Reframing climate change as a pollution problem with tangible consequences resonates better with the public and can effectively communicate the urgency of the issue.
Policymakers should align policy solutions with the values and motivations of the audience, highlighting the immediate consequences of climate change and connecting policy to relatable human experiences to create a compelling message.
Deep dives
The Power of Marketing in Climate Communication
John Marshall emphasizes the importance of using marketing techniques to effectively communicate climate change. He highlights the need to simplify messaging, humanize the issue, and hold accountable the polluters causing climate change. By reframing climate change as a pollution problem with tangible consequences, the message resonates better with the public. Marshall also emphasizes the significance of timing in communication, particularly during extreme weather events, to capture attention and counter disinformation effectively.
The Influence of Narrative in Climate Policy
John Marshall underlines the narrative war surrounding climate policy. He suggests that policymakers should start with the audience and position policy solutions in a way that aligns with their values and motivations. By communicating the immediate consequences of climate change and linking policy to human experiences, such as saving Florida from flooding, policymakers can create a more compelling message. Marshall also encourages testing messaging to ensure simplicity and accountability in climate policy communication.
Investment in Climate Communication
John Marshall highlights the underinvestment in climate communication and the need for increased funding to educate the public effectively. He emphasizes the high return on investment in climate communication, with the cost of turning someone into a climate supporter being relatively low. Marshall suggests that adequate investment in communication can have a significant impact on public perception and action on climate change.
Rebranding Climate Change as Pollution
John Marshall suggests rebranding climate change as a pollution problem to enhance public understanding and engagement. By focusing on the pollution caused by climate change and addressing the polluters responsible, the message becomes more tangible and relatable. This approach humanizes the issue and emphasizes the need to fight the consequences of pollution caused by climate change.
Welcome to another episode of Outrage + Optimism, where we examine issues at the forefront of the climate crisis, interview change-makers, and transform our anger into productive dialogue about building a sustainable future. This week our hosts discuss the slow progress made at the negotiations in Bonn which concluded last week and how the perceived lack of direction has led many in the climate community to feel anxious about how successful talks will be in Dubai later in the year. Christiana also touches on the New World Bank report, Detox Development: Repurposing Environmentally Harmful Subsidies, highlighting the trillions of dollars wasted on subsidies for agriculture, fishing and fossil fuels that could be used to help address climate change instead of harming people and the planet. With Tom off to the Global Citizen Power Our Planet Live event on Thursday, the hosts discuss their hopes for a more positive outcome from The Summit for a New Global Financing Pact also happening in Paris this week. Look out for the anticipated momentum to gather pace on Mia Mottley’s Bridgetown Agenda for the much needed reform of international finance. Our special interview this week is with the brilliant communications expert John Marshall, CEO of Potential Energy Coalition, to discuss climate change’s marketing problem and how we can solve it. Essential listening and the team here all agree we could learn a lot from John’s insights! For anyone wanting to learn more about the important work of Potential Energy, click here. Our fabulous music this week comes from Hazel Mei and her song Golden Chains, another finalist from this year's Environmental Music Prize. Check out her links below. With Clay away, huge thanks to Airaphon who mixed and sound edited the podcast this week. Please don’t forget to let us know what you think here, and / or by contacting us on our social media channels or via the website. NOTES AND RESOURCES John Marshall, Chairman and CEO of Potential Energy Coalition LinkedIn | TED Bio Potential Energy Coalition Website | LinkedIn | Instagram Hazel Mei, Environmental Music Prize FinalistInstagram | Facebook | YouTube For anyone wanting to watch the absurd Fox news interview with Power the Future founder, Daniel Turner, here is the link. Learn more about the Paris Agreement. It’s official, we’re a TED Audio Collective Podcast - Proof! Check out more podcasts from The TED Audio Collective Please follow us on social media! Twitter | Instagram | LinkedIn