Let’s Talk Communities and Climate with ecoAmerica

This is a two-part training. Part 1 presents ecoAmerica’s extensive research and polling on American attitudes about climate change. Part 2 focuses on how to talk to colleagues, communities, families, and political leaders about climate issues.

"Watch" the Video Training 

Click the "Watch" tab to see these trainings presented by Meighen Speiser, ecoAmerica Chief Engagement Officer, and Paige Fery, ecoAmerica Research Manager. ecoAmerica works with national organizations to build institutional leadership for climate solutions. They do psychographic research, communications research, message testing, and polling to determine how to engage communities and motivate action on climate change. They are not politically affiliated. 

Research, Attitudes, and Polling (part 1)

This video presents messaging and communications research conducted by ecoAmerica on American attitudes about climate change.

Based on communications research, these are key findings about American values associated with climate change as of 2014. In over a decade of research they have found that these values do not change significantly over time, and thus are relevant currently. 

1. Benefits are essential to motivate climate action.
2. Americans follow their tribe and are afraid to stray.
3. Americans are not willing to abandon the American dream.
4. Family comes first.
5. Climate action competes with other priorities.
6. Climate action is elite and alienating.
7. Preparedness can motivate climate action.

The presentation focuses on several of these findings. 

Benefits are essential to motivate climate action

Findings

• There is a direct correlation between belief in climate change and knowledge of benefits of action on climate change. 
• Mainstream Americans do not see the benefits associated with solutions. Most have only heard about the negative effects of solutions, such as economic sacrifice.
• Many think they will be negatively affected by solutions. 
• They don't see any penalties for not acting.

Implications and strategy

• Emphasize real solutions and personally relevant benefits.
• Connect climate solutions with economic, health, and other benefits for families and communities that will occur soon. 
• Show how implementing climate solutions will protect their quality of life—what they have worked hard to achieve.

Americans follow their tribe and are afraid to stray

Findings

• We rely on views from our tribes, the people we trust. More than ever Americans are sticking to their church, neighborhood, or political party. Instead of reading a variety of sources on climate, they are looking to people they trust for guidance and information.
• If their tribes don't support climate solutions, then they won’t. 
• Americans also identify leaders they trust and look to them for guidance.

Implications and strategy

• Form deep and lasting collaborations on climate solutions with groups of leaders who connect with Americans in their daily lives. 
• Empower them to speak and lead by example in ways that speak to the needs of their constituencies.

My Family First

Findings

• Achievement-oriented Americans have a strong “me and my family come first” orientation. 
• Other groups hold these values also.
• Climate action currently conflicts with their values. Messages about consuming less, driving smaller cars, or reducing energy use can trigger anxiety and actual anger. They have a big car; they buy a lot of food and clothing. They are taking care of their family. Message on climate have been about sacrifices. They are pushing back because this threatens their life style. 

Implications and Strategy

• “Family-First” Americans are a key audience – they vote and influence the rest of middle America.
• Promote benefits: climate solutions are smart, responsible, and protect their family as well as ensure that their children can thrive and be successful in the future. 
• Empower the women with quick facts and tips they can share on social media.
• Provide extrinsic motivation– rewards, success stories, leadership, workplace programs.

--Climate Change in American Mind 2014, Yale University and George Mason University.

Polling. American Climate Metrics Survey 2017*

Attitudes. American Climate Metrics Survey 2017*

Note: data for earlier years is included in the video and PDF guide. 

National Voting Behavior—Climate Metrics Survey 2017*

Have you voted for candidate based on their support for taking action on climate change?  (Note progress.)

• 2015 - 26% 
• 2017 - 35%
• I want my city or town to prepare for the impact of climate change. 72% 

* American Climate Metrics Survey, 2017.  ecoAmerica and Lake Research Partners.

Climate Leadership

How much more should elected officials be doing on climate change? Similar results for U.S. Congress, my member of Congress, and my state governor. 

• Rising American electorate (young people and people of color) - 60%.  
• All other registered voters 50%

--Climate Change in American Mind 2014, Yale University and George Mason University. 

How to Create Successful Climate Communications (part 2)

This presentation focuses on how to talk to colleagues, communities, families, and political leaders about climate issues.  It presents the strategy, key messages and specific words and phrases to make your conversations about climate more impactful. 

Background - a history of climate communications

Before 2008, the message was doom and gloom - armageddon. Polar bears will be extinct. The world as we know it will end.  However, this approach only works with the 10% of the population that are committed environmentalists.

Then about 2008 or so the messaging shifted to the benefits of a green economy and other social benefits. However, this didn’t resonate with most Americans because it wasn’t tangible.  

Today, to inspire and connect with a larger part of the population research shows us that we need to shift to messages that are personally relevant, such as those about family and health. 

For example, ask and answer these questions: 

• What will a climate solution do for me, my family, and my community when it comes to protecting and promoting our own health?
• What changes have I seen in my own environment affecting our health that are connected with changing climate.
• What can I do to help?

