Spread the word – climate communication that makes an impact

Not so long ago, it was still possible to reliably stop a conversation in a cozy group by turning the table to the topic of climate change. This was followed by embarrassed glances at the floor and houseplants, accompanied by nervous coughing or scratching on the tablecloth. People quickly felt like spoilsports, moralizers or preachers of doom or - even worse - renunciation.

The same pattern could be observed in political debates: as soon as the topic of climate protection was brought to the table, there were rows and rows of bland faces in the National Council, flippant belittling of the problem, fear of change, etc.

How can that be? When climate scientists have been restlessly squirming in their chairs for decades. Where a huge mountain of facts lies before us and clearly shows that even on our perceived 'island of bliss', no stone will be left unturned if we don't get going. And what do we do with this mountain of facts?

Pigeonhole them. Or otherwise ignore them. And not even maliciously. What we need are stories that hit like a bomb. Stories that make all 8.8 million Austrians' ears prick up in the furthest corners of our valleys. Stories that make you feel like you are standing next to the Pummerin on a high holiday in St. Stephen's Cathedral while the bells are ringing. They should be stories that don't leave us with scorched earth, but open our eyes and hearts. Stories that make us shout "Yay!" and "I'm in!" when it comes to breaking new ground together. But what could these stories look like, who writes them and who tells them?

These stories are made from a fabric that only many skillful hands can weave together. The supporting threads of the fabric - the hard facts - come from science. But what ultimately makes the carpet a carpet are the beautiful, soft, colorful threads that bring this framework of facts to life. These are stories that show us what these facts have to do with us personally and what we can change in concrete terms.

Of course, you don't have to be able to weave artistic carpets yourself to have good conversations with other people about climate change. But perhaps it is worth taking a brief look behind the scenes of the professionals: the people who have been working professionally for years on how climate communication works.

Curtain up.

This question may sound simple-minded. But it is based on the realization that when it comes to climate protection, some people are still comatose in a deep sleep, while others may only be lightly dozing and much easier to shake awake[1]. Of course, it may seem tempting to crack the really tough ones (e.g. climate deniers). However, it is not uncommon for facts, however cogently argued, to achieve nothing. It may be more worthwhile with people who have an idea of what all this climate madness could mean for the future of us all.

And there are many of them in Austria. Many people find themselves in a kind of intermediate state. Scientists describe this state as the so-called "awareness-action gap"[2]. The (non-)action against better knowledge. But information alone is not enough to get people to act.

It is a fact that most people in Austria are beginning to realize what could be done. Ask any school class in Austria, whether in Burgendland or Vorarlberg, what would be needed for effective climate protection in Austria. The solutions are reliably on the table in 10 minutes: switch to renewable energy, use public transport where possible, fly less, eat healthily with less meat, think about what you really need, don't buy frills.

So we know that something is coming our way.

So most of us have a vague idea of what we could start with. But only could. What's stopping us? We are held back by the general terms and conditions of climate city watching (German: 'bewegungslos zusehen'):

A - Alternatives are too complicated,

G - Changing habits is hard work

B - Convenience first

s - Self-doubt slows us down

According to the latest findings of climate communication research, however, the last point in particular should be emphasized. The most effective way to slow ourselves down is to doubt that we can make a difference.

We Austrians collectively suffer from an inferiority complex when it comes to climate protection. On the one hand, we doubt our personal contribution: "What can I change on my own?". On the other hand, we often cowardly talk our way out of things because of our small size: "What can a small country like Austria achieve if the big players, the US, China, don't join in?" Either way, the fact is that we are blocking our own effectiveness.

At the heart of good conversations about climate change is the topic of effectiveness, proving to the other person that each individual can be effective. People who have overcome their self-doubt and simply done something different are now in good company.

Let's assume you are walking towards a large building. What are you looking for, the main entrance or a hidden, dimly lit back entrance? Every person you want to convince of the importance of climate protection has something like a main entrance. A topic that this person is particularly passionate about. Maybe it's the financial market, fashion, cars. Maybe the person lives for sport, music or good food. Whatever the topic, climate change doesn't stop at any topic. Any topic is suitable for starting a conversation about climate change. Choose this main entrance, pick up the person at their core interest and show how this topic is related to climate change. Alternatively, current events often provide good starting points for climate discussions.

And if there are still groups of people who don't know what to do with the topic of climate change, it can also help not to use the word at all. And to break the conversation down to other topics that are easier to grasp (experiences with heatwaves, public transport links to your own place of residence, renewable energy supply) so as not to provoke rejection from the outset.

Use the range of inspiring role models and everyday climate heroes to encourage other people. And try to select suitable stories.

What values does the person or group you want to talk to represent? Open-mindedness? Environmental protection? Social values? Tradition? Telling a conservative person about the Fridays for Future movement can backfire. Others join the discussion enthusiastically when the name Greta Thunberg is mentioned. In any case, look for role models that your conversation partner can identify with.

And it doesn't always have to be the big names. You can also tell people about climate heroics in your area: about a neighbor who fell for the climate penny, as a result of which he thoroughly renovated his house and said goodbye to oil heating.

Fear appeals and disaster reports alone are not an effective means of motivating people to protect the climate. After all, the dose makes the poison. Used in a targeted manner, they can help to achieve the desired effect. However, two things are needed to reach people in particular who have so far been deaf ears: on the one hand, a wake-up call, e.g. by providing information on the impending consequences. But: How many of you voluntarily let the alarm clock keep ringing throughout breakfast?

In the case of climate communication, we therefore speak of "positive framing". Not just scaremongering, but also focusing on the opportunities. Where there is something to lose, there is also something to gain. And that is precisely what should be talked about much more.

What carrots do we see dangling in front of us when we hop on our bikes or public transport? Fitness? Fewer children with asthma? Cheaper too, perhaps? Or more time to read? Many climate protection measures not only reduce_{CO2 emissions}, but also have another positive side effect. Far too little is said about the very high goods that we take for granted and that effective climate protection helps to preserve: a peaceful and secure future.

So avoid torpedoing people you want to win over for climate protection exclusively with "horrors" of the climate crisis, but also bring these carrots into play.

Research in recent years has shown that people feel particularly empowered to do things differently when they see and feel that they are not going down this path alone. When a friend, sibling or other trusted person accompanies and supports them along the way.

One recommendation is therefore to rely on this domino effect in social groups and make conscious use of it. Not always to address just one individual, but to activate social groups (circles of friends, family, clubs, etc.). The fact that climate protection does not become an outsider behavior in these groups, but the new "normal" behavior (the new social norm), offers great leverage.

And not only because we are more confident in the group and it is important to us what others think of us, but also because it is simply more fun. Climate protection is a collective homework assignment and the best way to tackle it is together.

About the author

Dr. Sybille Chiari is part of the editorial team at "Nachhaltigkeit. Neu denken" (Rethinking Sustainability) and has been researching and writing about sustainability and climate communication for many years. She is part of the Scientists for Future movement and chairwoman of the Bele Co-Housing association (a community housing project with organic, regenerative agriculture www.belehof.at).

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