Three dos and a don’t for communicators
- Do normalise support for leadership on climate and nature among people from different walks of life. Show that you don’t have to be a “climate activist” to see this as a priority. Speak up for the quiet majority that supports ambitious action.
- Do talk about ambitious – rather than radical – action, rooted in what local communities need and want. Talk about how we can build on the progress we’ve already made.
- Do connect with what countries around the world are doing to tackle climate change. Don’t let people feel like we’re shouldering all of the responsibility.
- Don’t normalise opposition to politicians leading on climate change, or assume that other concerns, like the cost of living, mean people care and expect less.
Messaging
Example message:
“People want to see climate policies that benefit our health and happiness, while improving our local areas, livelihoods and nature. They want to see leaders building on the progress we’ve already made to clean our energy supply, and create a more prosperous future for our children and grandchildren.”
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. Only 1% think climate leadership would be a bad thing. But they struggle to believe we’re doing enough and that governments will act sufficiently.
- Talk about how governments can do more to tackle climate change, and show progress that’s already happening both nationally and around the world. Make it clear what leadership on climate change means and looks like for the UK.
Incrementalist Left
Two tips for talking with Incrementalist Left:
- Incrementalist Left care deeply about these issues and are likely to think climate leadership is a good thing. They favour improving the status quo over radical change and are already getting on with action in their communities.
- Celebrate the leadership of communities who are already taking action, and show how leaders can follow suit on a national level to keep building on our progress to tackle 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 tackling climate change on the global stage, 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 leaders have already made promises to tackle climate change, and how actions have already been put in place. Emphasise how sticking to these, and building on them, will change their life and local area for the better. Emphasise how leadership on climate brings more benefits for local areas 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. They are much more unclear on what climate leadership means.
- Talk about the stability that ambitious action on climate change brings us, our cherished places and livelihoods. Focus on what climate leadership means and looks like to individuals and in 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 and leadership from politicians 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 political leadership on climate change is all about safeguarding the things we hold dear, including our natural world and British farming livelihoods.
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, 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 leading on climate change is how we can prioritise British people and industries. Give voice to ordinary people and communities that are benefitting from better jobs and infrastructure.