Hello Friends,

Recently, I watched a webinar in which four young behavioral science researchers discussed their studies and their findings. What stood out to me was a complaint one shared. She said that although many people are studying climate communications and behavioral science, few organizations are translating this research into practical uses.

It’s true! There are very few groups taking that research and making it user-friendly and practical. And, this is precisely why One Climate Action exists: to make it easy for people to apply the latest research findings to their climate communications.

The tips you find in this monthly newsletter, and the specific tactics taught in our training programs, are all based on research. We are constantly reading the latest reports to help climate communicators like you avoid making simple mistakes, and implement the most up-to-date best practices. Instead of relying on classic ways of communicating, our goal is to help concerned individuals and professionals make incredible impacts with science-backed tactics and strategies.

What do you think of the unusual tips in these newsletters? Let us know if you’ve tried them out and how it went. We’d love to celebrate your efforts and hear how it went!

With incredible hope and optimism,
Tammy Mayer
Director of One Climate Action 

Advice: Connect climate action to pleasure!

When we communicate about climate change, we often make the mistake of bringing up all the ways we need to change our lives and reduce our carbon footprint. Psychology and research on climate communication tells us that this messaging is turning the general public away.

However, when we approach the dialogue or the communications campaign with a focus on the things that bring pleasure to the target audience, we are more likely to be successful. When we focus on what people love and hold dear, they are more apt to pay attention, and more apt to want to take actions that protect what they value most.

What brings pleasure to the people you want to persuade? In other words: what do they think is incredibly important and worthy of protecting? Instead of talking to them about climate science or big lifestyle changes, opt to communicate about the ways climate change threatens the topics that bring them pleasure. And then, elaborate on the solutions that protect that element of pleasure.

For example, if a company you work for prides itself on being innovative, you might focus on what ways the most innovative competitors are doing regarding climate change. Or you might focus on how innovative climate action aligns with the company’s vision and reputation for innovation.

Or, if you live in a community affected by extreme weather, you might focus on the local people and places impacted by these disasters. You could focus on how important it is to protect the local population and the locations that the residents care most about.

These ideas are rough overviews of more thorough and specific guidance that is taught in the Talk Climate program. To read more about this training program CLICK HERE.