Hi all, A recent study published by Energy Policy has found that people’s concerns about climate change shape their support for various energy sources, from renewable energy to fossil fuels. The study collected data from 85,000 respondents in over 30 countries and found that people who are more worried about climate change tend to express more support for renewable energy, such as solar, wind, and hydroelectricity. This is perhaps unsurprising, but what the researchers suggest from there is that emotions related to climate change could be harnessed to promote renewable energy, not only in terms of government policy, but also purchasing decisions.
Climate despair is real, and there is plenty of evidence to show that many people feel helpless in the face of this crisis. So, when developing a campaign that intends to motivate someone to purchase solar panels or become part of a wind energy co-op, for example, the messaging could remind people that renewable energy is a way for them to take action on a problem that they find overwhelming. The study’s authors seem to be implying that this is more effective than simply listing the benefits of renewable energy. In terms of the mechanics of how all of this works, keep in mind that decision-making is a complex process that includes a dynamic interplay of conscious and unconscious thoughts and feelings. Within that process, emotions—even negative ones—are a key driving force for action with respect to motivating people, far more than facts. Further, by presenting renewable energy as a solution to climate anxiety or despair, you are providing an avenue for people to move from negative to positive emotion, from helplessness to empowerment. Of course, this should all be considered within the five steps of community-based social marketing, including removal of barriers to action.
To read more about these findings, click here.
Climate despair is real, and there is plenty of evidence to show that many people feel helpless in the face of this crisis. So, when developing a campaign that intends to motivate someone to purchase solar panels or become part of a wind energy co-op, for example, the messaging could remind people that renewable energy is a way for them to take action on a problem that they find overwhelming. The study’s authors seem to be implying that this is more effective than simply listing the benefits of renewable energy. In terms of the mechanics of how all of this works, keep in mind that decision-making is a complex process that includes a dynamic interplay of conscious and unconscious thoughts and feelings. Within that process, emotions—even negative ones—are a key driving force for action with respect to motivating people, far more than facts. Further, by presenting renewable energy as a solution to climate anxiety or despair, you are providing an avenue for people to move from negative to positive emotion, from helplessness to empowerment. Of course, this should all be considered within the five steps of community-based social marketing, including removal of barriers to action.
To read more about these findings, click here.
