For too long, responding to climate change has been seen as either a scientific or diplomatic issue, when it’s really a communications issue. Scientists can inform debate and provide the required rigour, diplomats can codify minimum standards, but neither are responsible for convincing people of the need to act to solve the problem.  

Today at the Climate Change Communications Forum, part of the COP 16 climate change talks, this point has been reinforced again and again. People need practical, targeted guidance on how to do their part to combat climate change.

As key note speaker Simon Anholt put it, “there’s only one superpower in the world today: the 6 billion residents.” But a Yale University/Gallup study on climate change communication has found that 40% of the world’s population isn’t aware of climate change at all – and many of them are the most vulnerable to its effects.

This ongoing lack of awareness raises questions about climate change communications strategies based on ‘shock and awe’ tactics. Is running a negative campaign about the dire consequences of climate change – one built on death and destruction – really the most effective way to shift public opinion? Is presenting the scenario of hopelessness actually paralysing people into inaction?

The Yale/Gallup study asked Americans about their concern about the impact of climate change: a total of 34% of respondents were unconcerned at best, with 24% doubtful or dismissive. 

As communicators, we need to do a better job of finding the inherent motivation that will encourage people to take action. Appeal to their everyday behaviour so they can understand climate change as a local issue that they have a vested interest in and can do something about.

One way to do this is to effectively segment the market and break the messages down into practical steps that:

• explain what different groups of people need to do,
• describe the individual costs and benefits, and
• present an aspirational view of a world without the threat of global warming.      

This shouldn’t be a radical concept. Consumers are already moving towards more environmentally conscious decision-making about products and services. A recent Nielsen market monitor shows about 33% of New Zealand consumers are making choices about the type of goods they buy and the brand they choose based on environmental criteria and perceived impact.

This is not to understate the extent of climate change, or suggest that a quick bit of communications magic will provide a complete solution. But targeted messages that build on inherent motivation and underlying trends may be more powerful in getting action from the general population than persisting with the current approach and waiting until we have a diplomatic solution to climate change.