Three do’s and a don’t for communicators
- Do talk about tackling climate change and protecting nature together wherever you can.
- Do talk about the progress we’ve already made, the action underway and the need for robust leadership. Always connect policy with tangible improvements in people’s communities and lives.
- Do normalise acting to protect the environment, and show the range of people engaged in these issues, not just the extremes taking ‘sides’. Be clear that this is a collective endeavour, and that the collective is big and broad.
- Don’t stop talking about tackling climate change and protecting the environment, but connect them to other things – like improving local places and boosting our health and wellbeing.
Messaging
Example message:
“If we damage the natural world, we damage ourselves, because every breath of air and every mouthful of food and water comes from nature. But we can protect the environment whilst also benefitting our health and happiness, improving our local areas, and protecting local nature.”
Think about how you can adapt your 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 show moral and political leadership on climate and nature, and show progress that’s already happening.
Incrementalist Left
Two tips for talking with Incrementalist Left:
- Incrementalist Lefts 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, like planting trees, leaving the car at home and coming together to create change. Show how we can keep building on our progress to create a more sustainable future for our children and grandchildren.
Established Liberals
Two tips for talking with Established Liberals:
- Established Liberals are concerned about climate change and support moving fast with ambitious leadership on climate change. 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 protecting the planet we love and depend on. Show what’s to be gained by sustained political leadership and action.
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 up for radical change to address society’s big problems, especially at a local level.
- Talk about how protecting our environment means improving our local areas. 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 how protecting our environment means protecting our cherished places and livelihoods. How we can support British farmers and protect local nature. Focus on benefits to individuals and local communities, and how we can protect the future for our children and grandchildren.
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 tackling climate change is all about safeguarding and respecting 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 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 the health and happiness of British people and support British industries at the same time as protecting our environment. Give voice to ordinary people in communities that are feeling the impacts and those in jobs that are changing.