Sixteenth International Conference on Environmental, Cultural, Economic & Social Sustainability

Abstract

Most scientists agree that global warming or climate change is a reality. The most recent report by the Intergovernmental Panel on Climate Change (IPCC) along with the U.S. National Climate Assessment, a joint report prepared by thirteen different U.S. agencies, both profess that unless drastic action is taken by governments, businesses, and individuals to reduce the concentration of CO2, the earth is in peril and the fate of humanity in question. Still, at least in the U.S., a sizable portion of citizens, 40%, remain skeptical of global warming and as many as 54% believe it will have no effect on them. How can believers convert the non-believers and more effectively communicate the extent of expected impacts on the masses? Relying on past research around fear and framing, in conjunction with some simple principles of marketing, this study suggests framing related desired environmentally responsible behaviors and policy with complementary, more immediately realized benefits for individuals rather than continuing to emphasize, as catalysts for determined behavior and actions, failed motivators around fear and moral appeals directed at benefiting future generations.