🚨 New study reiterates communications 101 for climate: the power of repetition 🚨 The study found that, remarkably, repetition of climate misinformation impacts even those who believe in the scientific consensus around climate change, and that even a single act of repetition can make a false claim appear more true. Good to know 👏 But the problem here is when we get to the question in the article: How can we defend ourselves? The proposed solution is “come back to the scientific consensus”. 😐 YET AGAIN we see a belief among climate people in a theory of change based on communicating facts. In case you hadn’t noticed, THIS SIMPLY DOES NOT WORK 😐 The trick here is not the power of repeating facts that support climate science, but the power of repeating emotionally charged messaging that supports climate feeling. 🔥 This will typically involve all the “dark arts” of advertising, nudging, political communications and outright emotional manipulation that many climate people find unsavoury 🔥 The ends justify the means: go forth and communicate for Earth 💚 🌍 https://lnkd.in/eu5sp6jZ
Amber Jade
3mo
Joseph Gelfer so true... in the twilight state of our understanding of the human condition a war is raging: The White Hats vs the Black Hats of the Dark Arts. Do we exploit the vulnerabilities of our condition for the perceived benefit of a better future? Or do ethics require that we avoid using the arts that exploit, while those without ethics do whatever they wish anyway? This is why I'm working at the intersection of insight and empowerment. I believe that culture can teach people about their cognitive and emotional vulnerabilities so that we know how they are being leveraged, with our without our permission. And hopefully we will gain agency, and chose to use them to care about people and planet. It's a long shot but I don't see an ethical solution any other way. Once humanity understands ourselves better, we will become more difficult to manipulate against our will, and more capable of conscious manipulation toward agreed outcomes.
But seriously, we are dealing with some wild cognitive dissonance at work in this kooky world we've chosen to be a part of. Who are the people that point to the science and the data and the facts? The very same people who are most likely to ignore the science and data and facts about effective climate communication. Climate change may be a communication issue, but climate communication often feels like a straight-up change management issue.
Such a good point here! In recent research I conducted, I shared informative marketing materials about water consumption with respondents. Despite clearly communicating water scarcity and actionable steps, there was no change in behavior because the materials lacked emotional charge. When I asked why they didn't change, they said they've seen such facts many times and felt it wouldn't directly affect them. I'm sure a more personal and emotionally charged message would have elicited a different reaction.
sustainability strategist 🌳 green jobs advocate
3moMan-behind-the-curtain moment: you may have noticed that my own LinkedIn feed is largely an embodiment of the act of repetition on this point 😅