It\u2019s pretty hard to ignore the fact that the environment isn\u2019t doing so well. From animal extinctions and dying rainforests to extreme, unpredictable weather, few bother to deny that something is amiss with Mother Nature. However, despite the fact that we know people should do things like drive less and consume less plastic, not many are motivated to pitch in and make a difference.<\/p>\n
But actions do matter. So how do we inspire people to act? Change the way we talk about it. \u201cLet\u2019s Talk Climate: Messages to Motivate Americans\u201d is a 2015 report by ecoAmerica<\/a>, a think tank committed to improving communication around climate change in order to increase activism. They partnered with several\u00a0other organizations, including the NRDC, to put together this PDF guide<\/a> to market-tested language that will inspire action that’s better for the planet. Here are five key recommendations from what they found:<\/p>\n Knowing what\u2019s wrong is fine, but it gets depressing \u2014 in order to avoid feeling helpless and overwhelmed, we need to know what we can do about it. Having a solution in sight, especially one that is clearly actionable, is motivating for citizens. Americans are also motivated by use of the word \u201cwe\u201d (as opposed to \u201cyou\u201d or \u201cI\u201d) because it generates a communal, can-do attitude. Think of statements such as \u201cwe can\u201d or \u201cwe need,\u201d and shift your message\u2019s focus to possibilities for action and what can be achieved through that action. Similarly, avoid discussion of blame or villainous opponents. Instead, talk about the benefits that come from taking action on environmental issues, such as the freedom of choice that\u2019s involved: \u201cThe choice is ours…for a clean energy future.\u201d<\/p>\n It\u2019s easier for people to become actively invested in issues that will affect them personally than it is for them to become invested in large-scale or global issues. Even if citizens do care, such issues are more complicated and less tangible. So instead of talking about jobs lost, talk about savings gained, or costs that have been cut. Instead of talking about global repercussions of climate damage, talk about local repercussions. And remember to sell how it will affect citizens\u2019 health \u2014 nothing is more personal than a person\u2019s own body. Facts from non-partisan, third party sources, such as\u00a0the American Lung Association, are most effective in this arena.<\/p>\n Make a connection between climate action and the moral responsibility we carry for future generations. Americans care about their families and providing a future for their children, and even those who are childless care about children and community.<\/p>\n Americans care about facts and actions they can take to prevent them from becoming reality. Also, the phrase \u201cdamage to the climate\u201d receives better response rates than the phrases \u201cclimate change,\u201d \u201cclimate crisis\u201d and \u201cglobal warming,\u201d because it is less political and sounds like something you could prevent.<\/p>\n For many, visual, descriptive language is easier to understand than abstract language or statistical data \u2014 people are good at seeing themselves in common scenarios and relating to them. For example, the highest rated message in ecoAmerica\u2019s study begins: \u201cImagine driving a car that never requires paying at the pump. Imagine tastier fruits and vegetables from a local farmer you know. Imagine biking or walking on paths to shortcut through traffic and easy access to plentiful public transit. This is the clean energy future. And it\u2019s within our grasp.\u201d<\/p>\n1. Don\u2019t be gloomy. Jump quickly to solutions.<\/h3>\n
2. Sell personal benefits, such as health, local issues and cost savings.<\/h3>\n
3. Family and children matter.<\/h3>\n
4. Describe the \u201cdamage to the climate.\u201d
\n<\/strong><\/h3>\n5. Use language to depict experiences your citizens can easily identify with.<\/strong><\/h3>\n