MEGAN VARNER/ReutersSome of the messages most favored by climate activists to draw support for climate policies are hitting the wrong notes to sway the general public, a large global marketing survey found. The survey, conducted by the communications nonprofit Potential Energy and the Yale University Program on Climate Change Communication, tested support for a range of climate policies among nearly 60,000 respondents in 23 countries. The results, published Thursday, suggest that most people aren’t persuaded to support climate policies because of messaging focused on their potential to create green jobs. That benefit feels distant and vague. And messaging focused on “phasing out” fossil fuels — a key demand of activists at COP28 — and to “keep fossil fuels in the ground” also don’t resonate. The average person is less likely to instinctively link fossil fuel production to climate impacts than activists tend to believe, Potential Energy’s CEO John Marshall said. Instead, Marshall said, by far the most effective way to change a person’s mind to support climate policies is to focus on the “urgent need to protect the next generation.” “Climate needs a ‘why,’ and the data says the dominant ‘why’ is to protect our children,” Marshall said. “We’re under-messaging the big ‘why,’ and over-messaging the green jobs.” |