Communicating Climate Presentation
Transcript of Communicating Climate Presentation
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AMERICANS AND CLIMATE CHANGEAttitudes and Social Change
Aaron PopeCalifornia Academy of Sciences
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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)
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Why arent more people alarmed?
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Where
Is the public outcry?
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A perfect storm of misunderstanding
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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All but 20% are heavily influenced by incorrect or outdated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
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Scientific and environmental illiteracy in America
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
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Scientific and environmental illiteracy in America
Polls indicate that the we have adapted a wait-and-see attitude,
indicating we lack an understanding of lag times and feedback loops
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Scientific and environmental illiteracy in America
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
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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
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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
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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
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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
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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
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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
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Actions do not necessarily follow enlightenment
Even if peoplebelieve the climatescience, that does not
necessarily translateto a change inbehavior
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Distant in time and space
Americans perceive climate change as a distant threat, both in
time
and
space
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Distant in time and space
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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
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#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
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#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
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#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
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#2 Hitting hard and home
1. Changing oceans2. Melting snow & ice
3. Hotter and dryer areas
4. Extinctions
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#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
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#3 Popular solutions
Renewable energy
Stricter pollution controls
Clean water
Public transportation
Halting Deforestation
Organic farming
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#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
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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
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Evaluation results
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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
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#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
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#5 Some examples
Hotel room towels
Neighborhood power bills
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#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
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#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
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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