Entering Climate Change Communications through the Side Door

From a communications perspective, upping the “urgency factor” on climate change may not be the best approach, as a good deal of research into the psychology of persuasion shows that reemphasizing an entrenched position can actually be counterproductive.  Instead, look for “side doors,” frames on a problem that are not necessarily Left or Right, to engage people in different perspectives, “rather than trying to knock down the front door with a barrage of facts.” This helps to reengage the public, an important first step toward making progress on a polarized issue. Here are a few ways to find the “side doors” on climate: (1) Embed non-threatening, personally meaningful conversations about climate change into cultural and community institutions with broader civic resonance (e.g., hold climate change conversations in family-oriented spaces like the zoo or aquarium); (2) Use trusted messengers, not just the “usual suspects” to depolarize an issue; (3) Increase issue-salience by focusing on day-to-day and longer-term decisions people already have to make (e.g., responding to local impacts of climate change); (4) Avoid inciting “apocalypse fatigue” and instead highlight solutions and possibilities to help foster curiosity and resolve.