I think the most effective communicators are the ones that are able to tailor their message to what the audience wants to hear. I honestly believe that a growing number of individuals and businesses are interested in making more sustainable choices. However, I think their reasons for doing so are not entirely based on fears of climate change, as they might have been just a year or two ago.
Unfortunately during the beginning of a potentially long and painful recession the environmental movement might lose some of the steam that it had picked up over the last five years. This just means the message has to be changed, even if the end goals are still the same. A renewed focus has to be made on energy security and reduced energy costs – the sky-high prices for gasoline, natural gas and heating oil from last year are still fresh in people’s minds. If green practices are promoted as a way for individuals and businesses to save money and reduce dependence on volatile fossil fuel markets, the momentum of the green movement should continue to grow.
For those of us that have been writing about the cause and effect of climate change, this change in communication strategy should not be considered to be giving up. It is simply adapting to the current social and economic realities. Even the Rush Limbaughs of the world will have a difficult time arguing against increased profits and reduced dependence on foreign oil.
So the take-home message to my fellow citizens that are concerned about climate change: stop focusing on the polar bears. Start talking about saving money – and don’t forget to remind people that we are trying to avoid paying $4.50/gallon for gas like we did just last summer.
Stephen Boles is co-founder of Kuzuka, a marketplace website that will bring a new level of convenience and confidence to carbon offset customers. Kuzuka also provides consulting services to organizations that want to assess and reduce their corporate carbon footprint.
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The proper responses to climate change are the same as those for ocean acidification. They have no argument against that, so I just redirect the focus. It works.
Thanks, Steve… A pragmatic approach that may get results… more productive than making people mad with something that isn’t proved yet! Time will tell, but in the meanwhile let’s not sit on our hands.