Research by Ipsos MORI explicitly in relation to climate change ("Leading or Following" presentation based on "Tipping Point or Turning Point") suggests that most people now see it as a problem.They are, however, confused about what they can do and are ready for government and business to take the lead. People's decisions are also influenced by behavioural norms.They don't approach every issue and choice with calculated rationalism and decisions are often shaped by cultural tenets of they way they live and work. Communication on climate change action therefore needs to prioritise outcomes and articulate them clearly, linked to a range of measures that enable or incentivise specific changes among specific groups -"what do you want me to do". Communicators need to thoroughly understand their audiences and then engage with each target audience through a range of channels.

Email this to a friend.
Previous item — Next item.