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Selling the sizzle

Posted: December 9th, 2009 | Author: ktcita | Filed under: behaviour, environment, future | Tags: , , , , | 3 Comments »

sizzle

Have just read Futerra’s report Selling the Sizzle. It is a basic outline of how, through positive framing, climate change activists can radically change people’s behaviour toward climate change. It’s all about making the actions desirable so that people actually take them. For, “without public support the Cynics win by default. All they need is inaction”

The basic problem, Futerra says, is that “most climate friendly behaviours, especially the big hard ones (travel, diet, etc) are not aspirational or desirable. One factor that tars them is their association with a problem. You’re asked to make a sacrifice for the greater good, which has rarely in human history been a high status pastime.”

But Futerra believes that if we frame these actions positively then they could become desirable. They list the process that communicators should use as:

VISION —-> CHOICE —-> PLAN —-> ACTION

This step-by-step process feels a bit like a quit smoking programme. First, envision the glorious future without cigarettes. Then once the patient can see the positive future, give them a choice between this, and the hell of a lifetime of smoking. Then you and the patient start planning on how you will tackle quitting smoking. And finally the patient takes action and quits smoking, and you keep reinforcing the positive future they have chosen.

The question is, will it work? Can we make desirable the behaviour and lifestyle changes that are necessary to mitigate the worst effects of climate change? If you are in the business of communicating climate change, I suggest you read the report.