Three dos and a don’t for communicators
- Do explain and bring these concepts to life: most people don’t know what they mean.
- Do be clear that tackling climate change means both reducing pollution and adapting to its impacts, and that we need to keep on doing both.
- Do talk about what’s already happening on both fronts, as well as what more is needed.
- Don’t pit the two against each other. If others do, be clear that there’s strong public support for tackling climate change by both reducing its impact and adapting to it.
Messaging
Example message:
“Our government needs to take climate change seriously. That means investing more in renewable energy and the things that reduce our emissions, while also preparing us for the impacts of climate change, with building better flood defences and homes more suited to the heat.”
Think about how you could adapt this message if you’re talking to specific segments, scroll down for tips to get you started.
Progressive Activists
Two tips for talking with Progressive Activists:
- Progressive Activists care deeply about these issues and feel they should be a priority. But they struggle to believe we’re doing enough and that governments will act sufficiently.
- Talk about how governments can do more to adapt to and protect against climate change, and show progress that’s already happening.
Incrementalist Left
Two tips for talking with Incrementalist Left:
- Incrementalist Left care deeply about these issues. They favour improving the status quo over radical change and are already getting on with action in their communities.
- Celebrate the action communities are already taking, and show how we can keep building on our progress to adapt to and protect against climate change.
Established Liberals
Two tips for talking with Established Liberals:
- Established Liberals are concerned about climate change and support quick and ambitious leadership. They are fairly optimistic about the future and are proud of Britain’s role as a global leader.
- Emphasise the innovative ways Britain is already leading the way in adapting to and protecting against climate change, and show what’s to be gained by moving faster.
Sceptical Scrollers
Two tips for talking with Sceptical Scrollers:
- Sceptical Scrollers know climate change is happening and are concerned, but they approach life with more scepticism generally. They want leaders who stick to their principles and promises, and are more up for radical change to address society’s big problems, especially at a local level.
- Talk about how adapting to and protecting against climate change will change their life and local area for the better. Emphasise how action brings more benefits than inaction.
Rooted Patriots
Two tips for talking with Rooted Patriots:
- Rooted Patriots want ambitious action on climate change, with a focus on what’s local and fair, rather than what’s happening globally. They are proud of Britain and its past and want a sensible, measured approach to change.
- Talk about the stability that adapting to and protecting against climate change brings us, our cherished places and livelihoods. Focus on benefits to individuals and local communities.
Traditional Conservatives
Two tips for talking with Traditional Conservatives:
- Traditional Conservatives place high importance on respecting our environment, but are less sold on climate policies like net zero which they associate with a loss of freedom. They prefer gradual, incremental change that retains the way of life they cherish.
- Talk about how we can protect our environment and British way of life. Show that adapting to and protecting against climate change is all about safeguarding the things we hold dear. Bring to life what this looks like in local areas.
Dissenting Disruptors
Two tips for talking with Dissenting Disruptors:
- Dissenting Disruptors think climate change is an important issue, but they have strong fairness concerns when it comes to policy like net zero, and don’t trust that leaders will take ordinary people into account. They feel very disconnected from society and frustrated with the status quo.
- Show that we can prioritise British people and industries as we adapt to and protect against climate change. Give voice to ordinary people in communities that are feeling the impacts and those in jobs that are changing.