. You need to see what moves the person or group, what their experience is, what their concerns are.

What then is the best messaging? How do you open, how do you get their attention and what will move them as you have that conversation, or in circumstances where a full. personal conversation isn’t possible?

In recent research the Potential Energy Coalition in partnership with the Yale Program on Climate Change Communication looked at “multiple framings of 18 different policies with nearly 60,000 people across 23 countries ...which collectively account for 70% of the world’s population.” I highly recommend looking over their report summary; it isn’t long and has a lot of interesting material.

Here are some highlights of what they found to be the messaging that worked best:

- Don’t concentrate on limitations; changes are opportunities! They write: “When we say the words ban, mandate, or phase out, we lose support. Instead, messages that included upgrading, setting standards, making solutions accessible, and reducing dependency performed significantly better.”

- “Fear versus hope is the wrong debate. The big motivator is protecting what we love… the data clearly showed that one message … moves the whole world significantly: protecting the planet for the next generation.”

- “In every country in the study, the ‘later is too late’ narrative outperformed messages focused on economic opportunity, fighting injustice, improving health, or even preventing extreme weather.”

 - Other messages that were effective, though less so, were: “.. protect our health by reducing air and water pollution” and “to protect ourselves from extreme weather.”

We couldn’t agree more (hence our website embracing the Planetary Health mantra cited on our home page: “protecting the planet to protect ourselves”).

- They found that “there is significant support for immediate government action on climate change in every country we surveyed. On average across the 23 countries in the study, 77% of people agree with the statement, ‘It is essential that our government does whatever it takes to limit the effects of climate change,’ and just over 10% disagree.”

While first it is important to realize that more and more people understand that climate change is real (a majority of people do even in the United States), the Potential Energy Coalition research found that the US lags behind other G20 countries and is the most polarized nation on the topic. That means we in the United State really have our work cut out for us.

Now, let’s say you are past the level of protect what you love, protect the next generation, and later is too late. What are the gaps and the questions, at least in the United States, people ask?

The Yale Program on Climate Change Communication in their Fall 2023 report found that “58% understand that global warming is mostly-human caused. By contrast 29% think it is caused mostly by natural changes in the environment.” That is something we MUST change! Our summarizing the science section includes background material and specifically a page on debunking climate myths.

The Yale Program on Climate Change Communication in their Fall 2023 report asked Americans what questions they would ask an expert on global warming:

What can the nations of the world or the United States do to reduce global warming?

How do you know that global warming is caused mostly by human activities, not natural changes in the environment?

Is there still time to reduce global warming, or is it too late?

What harm will global warming cause?

What can I do to reduce global warming?

How do you know that global warming is happening?

What causes global warming?

When will global warming begin to harm people?

How much would it cost the United States to reduce global

warming?

Will global warming harm people?

Is global warming really happening?

Is global warming a hoax?

Remember: you don’t have to be an expert! If you don’t know the answer, be honest. You can always acknowledge you aren’t an expert, but that either you can check what the experts say and get back to them, or refer them to expert sources. What you can always do is listen, talk about your concerns, answer as honestly as you can. You can tell people about our website or other resources, including books and other websites and environmental news sources (we have suggestions in our resources section).

The group Potential Energy Coalition also has a communication handbook.

Don’t be pushy, but don’t be shy. This is too important!