Audience: Environmental 'Base'

Motivational messaging can encourage people’s willingness to make trade-offs in favor of the environment. In this study, researchers find that giving people information about how longer air travel times reduce carbon emissions make people more willing to have longer travel times. This willingness was even higher for those who were told the travel time would be much longer, rather than just a little longer. Finally, the authors also find that the effects of messaging are strongest among those with higher levels of environmental concern. Members interested in encouraging trade-offs in favor of the environment should consider motivational information framing.             

We try hard to influence policymakers like elected leaders and other government decision-makers. But do our tactics work? Turns out, our assumptions (such as more = better) can be wrong. Here are evidence-based tips for getting through to policymakers, through your supporters and via direct contact.

Youth and young adult climate advocates can help motivate others to organize. Younger generations have the most to lose from climate change, and most Gen Z youth are concerned about climate change. Yet, often young people are left with the impression that their peers and public figures do not care. Even still, there is a lack of diversity in the public messaging around climate change, which includes a lack diversity of generational views. Virgin Media O2 and Global Action Plan have put together a short report highlighting some potential actions that advocates could use to encourage and increase youth participation. Advocates interested in increasing younger participation or interest should continue considering their messaging in terms of social and racial diversity, but also in terms of generational diversity.

Dystopian plots focusing on a catastrophic future caused by climate change often immobilize rather than spur action. But decades of evidence and experience from health communication shows that techniques of entertainment-education are effective at changing behaviors. But these are rarely used for climate change (a notable [and hilarious] exception).

American’s external political efficacy – the belief that one can influence government decisions – has been on the decline over the last several decades. Greater involvement in civic associations may help to reverse this. Analyzing a panel dataset of several hundred environmental association members, this study found that as members got to know their association’s chapter leaders, external efficacy increased.