Communicating with Mainers on Climate Change

Transcription

1 Cmmunicating with Mainers n Climate Change Tyler Kidder Cmmunity Outreach Directr, GrwSmart Maine & Lcal Trainer Based n Research Cnducted by Gdwin Simn Strategic Research n behalf f the Maine Climate Table

2 ABOUT THE MAINE CLIMATE TABLE Launched in 2013, calitin f cncerned individuals, businesses and rganizatins 150+ participants wrking acrss many industries and sectrs Believes that municipalities, businesses, nn-prfits, and citizens in Maine have a critical rle t play t educate the public abut climate change Helping t develp plicies and prjects that will prtect and prmte ur envirnment and ur ecnmy

3 GrwSmart Maine Statewide Nnprfit Organizatin The missin f GrwSmart Maine is t build lasting prsperity withut sacrificing the quality f life that defines Maine.

4 THE GOAL OF COMMUNICATIONS Cmmunicatins are abut persuasin f particular target audiences Cmmunicatins are distinct frm: Plicy & Science Slutins

5 HUMAN BEINGS ARE HEARTWIRED Emtins Identity Values Beliefs Lived Experiences

6 Human Behavir, Strategic Opinin Research and the Audacius Pursuit f Scial Change

7 DYNAMICS OF CLIMATE CHANGE COMMUNICATIONS Identity/tribalism Party; class; Mainer Patternicity & Agenticity Cnstructing stries t make sense f it all Lived experiences Bth clder and warmer; impacts bth psitive and negative Message/messenger interactin The imprtance f multiple messengers Anxiety and emtinal respnses Guilt/defensiveness Perceived lack f scientific cnsensus n climate change Key distinctin between scientific and public disagreement Weather is perceived as inherently unpredictable

8 RESEARCH BACKGROUND & METHODS Ø Findings based n a lng-term multi-phase research prject cnducted by Gdwin Simn Strategic Research n behalf f the Maine Climate Table. Ø Phase 1: Tw runds f fcus grups: 12 fcus grups ver tw runds (spring and summer 2015) Explred attitudes tward five plicy areas Ø Phase 2: In-depth explratin n ne selected plicy: energy efficiency Fur-day nline fcus grup amng 27 Maine vters (December 2016) Online survey f 400 registered vters in Maine Reactins t energy efficiency messages and specific plicies Reactins t messenger vides Ø Researchparticipants include: Registered vters in Maine Smewhat liberal, mderate, r smewhat cnservative Weak Demcrats, independent, r weak Republicans Mix f climate change attitudes; excluded climate change deniers

9 MAINERS MINDSET ON CLIMATE CHANGE Pride in Maine; natural resurces and legacy f leadership Yet Maine s cntinuing struggles clr respnses t climate change Mainers see the impacts f climate change all arund them Yet the lack f understandable causal stries alng with a desire t assciate neself with ne s plitical identity can undermine the case fr climate change Maine is seen as the Tailpipe nt the lead actr Despite struggles, Mainers can imagine a better future They can imagine ways the state (and individuals) culd play a significant (if circumscribed) rle in addressing climate change Mst d nt apply a climate change lens when cnsidering plicies/appraches They supprt cmmn sense effrts that can stand n their wn tw feet Are they gd fr Mainers and gd fr business? If these plicies als help Maine address climate change, all the better

10 Meet Peple Where They Are KEY RECOMMENDATIONS Understand Mainers cre identity, including pride in Maine s natural resurces bth beauty and bunty Acknwledge their frustratin with the ecnmic and plitical situatin Channel that anger in ways that are helpful t envirnmental causes Recgnize impact f perceptins f elitism (messengers & slutins) Emphasize knwn climate change impacts in Maine Nrmalize climate change cnfusin and discnnects It can be hard fr peple t knw what t think abut climate change, and flks have a lt f questins. Describe the cllective impacts f the prblem and slutins Priritize jb creatin, especially fr yung peple Believe in Santa Claus/tth fairy; see, knw, understand, experience climate change impacts Shw specific examples f realistic, innvative ideas that can prvide a radmap t a better future give peple specific actins they can take

11 Cmmunicating with Mainers n Climate Change Tyler Kidder tkidder@grwsmartmaine.rg FMI & Cntact: maineclimatetable.rg grwsmartmaine.rg Next Full Training: Mnday May 21 st 12:30-4p Wells Reserve