What is personally relevant? 

• Climate impacts that we can see with our own eyes in our our daily lives
• Unambiguous solutions: proven solutions that solve the problem and benefit the economy, our health and our security
• Agency and empowerment. How you, your community,  your company and the nation can act and advance to solutions.
• Moral imperative: responsibility to provide a safe and clean environment  to our children families and communities

This is a tested message that works well in communities:

“We all want to live in the best place for our families. And communities across America are learning that smart investments in sustainable energy like wind and solar provide a healthier environment to attract new business, create jobs and build stronger communities. We see the impact of climate change and we can't just wait for politicians in Washington to solve our problems. Right now in our own communities we can reduce pollution and create new jobs that can't be outsourced by producing and using clean energy. We can protect our cities by leaving dirty fuels behind. A community with sustainable solutions is the place I want to call home.”

Why this message works:

• Appeals to the value of protecting and providing for families. 
• Pairs clean energy with a prosperous life; cites examples to make the solution tangible.
• Uses a “can do” tone—which appeals highly to Americans.
• Invokes the power of “we,” a collective call to action that channels the strength of groups. 
• Taps into concerns about jobs and national inertia but refrains from painting a villain.
• Focuses on the personal empowerment of local action.

Replace certain words and phrases

Suggestions are given for replacing words and phrases with more effective choices, such as replacing “climate change, climate crisis, and global warming” with “damage to the climate.” Damage implies that it’s human caused and that we can do something about it. 

Or replacing “the planet” with “families, our children and future generations.”  This has more emotional resonance.  

A list of target words and phrases is included in the ecoAmerica: Climate Research & Communication Guide.

Crafting your own message

Fifteen steps are presented as a sequential process to create and deliver effective climate change communications.

1. Start with people; stay with people
2. Connect on common values
3. Acknowledge ambivalence
4. Make it real
5. Emphasize solutions
6. Inspire and empower
7. Focus on personal benefit
8. End with your “ask”
9. Sequence matters
10. Describe, don’t label
11. Have at least one powerful fact from a trusted messenger
12. Ditch doom and gloom
13. Use stories to strengthen engagement
14. Stay above the fray
15. Message discipline is critical

The presentation focuses on the first nine steps.    

Start with people, stay with people

• Show your audience you care about them
• Start from your audiences perspective
• Use tangible and relevant human concerns
• Move from people to climate

Connect on common values 

• Understand your audience’s priorities and concerns
• Common values are powerful motivators
• Build rapport

Acknowledge ambivalence 

• People have different levels of climate concern
• Respect different perspectives
• “We have a variety of views regarding climate change in our community. Some of us are more worried about climate change than others.”

Make it real

• Focus on local realities people can see and feel
• Assuming the realities, don't argue the science
• Share stories of people that have been affected by climate change
• Pivot quickly to solutions

Emphasize solutions

• Highlight the co-benefits of solutions
• Point to local solutions like efficient transportation and energy storage systems
• Avoid sacrifice

Inspire & empower

• Doom and gloom doesn't motivate
• Focus on hope and opportunity
• We can make a difference, and action is accelerating
• Small actions contribute to solving the problem and inspire those around us

Focus on personal benefits

• Personal relevance
• Climate action doesn't come without cost on lifestyle
• Always emphasize the co-benefits of solutions
• Emphasize how solutions advance values

End with your ask

• Turn awareness into action
• Give examples that align with your audience’s goals
• Make the ask accessible
• Provide several ideas

Sequence matters!  Research shows that the same steps presented in a different order are not as effective. 

The 15 steps are described in detail in ecoAmerica: Climate Research & Communication Guide.

The presenter uses a hypothetical example to illustrate a number of the 15 steps: Mayor Danvers of Pecos, Texas is speaking before residents and members of the city council. The text of the speech as well as notes on how the 15 steps were used to create it are available in the Research & Communication Guide.

Research Updates Agenda
(from beginning)

Research
(5:35)

Top Findings
(8:57)

Polling Results
(16:35)

Let's Talk Communities Agenda (2nd Video)
(from beginning)

Successful Messages
(3:52)

Crafting a Message in Action
(7:06)

Final Takeaways
(17:07)

Download ecoAmerica's Let's Talk Climate & Communities Research Handout

Download the Research Updates video.

Download the Community Leaders video.

Research Updates Agenda 
(from beginning)

Research 
(5:35)

Top Findings 
(8:57)

Polling Results 
(16:35)

Let's Talk Communities Agenda (2nd Video) 
(from beginning)

Successful Messages 
(3:52)

Crafting a Message in Action 
(7:06)

Final Takeaways 
(17:07)

1. Download the first episode (right click and save).
2. Download the second episode (right click and save).
3. Find the episode on CCL's iTunes channel.

• ecoAmerica's 15 Steps to Effective Climate Conversations
• ecoAmerica's Climate Research & Guides