In recent weeks, the devastating impact of climate change has been starkly evident in Valencia, serving as a sobering reminder of the urgent need for both adaptation and mitigation strategies. As we grapple with these complex environmental challenges, it's crucial to understand not only the technical aspects but also the psychological barriers that often hinder effective climate action.
The psychology of climate inaction
One of the primary obstacles in addressing climate change is the phenomenon of cognitive dissonance. This psychological concept explains why changing beliefs—and subsequently, behaviours—is so challenging. Our brain's prefrontal cortex, responsible for long-term planning and decision-making, struggles to recognize our future selves as part of our current identity. As a result, communicating the environmental damage we cause now, and in the future, becomes incredibly difficult if we can’t picture ourselves in the future.ii The human brain and climate change don’t seem to speak the same language.
Implementing sustainable actions often requires changing deeply ingrained habits. However, habits are neurologically hardwired to conserve mental energy, making them resistant to change.iii The brain's dopamine reward system reinforces existing habits, further complicating the transition to more sustainable behaviours.
Rethinking climate change communication
Traditional communication strategies often fall short when applied to climate change. Let's try to understand what are the divergent points between a winning message and the strategies that are usually used in communicating the climate crisis.
The table below recaps the literature on communication best-practices applying it to the climate change crisis:
|
Principle |
Explanation |
Applied to the climate crisis |
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Emotional messages Central and peripheral probability processing theory explains how emotion-evoking messages can influence consumer attitudes and behaviour. |
The human brain responds strongly to emotions. Marketing messages that evoke strong emotions, whether positive (joy, happiness) or negative (fear, urgency), tend to be more memorable and persuasive. Emotional connection can be especially powerful in creating brand loyalty.
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Using strong emotions like fear or urgency can cause message fatigue or desperation, reducing long-term effectiveness and audience engagement. |
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Engaging stories Chip and Dan Heath explore the importance of stories in making ideas memorable and persuasive. |
The brain is naturally wired to respond to stories. Storytelling creates a deeper connection than presenting facts or data. Stories that are relevant, personal, and engaging can create a strong emotional connection with an audience. |
Stories that are too negative may discourage the listener, while those that are not directly relevant to the individual may not elicit action. |
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Repetition The exposure effect, described by Robert Zajonc in 1968, shows how repetition can increase familiarity and thus preference. |
Repetition of a message increases familiarity and recognizability. The brain tends to perceive something familiar as more trustworthy, a phenomenon known as the “exposure effect.” |
The repetition of alarmist messages can lead to compassion fatigue or indifference, especially if not accompanied by practical actions or observable progress. |
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Scarcity and urgency Cialdini also describes how scarcity can increase the desire and urgency to purchase. |
The perception of scarcity or a limited-time offer can create a sense of urgency. This exploits the brain’s fear of missing out, known as FOMO (fear of missing out). |
Constantly communicating urgency without providing a clear path to solution can generate anxiety or nihilism rather than action. |
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Rewards and Benefits The concept of positive reinforcement in behavioural theory holds that behaviours followed by positive rewards tend to increase. |
Offering direct benefits or rewards (such as discounts, freebies, or health benefits) tend to be effective, as the brain is wired to seek immediate gratification or personal gain. |
The long-term benefits of climate change mitigation may seem too remote or abstract compared to the immediate gratifications that marketing typically emphasizes. |
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Customization Personalization in marketing is linked to the principles of targeting and market segmentation, fundamental to the effectiveness of the message. |
Personalized or targeted messages can be more effective because they resonate more with individual experiences, needs, or interests. |
Personalization may be less effective as individual climate actions are perceived as drops in an ocean. Furthermore, personalization may not consider differences in levels of responsibility for carbon emissions, causing feelings of injustice or fatalism. |
Moving beyond fear
While dire warnings serve a purpose, research indicates that fear-based messaging often triggers denial or paralysis rather than motivating action. Climate change communication requires a more nuanced approach that awakens both hearts and minds. An example is the IKEA's "Sustainable Living" Campaign. IKEA focuses on how sustainable choices can improve everyday life by showcasing products and practices that are beneficial to consumers, as well as environmentally friendly, too.
Climate change communication should start focusing on solutions, personal relevance, and positive impact, these approaches inspire action rather than paralysis or denial.
Empowering through storytelling
To overcome apathy and the overwhelming scale of the problem, a storytelling approach is recommended that is:
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Solutions-focused by highlighting innovative ways to address climate challenges. For instance, Salesforce's "The Ecopreneurs" video series showcases climate-action entrepreneurs and their innovative solutions, positioning Salesforce as a supporter of climate innovation. This approach not only highlights solutions but also aligns the brand with climate action.
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Localized by making global issues relatable to local communities. Financial institutions could tell stories of how their climate-focused investments are benefiting specific communities. For example, they could highlight a local renewable energy project that created jobs and reduced energy costs for residents.
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Human-centred by focusing on personal accounts and tangible impacts. An example is the Renewable Ravenswood campaign in New York City tells the story of community members working to replace a natural gas plant with offshore wind power, emphasizing the health and environmental benefits for local residents.
Inspiring hope and action
Effective climate change communication can inspire hope and action in a series of way, including:
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Use imagery and narratives that catalyse hope over despair;
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Make climate impacts tangible through stories of affected communities;
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Spotlight the health and community benefits of clean energy solutions;
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Showcase ecosystem restoration efforts to demonstrate nature's resilience;
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Position climate solutions as opportunities for innovation and job creation.
An example of the last point is the New Climate Economy project, led by the Global Commission on the Economy and Climate. The project produces reports and communications that highlight the economic opportunities in transitioning to a low-carbon economy. They emphasize how climate action can drive innovation, create new industries, and generate millions of jobs worldwide. Their communication methods frame climate solutions in terms of benefits and opportunities rather than just threats, these approaches can motivate more people to engage in climate action rather than succumb to nihilism.
The path forward
By framing climate solutions around empathy and inspiration rather than guilt, we can move from passive to active hope. This approach empowers individuals and organizations with the knowledge and motivation to make meaningful contributions to a sustainable future.
Climate change communication must bridge the gap between scientific knowledge and human psychology. By understanding and addressing the cognitive barriers that hinder action, we can create more effective strategies for climate action. This holistic approach, combining technical solutions with psychological insights, offers a promising path towards building a resilient, sustainable world for generations to come.
As we face the urgent challenge of climate change, it's clear that our approach to communication and action must evolve. By harnessing the power of storytelling, localizing global issues, and inspiring hope through tangible solutions, we can overcome the psychological barriers that have long hindered progress. The time for action is now, and with a renewed focus on effective communication, we can catalyse the collective effort needed to address one of the most pressing issues of our time.
Our approach at RiskSphere
At RiskSphere, we understand that successful climate action requires more than just technical knowledge. Our approach integrates psychological insights with sustainability expertise to create compelling, action-oriented climate and sustainability strategies. By framing climate solutions around empathy and inspiration rather than guilt, we aim to move our stakeholders from passive to active hope.
We believe in the power of collective human resourcefulness to overcome climate change challenges. Our goal is to empower individuals and organizations with the knowledge and tools to make meaningful contributions to a sustainable future. By bridging the gap between climate science and human psychology, we can create more effective and impactful strategies for climate action.
