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Consortium Webinar Wednesday, July 30, 2014 3-4 p.m. Maryland’s Six Climate Audiences – Communication Suggestions Ed Maibach, PhD, MPH Ed Maibach is director of the Center for Climate Change Communication at George Mason University and advises a wide range of organizations on how to improve their climate change communication, education and outreach. He currently serves on the National Climate Assessment Development and Advisory Committee, and is Principal Investigator on several climate change education grants funded by the National Science Foundation, NASA, Robert Wood Johnson Foundation, Grantham Foundation for the Protection of the Environment, and Town Creek Foundation. Strategic Framework The rational mind Provide information; engage cognitively The emotional mind Engage emotionally The environment Make it easy, make it convenient Proportions of adult Marylanders in the six climate audiences, spring 2013 Alarmed Key Beliefs 94% Very or extremely certain climate change is happening Climate change is a major/moderate risk to my health Human causation 81-100% scientists agree 84% 73% 45% Policy Support 93% 95% 96% 86% Support requiring 20% renewables by 2022 in Maryland Support expanding state rebates for efficient lights/appliances Support state/local govts protecting communities from CC harms U.S. should reduce emissions regardless what other countries do Behaviors Rewarded companies for CC policies by buying their products Often/always bike or walk instead of driving Purchased an energy-efficient washing machine Purchased an energy-efficient dishwasher Most/all of household light bulbs LEDs/CFLs 80% 18% 54% 34% 60% Media Attention *Grey bars aredaystate often or nearly every 47%audience Social media averages; colored bars represent data from each Internet news sites 72% 72% Alarmed communication opportunities • Direct their “Riders” • Enhance their sense of “collective efficacy” (i.e., boost their belief that “Yes we can”) • Encourage them to engage in political activism • Cultivate their opinion leadership by encouraging them to talk to others in their social networks (about the actions that matter most) • Point them to a clear “destination” (2016 renewal of Maryland’s GGRA?) • Script the “critical moves” (i.e., the actions that matter most – TBD) Concerned Key Beliefs 56% 59% 65% Very or extremely certain climate change is happening Climate change is a major/moderate risk to my health Human causation 81-100% scientists agree 25% Policy Support 85% 83% 90% 81% Support requiring 20% renewables by 2022 in Maryland Support expanding state rebates for efficient lights/appliances Support state/local govts protecting communities from CC harms U.S. should reduce emissions regardless what other countries do Behaviors Rewarded companies for CC policies by buying their products Often/always bike or walk instead of driving Purchased an energy-efficient washing machine Purchased an energy-efficient dishwasher Most/all of household light bulbs LEDs/CFLs 42% 10% 51% 38% 49% Media Attention often or nearly every day Social media Internet news sites 38% 52% Cautious Key Beliefs Very or extremely certain climate change is happening Climate change is a major/moderate risk to my health Human causation 81-100% scientists agree 22% 34% 36% 10% Policy Support 70% 74% 74% 65% Support requiring 20% renewables by 2022 in Maryland Support expanding state rebates for efficient lights/appliances Support state/local govts protecting communities from CC harms U.S. should reduce emissions regardless what other countries do Behaviors Rewarded companies for CC policies by buying their products Often/always bike or walk instead of driving Purchased an energy-efficient washing machine Purchased an energy-efficient dishwasher Most/all of household light bulbs LEDs/CFLs Media Attention 26% 9% 51% 38% 46% Concerned & Cautious communication opportunities • Engage their “Elephants” • Scientific consensus about human-caused cc • “Find the feeling” by showing local impacts AND local opportunities (See-Feel-Change) • “Shrink the change” by: (a) showing where progress has already occurred; (b) suggesting easy next steps & small visible goals • “Grow our people” by: (a) invoking pride in Maryland – our identity; (b) encouraging a growth mindset – including expectations for experiences setbacks Disengaged Key Beliefs Very or extremely certain climate change is happening Climate change is a major/moderate risk to my health Human causation 81-100% scientists agree 11% 35% 15% 2% Policy Support 57% Support requiring 20% renewables by 2022 in Maryland Support expanding state rebates for efficient lights/appliances Support state/local govts protecting communities from CC harms U.S. should reduce emissions regardless what other countries do 80% 48% 41% Behaviors Rewarded companies for CC policies by buying their products Often/always bike or walk instead of driving Purchased an energy-efficient washing machine Purchased an energy-efficient dishwasher Most/all of household light bulbs LEDs/CFLs 12% 17% 39% 32% 43% Media Attention often or nearly every day Social media Internet news sites 30% 42% Disengaged communication opportunities • Clear “the path” • Encourage civic engagement, including participation in community organizations • Raise awareness of potential human climate harms and who is at most risk • Provide assistance to increase participation in emergency preparedness, and household energy efficiency measures. Doubtful Key Beliefs Very or extremely certain climate change is happening Climate change is a major/moderate risk to my health Human causation 81-100% scientists agree 8% 13% 5% 14% Policy Support 42% Support requiring 20% renewables by 2022 in Maryland Support expanding state rebates for efficient lights/appliances Support state/local govts protecting communities from CC harms U.S. should reduce emissions regardless what other countries do 68% 31% 39% Behaviors Rewarded companies for CC policies by buying their products Often/always bike or walk instead of driving Purchased an energy-efficient washing machine Purchased an energy-efficient dishwasher Most/all of household light bulbs LEDs/CFLs 14% 9% 47% 45% 57% Media Attention often or nearly every day Social media Internet news sites 26% 50% Dismissive Key Beliefs Very or extremely certain climate change is happening Climate change is a major/moderate risk to my health Human causation 81-100% scientists agree 16% 5% 0% 9% Policy Support 20% Support requiring 20% renewables by 2022 in Maryland Support expanding state rebates for efficient lights/appliances Support state/local govts protecting communities from CC harms U.S. should reduce emissions regardless what other countries do 34% 12% 26% Behaviors Rewarded companies for CC policies by buying their products Often/always bike or walk instead of driving Purchased an energy-efficient washing machine Purchased an energy-efficient dishwasher Most/all of household light bulbs LEDs/CFLs 3% 6% 65% 38% 43% Media Attention often or nearly every day Social media Internet news sites Local radio 26% 56% 69% Doubtful & Dismissive communication opportunities • Focus on energy rather than climate • Rider: – Destination: Increased energy independence, selfreliance, preparedness, reduced waste – Script the critical moves: weatherization; energy efficiency purchases; energy micro-generation • Elephant: – Use communication designed to appeal to those with masculine and individualistic values – Invoke pride in Maryland – our identity; • Path: – Tax-free days, rebates Other resources • Maibach, E. W., Leiserowitz, A., Roser-Renouf, C., & Mertz, C. K. (2011). Identifying like-minded audiences for climate change public engagement campaigns: An audience segmentation analysis and tool development. PLoS ONE. 6(3): e17571. Available here. • Maibach, E., Roser-Renouf, C., & Leiserowitz, A. (2009). Global warming’s Six Americas 2009: an audience segmentation analysis. Yale University and George Mason University. Yale Project on Climate Change Communication, New Haven, CT. Available here. • Roser-Renouf, C., Stenhouse, N., Rolfe-Redding, J., Maibach, E. W., & Leiserowitz, A. (in press). Engaging diverse audiences with climate change: Message strategies for Global Warming’s Six Americas. In A. Hanson & R. Cox (Eds.), Routledge Handbook of Environment and Communication. Pre-press chapter available here.