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 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 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? 21% Settlers - Security/sustenance driven, backward looking, yesterday was better 44% Prospectors - Esteem/outer-directed needs, ‘in the now’, fashion, status, success 35% Pioneers - Inner-directed needs, ethical, self-exploration, look forwards, like change and discovery

Promoting Photovoltaics… Settlers Prospectors Pioneers ACTION Someone else SOLUTION I’d rather not change INCENTIVE Queen, council, neighbour = ‘normal’ We should organise Add value, latest thing/trend If fashionable Good for planet Ethical imperative Let’s do it! Network of interesting people doing it for a good cause I’ll do it myself

Do you agree or disagree that the world's climate is changing? National Research Do you agree or disagree that the world's climate is changing?

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 ......?

National Research How concerned are you about the impact of Climate Change in the UK? How much influence do you think … can have on limiting Climate Change? The UK Government Industry and businesses You, personally Your local community 1. No influence 11 10 26 17 2. A little influence 13 45 40 3. Some influence 21 29 4. A large influence 52 50 7 12 Don't Know 3 1

National Research Who, if anyone, have you heard talking about Climate Change recently? (prompted)

National Research And where, if anywhere, have you seen or heard anything about Climate Change recently?

Blowing Away Myths… Challenging habits of climate change communication Don’t rely on concern about children’s future or human survival instincts

Blowing Away Myths… Challenging habits of climate change communication Don’t create fear without agency

Blowing Away Myths… 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

Futerra Sustainability Communications Ltd Thank You Solitaire Townsend Managing Director Futerra Sustainability Communications Ltd soli@futerra.co.uk 020 7378 4000