Issue: Environmental/Climate Justice

Get back to basics in climate communications with simple messages, plain (but vivid) language, and relatable benefits. These are among the key takeaways from the 600 million digital ads and two years of testing by Potential Energy, a nonprofit coalition of creative, analytic, and media agencies that brings a marketing philosophy of “People First” communication to climate. This webinar covered frameworks and language that most increase climate change understanding, messaging “ways in” that increase worry and demand for government action, terminology and concepts to avoid, and key audience segments most open to new messages.
The creative content from their Science Moms and The Great American Build campaigns is available for others to amplify online.             

In recent polling, clear majorities support the U.S. taking more serious policy action on climate—especially regarding international climate diplomacy. Some topline examples illustrate this: About two in three registered voters (65%) think the United States should be doing more to address global warming; 61% of registered voters think the United States should reduce its greenhouse gas emissions, regardless of what other countries do. Seven in ten registered voters (70%) support U.S. participation in the Paris Climate Agreement. More than half of registered voters support providing financial aid and technical support to developing countries to limit their greenhouse gas emissions (i.e., mitigation, 58%) and to help them prepare for the impacts of global warming (i.e., adaptation, 54%). Three in four registered voters (75%) support the United States pressuring other countries to reduce their carbon pollution.