Climate Communication and Behaviour Change

"Saving our planet is now a communications challenge" - Sir David Attenborough

What?

• Tailored guides to the do's and don't's of communicating on climate change
• Workshops on the psychology of climate change
• Support for business leaders to help them maximise their personal potential for impact
• Expert report writing
• Guidance on marketing, outreach and hiring

Why?

The science of climate change has been clear for decades, so why have we not acted? There is a growing realisation amongst both the academic and professional community that successfully tackling climate change relies on far more than hard science, carbon budgets and technological investment. Instead, it is now argued that concern for and action on climate change is governed as much by socio-cultural norms and behavioural biases as scientific projections, factors which former governor of the Bank of England termed ‘human frailties’.

We can see this in our own lives and in those around us. The majority of people in the UK know that climate change is an issue and support action, but can’t quite come to terms with what best to do about it. This uncertainty can lead to a range of outcomes. Some completely overhaul their way of living, some bury their head in the sand, plenty just decide to blame China. In a large majority of cases, how we approach the issue fundamentally rests on how our peers and role models do. We tend to conform to our notion of the ‘in-group’ norms, often those we see as politically similar to ourselves. It is no surprise, therefore, that perspective on climate change often align with those on immigration, crime, and other key, particularly social, political issues.

So, what does this mean for you? Hopefully a range of things. Firstly, on a very personal level it can be difficult to find psychological safety on climate change, to feel comfortable with and face up to your role as part of the problem and potentially part of the solution. Business leaders feel this particularly keenly, being afraid to be seen to be doing the wrong thing in the public eye. This often leads to completely switching off from the problem, or providing inadequate or even counter-productive responses. Secondly, understanding the psychology of climate change allows you to unlock the potential of those around you, creating a culture of productive change. Finally, getting to grips with the language and framing to best communicate, both internally and externally, on climate, is vital to underpin any work that is being done. This allows you to feel confident in sharing your journey free from accusations of greenwashing.

Credentials

I have a strong academic background in the psychology of climate change, gained through my degree at the University of Oxford, and continue to pursue this as a primary interest through my Master's.

While at KPMG I instigated and lead a workstream aiming to offer this kind of support to business leaders which got a lot of internal traction before I left. I now have a lot of material that I would love to be able to use.

I have been lucky enough to spend time with many senior business leaders in candid settings discussing their personal and professional approach to climate change. I feel I understand the unique pressures involved, both internal and external.

I was a leading author on a KPMG/WBCSD report on making the 'business case' for sustainability. This involved a programme of research into the factors impacting business action, culminating in a set of recommendations on engaging business leaders in climate, nature and social focused initiatives, demonstrating the manifold benefits that they could bring in both the short and long term.

All photos are my own