There is currently a lack of research into communicating the concept of net zero and why it is needed, but existing insights on climate change communication suggest the phrase net zero is a technical one that will not resonate well with the public. The purpose of this report is to test these assumptions, and make recommendations on the best ways...
In this report we explore additional language that speaks to the values and identities of different audiences within Alberta. The report includes narratives tailored to each audience – what communicators call “sub-narratives”. The sub-narratives are intended to sit within the larger meta- narrative from Report I, giving the latter greater nuance and speci c meaning.
This guide is intended to provide practical guidance for climate and energy communicators about what language works well and – crucially – what language might pose an obstacle for communicating with any specific group. This first volume is concerned with finding the language that works best across Albertan society by helping to find common ground across very different positions. This...
The European Perceptions of Climate Change project (EPCC) provides insights into public attitudes towards climate change and energy transitions across France, Germany, Norway and the United Kingdom. In an initial report, the project detailed the socio-political context relevant to understanding perceptions of climate change in each of these nations. A second report summarises the key findings from an international representative...
Effective communications requires reflecting and responding to different audiences, and tailoring messaging to the values of each audience. NGOs and financiers have different values and therefore use different narratives, often with entirely different vocabularies. Policymakers – especially those in government and multilateral development agencies – tend to sit between the two sectors, adopting some of the NGO concerns about social...
This guide is for leaders and citizens determined to push back against fossil fuel’s tight grip on American energy policy and to move our country forward – to catalyze leadership and action toward a clean energy future and a safer climate. First developed in 2012, this message guide has been used as the foundation for a wide range of high-...
With continuing political polarisation around climate change and energy issues, there is an urgent need to reflect the views of centre-right citizens accurately and build communications around their values. There is no inherent reason why climate change and the centre-right should be incompatible. However, there has long been a vacuum where a coherent and compelling conservative narrative on climate change...
We surveyed 857 Ontarians in September 2015 to explore thoughts about carbon pricing and Emissions Trading (cap and trade) policies and 12 frames/narratives. Each narrative (six on carbon pricing; six on cap and trade) expressed a different ‘idea’, or cognitive frame, developed by George Marshall at the Climate Outreach and Information Network (COIN).These ideas covered frames such as “polluter pay”,...
Americans love energy efficiency. Poll after poll shows that overwhelming majorities of Americans have positive feelings about energy efficiency. So why aren’t there more policies in place to support this popular clean energy strategy? The answer also lies in those polls: While energy efficiency is viewed positively, people generally think it should be an issue of personal responsibility—not an objective...
This Special Report from the Pacific Institute for Climate Solutions (PICS) is a synthesis of key findings from a cluster of PICS funded Social Mobilization research projects, conducted in British Columbia (BC) during 2010 – 2014. This report explains “what works” and “what doesn’t work” in engaging the public and motivating people to act on climate change solutions. Included in...
