Why is it so hard for well-intentioned groups to get their message across?
- Many campaigns focus on "rasing awareness" instead of promoting meaningful, realistic action
- Subject matter is expected to speak for itself; marketing one's message is considered unnecessary or inappropriate
- Environmental subjects tend to be framed as defending nature from human intrusion, promoting the view that "saving the Earth" runs counter to human enjoyment and economic prosperity
- Most information that the public receives leans heavily toward fear and complexity, which encourage aversion and apathy
It is not enough to simply try avoiding these problematic framings. Communication on climate change will not reach wider audiences until it actively challenges existing perceptions of what sustainability behavior entails.
It is up to those who are concerned with promoting environmentally responsible behavior to recognize opportunities to reframe the response to the climate crisis in ways that are refreshing and universally appealing. Fortunately there are an abundance of technical and creative solutions that demonstrate how human ingenuity can remedy our current situation in ways that increase community health and individual happiness.
We can help your organization further its mission while improving public and stakeholder perceptions of the personal and financial impact of adopting sustainable behaviors and practices. Our research into the psychology of public perception of environmental issues will help you communicate more inclusively, engage new audiences, and help them begin to act meaningfully on climate change.
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