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Americans are worried about “triple threat” of hurricanes, COVID, & climate change. 52% of Black Americans and 49% of Latinos/Latinas say they are more worried about hurricane season this year amidst the pandemic. Half of adults in southeastern coastal states say they are more worried about hurricane season this year and 66% say addressing climate change should be a priority.

The environmental movement must find ways of representing the hopes and aspirations not only of our traditional base, not only of our actual, quite diverse electoral base, but also of Indigenous and Black diaspora communities and communities of color already on our side, whom we have so far been unable to serve effectively.  In this spirit, the Green Leadership Trust offers the following guidance to align the performance of our leader towards equity and inclusion aimed at building the power we need to win.

Use emotionally positive images of climate change solutions to grab people’s attention. Using experiments with undergraduate students that measure individuals’ reaction time, researchers found that positive images of climate change, like windmills and solar panels, were better at grabbing participants’ attention than negative images of causes (smokestacks, air pollution) and effects (glaciers melting) of climate change. In fact, using negative images of climate change was no more attention grabbing than images irrelevant to climate change. The use of positive images may be even more important for grabbing the attention of those who are least disposed to care about the environment and climate change. So, when developing media and communication information, consider using positive images of climate change solutions.