Communicating Climate Presentation

8/9/2019 Communicating Climate Presentation

1/33

AMERICANS AND CLIMATE CHANGEAttitudes and Social Change

Aaron PopeCalifornia Academy of Sciences


2/33

2

What to you think?

From the policy-making level down to personal voting and purchasingdecisions, our actions as Americans have not been commensuratewith the threat as characterized by mainstream science.

(James Gustave Speth, 2005 Yale F&ES Conference on Climate Change)


3/33

3

Why arent more people alarmed?


4/33

4

Where

Is the public outcry?


5/33

5

A perfect storm of misunderstanding


6/33

6

Scientific and environmental illiteracy in America

A 2004 study found:

Just 32% of Americans have a basic awareness of environmental

topics

All but 20% are heavily influenced by incorrect or outdated

environmental mythsJust 12% can pass a basic test on awareness of energy topics

There is little difference in knowledge levels between average Americans andtheir policy makers


7/33

7


Americans do not generally understand the language of scientists, orthe process by which science comes to its conclusions

We do not understand much about the connection between our lives, and the naturalsystems which support them


8/33

8


Polls indicate that the we have adapted a wait-and-see attitude,

indicating we lack an understanding of lag times and feedback loops


9/33

9


An increasing percentage of the American public believes that

climate is a natural phenomenon that is largely insusceptible to the

actions of man Simply put, the Administrations positioning of the

climate change crisis is potentially in conflict with a prevailing,

dominant system of beliefs for many Americans.

-IMPACT study; Feb 2010


10/33

10

Climate vs weather

Half (51%) of all Americans said that the record snowstorms in the eastern UnitedStates last winter made them question whether global warming is occurring.

- GlobalWarming's Six Americas; June 2010


11/33

11

Muddying the waters

There are a (relatively) small number of individuals and organizationsactively working to distort climate change science

Fossil fuel companies spend hundreds of millions funding these efforts

This have a huge impact on the conversation

Environmental Defense Fund:

$450 million is the amount spent on lobbying and political contributions by opponents of global warming action in

2008;2,340 is the number of paid lobbyists working in Washington on climate change in 2008; 7 in 8 is the Proportionof climate lobbyists advocating against climate action


12/33

12

Modern media

Enabling these denial campaigns is the MAINSTREAM MEDIA

Which places a premium on:

Conflict two equal sides battling it out

Sound bites vs in-depth reporting Left vs right

Opinions rather than facts

Talking heads rather than scientists

The media no longer reports what happened today. Instead, it reports who wontoday. Bill Maher


13/33

13

Partisanship

NOT a partisan issue in most countries

Lots of controversy about how to deal with climatechange, but the acceptance of the science is notgenerally connected to particular political parties

In the US, acceptance of climate change science isheavily influenced by political affiliation

Nowhere but in America


14/33

14

Psychological barriers

Human beings are not rational values, cultural identity and emotions usually trumpreason

Studies show that we have a tendency to:

Act against our own best interests

Edit reality to fit our preconceived notions

Have difficulty comprehending a threat which does not seem immediate

Try to hold on to the status quo at all costs

Resort to a fight or flight reflex, rather than logically analyzing a situation

Give credence only to messages when we connect with the messenger


15/33

15

The truth will not set us free

We cannot rely on facts to convince people of anything

2006 University of Michigan study found thatmisinformed people did not change their minds when

presented with corrected facts

As a matter of fact

they often became more strongly set in their beliefs


16/33

16

Actions do not necessarily follow enlightenment

Even if peoplebelieve the climatescience, that does not

necessarily translateto a change inbehavior


17/33

17

Distant in time and space

Americans perceive climate change as a distant threat, both in

time

and

space


18/33

18

Distant in time and space


19/33

19

Solutions

First, define what you are trying to accomplish Reduce your carbon footprint?

Inspire customer behavior change?

Be proactive about future conditions and regulations?

Sell a good or service that contributes to a better future? Lower your costs through increasing efficiency?

Publicize your efforts?

The Academy is trying:To cultivate a cultural narrative about climate change that is grounded inscience, and promotes personal & community empowerment, andinstitutional change


20/33

20

#1 The long term solution

A key, long term solution is better scientific andenvironmental education

2004 study showed that environmentally literate people arebetween 5% and 90% more likely to engage in pro-

environment activities Studies also show that a majority of American adults view

their children as the experts on environmental issues

We can all work to support this:

Advocacy

Funding

Organize/support special programs

We need to invest in the future


21/33

21

#1 Academy TISS

Teacher Institute on Science & Sustainability

Provides teachers with the critical tools and knowledge to inspire the nextgeneration to protect Earth

30 x 3rd - 5th grade teachers

The two-year program includes in-depth workshops, offsite visits, 2-week summersession

Topics include climate change, energy use, and food and water choices

Currently working with 2ndcohort of teachers


22/33

22

#2 Make the time and space connection

People are more likely to be concerned about climate change when they realize that itthreatens

Their lifestyle

Their family

Their community

Their immediate environment

Make it local for your customers or visitors

Make it personal

Its not about polar bears, third world countries and our grandchildren

Its about all of us, right now


23/33

23

#2 Hitting hard and home

1. Changing oceans2. Melting snow & ice

3. Hotter and dryer areas

4. Extinctions


24/33

24

#3 Focus on the solutions

Action related to climate change is controversial, partisan, and adversarial themoment it is proposed

However, many of the solutions to climate change are not nearly as controversial asthe problem itself


25/33

25

#3 Popular solutions

Renewable energy

Stricter pollution controls

Clean water

Public transportation

Halting Deforestation

Organic farming


26/33

26

#4 Know your audience

In the Six Americas study, researchers found 6different types of audiences:

Each of these audiences needs to becommunicated with differently

They each have different frames which willresonate

Due diligence

Conduct research to find out who your targetdemographic is

Design your messaging to most effectively reachthat audience and accomplish your objective


27/33

27

Initial survey

Prior to designing the exhibition, the Academy hired IMPACT to conduct a researchsurvey:

4,000 people, representing the Academy demographic

Respondents were asked detailed questions about:

Environmental stewardship

Climate change knowledge

The role of the Academy

The role of other institutions


28/33

Evaluation results

28

After 1 years of being openConducted by Randi Korn &

Associates

Observation data and interviews

Evaluated how well the exhibit wasperforming

Finally we are conducting

another, modified IMPACT survey


29/33

29

#5 Good framing

We need to take our cues from the professionals who

have learned how to effectively connect with people:

Advertisers

Salespeople

Behavioral specialists/psychologists

Politicians

Good booksNudge by Cass R. Sunstein

Influence By Robert Cialdini


30/33

30

#5 Some examples

Hotel room towels

Neighborhood power bills


31/33

31

#5 Academy framing

Care was used when designing exhibit interactives

Golden Rules of interactive framing:

1. Visitors want to join their peers

2. Visitors need to feel as if their efforts will have a real impact

3. Efforts need to seem easy and manageable

4. Change is more likely if it starts with small commitments

5. Visitors are motivated to protect themselves, their families and their communities


32/33

#6 Empower your staff

One of the most important pieces of the puzzle Empower them and youll get better results

Educate them

Train them

Inspire them

Invite their ideas and passion into the conversation

Let them know that sustainability is part of their job

GreenTeam


33/33

Conclusion

The true barriers to a sustainable future are psychological, cultural andinstitutional, not technological

We must accept that the basic nature of people will not change, and

maximize our impact with our limitations as a species, and a culture, inmind

Documents

Communicating Climate Presentation