1. Communicating Climate Risk…
…an opportunity?

2. “First they ignore you, then they laugh at you, then they fight you; then you win”
Mahatma Gandhi

4. “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”

5. 60 per cent of articles ‘negative’
(fail to mention possible solutions)

6. 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

7. 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.

8. Climate Change coverage

10. 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

11. 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

12. 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?

13. 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 ?

14. 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

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

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

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

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

21. Blowing Away Myths…
Challenging habits of climate change communication
Don’t attack or criticise home or family

22. Blowing Away Myths…
2. Forget the climate change detractors

23. Blowing Away Myths…
3. There is no ‘rational man’

24. Blowing Away Myths…
4. Information can’t work alone

25. A New Way of Thinking
5. Climate change must be ‘front of mind’ before persuasion works

26. A New Way of Thinking
6. Use both peripheral and central processing

27. A New Way of Thinking
7. Link climate change mitigation to positive desires/aspirations

28. A New Way of Thinking
8. Use transmitters and social learning

29. A New Way of Thinking
9. Beware the impacts of cognitive dissonance

30. Linking Policy & Communications
10. Everyone must use a clear and consistent explanation of climate change
Climate Change
GreenhouseEffect
Global Warming

31. Linking Policy & Communications
11. Government policy and communications on climate change must be consistent

32. Audience Rules
12. Create ‘agency’ for combating climate change

33. Audience Rules
13. Make climate change a ‘home’ not ‘away’ issue

34. Audience Rules
14. Raise the status of climate change mitigation behaviours

35. Audience Rules
15. Target specific groups

36. Style Rules
16. Create a trusted, credible, recognised voice on climate change

37. Style Rules
17. Use emotions and visuals

38. Effective Management
18. The context affects everything

39. Effective Management
19. The communications must be sustained over time

40. Effective Management
20. Partnered delivery of messages will be more successful

41. “Human history is a race between education and catastrophe”
HG Wells

42. Futerra Sustainability Communications Ltd
Thank You
Solitaire Townsend
Managing Director
Futerra Sustainability Communications Ltd