The new

climate
message
SELL
THE
SIZZLE
The New Climate Message
CONTENTS

The FIVE minute version 2

Meet the sizzle… 6

find your sizzle 11

break it down 12

vision builder 14

the battle lines 16

the big questions 24

what’s next 26
2

The FIVE
minute
version
We have two main metaphors in this guide. One about sausages and the other
about hell. Although that might make us sound like fiendish barbecue obsessives,
both make important points:

Sell the sizzle scorched earth, failing food supplies, billions of

starving refugees tormented by wild weather. But
not the sausage contrary to every expectation, hell doesn’t actually
In the 1940s a supersalesman named Elmer Wheeler sizzle. Hell doesn’t sell. Although these Armageddon
made what TIME magazine called ‘a handsome living’ climate scenarios might be accurate and eye-catching,
advising U.S. businesses: “Don’t sell the sausage—sell they haven’t changed attitudes or behaviours nearly
the sizzle!” Elmer knew that the big secret to successful enough. Threats of climate hell haven’t seemed to
selling is that you don’t hold us back from running headlong towards it.
For years we’ve advertise the sausage itself
tried to ‘sell’ — because it’s the desirable
climate change, sounds and smells which get Heaven sizzles
But there is one message that almost every audience
but a lot of people the juices flowing and the
responds to. A narrative that changes hearts, minds
aren’t buying. people hungry. For years
and even behaviours. An approach needed now more
we’ve tried to ‘sell’ climate
than ever before. And it’s the opposite of climate hell.
change, but a lot of people aren’t buying. Despite
We must build a visual and compelling vision of low
a strange recent resurgence in denial, the science
carbon heaven.
is unequivocal. So climate change is no longer a
scientist’s problem - it’s now a salesman’s problem,
This guide outlines how to communicate that new
and we can all learn a thing or two about selling from
positive vision. We’ve built this approach on global
Elmer. For all of us desperately promoting action,
market research including specific studies in China,
finding ingenious ways to communicate climate change
the USA, the UK, over ten years psychological
or just banging our heads against the hard brick wall
wrangling about climate messages and Futerra’s
of climate denial – we need to find the sizzle.
own experience communicating climate change
everywhere from stadiums in Moscow, schoolrooms
Climate change sounds like in Chongqing and (in one notable case) on Ipanema
hell, so where is heaven? beach in Brazil.
Climate change itself isn’t the sizzle, it’s the sausage.
You’re still reading after two minutes, so for the next
That’s where our second metaphor comes in. The
three we’ll outline how to do it.
most common message on climate change is that
we’re all going to hell. That’s what climate change
looks like when you get right down to it; rising seas,
 3

Threats of
climate hell
haven’t seemed
to hold us back
from running
headlong
towards it.
4
The FIVE
minute
version

VISION CHOICE
Cynics versus activists a thing. We’ve tried to change values. That just makes
people angry and justifiably so.
If you think the climate argument is won, then think
again. Myriad climate battles continue to rage. On
But one simple narrative actually makes a climate
the science, or the policy response to the science,
change focus group a nice place to be. It cuts
on the responsibilities of business, government and
straight through apathy and into enthusiasm. And
people, on the right moment to act, on who gets the
it’s pretty simple:
blame, on who pays, on who
So we need to benefits…
vision choice plan action
talk to people,
and probably in However these battles have
This is a four-step narrative. First, we open all and
this world of mass largely taken place beneath
every communication with the promise of heaven.
communication we the public’s radar. Played
In just one sentence you can describe a desirable and
need to talk to out between Climate Cynics
descriptive mental picture of a low carbon future.
all of them. and Climate Activists in
This captures the imagination and taps into those
boardrooms or staterooms
starved and withered emotions: hope, a sense of
but only recently in living rooms.
progress and excitement about tomorrow. The vision
also wins us the right to hold people’s attention long
The picture of the 21st Century depends on the
enough to get to the call for action. A major problem
outcome of these arguments. And it will be the
with most climate messages isn’t that people disagree
people, not the leaders, who decide that outcome.
with or misunderstand them, it’s that they don’t even
Without changes to our daily lives, and enthusiasm
listen to them. Many climate messages are dull or
for macro-change, the fight against climate change
depressing and audiences have an inbuilt veto: the
doesn’t have a chance.
veto of their attention.
So we need to talk to people. And in this world of
But we all listen to sizzle, and your vision can sizzle.
mass communication we probably need to talk to all
Later in this guide you’ll find a host of tactics and tools,
of them. Without public support the Cynics win by
but these four are a good (and often neglected) start;
default. All they need is inaction, whereas we need
something to actually happen.
Make it visual
Create pictures in ‘the mind’s eye’. What will a low
carbon economy look like? Here’s a useful trick –
A new climate message could someone easily draw a picture of what you
People have been asking for a new message on said? Or take a short cut, and actually use pictures!
climate change. Around the world, wherever we ask,
the answer is repeated again and again. We’ve tested Make it national or local
how far to ‘turn up the dial’ on the problem, showing The vision must be as local as possible. Don’t describe
the threat of climate change to our children, our a vision of a sustainable Delhi when you’re in
lifestyles and our lives. Doesn’t make any difference. Durban – or vice versa. Refer to places and spaces
We’ve appealed to both logic and ethics. Doesn’t shift where you are.
 5

PLAN ACTION
Make it desirable which breed mistrust and simple dismissal. Do you
Spice it up. If the vision isn’t more desirable than know what you’ll be doing in 2030? Nor do most
what we’ve got now then why bother reaching for it? of us. Stick to five years, or even less if something
Think about what your audience want (not what you meaningful can be achieved that fast.
want them to want) and then show how the vision will
make that happen. Finally the narrative sets forth specific personal
actions so everyone can help steer us away from
Cut the dates and figures. danger and towards progress, freedom and a 21st
Dates, percentages and figures come in action plans, century that looks better than the 20th. This is your
not visions. A 20% cut by 2020 isn’t a vision, it’s a ‘ask’. Make it specific, make it clear how it will help
target. Put all the targets together and imagine what reach the vision, and build
the world would be like if we met and exceeded them: Use the new in an immediate payback if
that’s a vision. narrative with good you can.
communications
The second step in our narrative is ‘choice’, because tactics and All the other general rules
now we’ve got heaven we’ve got to show hell. Today research shows of communication still apply
we have a choice between that positive picture and the response of course1. Language should
the alternative of unmitigated climate change. It’s can be excitingly fit the target audience,
extremely important to powerful. people must have agency
A low carbon hammer home that this to act and messages should
future looks moment is the moment of be maintained over time. Use the new narrative
pretty good, and choice between the two with good communications tactics and research
climate change paths. You don’t pull your shows the response can be excitingly powerful. Pitch
looks decidedly punches here – lay out the it right and the heart lifts, the loins are girded and
unattractive. climate chaos we’re trying suddenly actions that would have been dismissed are
to avoid. People can actually embraced.
listen to this now, because they are sitting in the
life raft of a positive vision watching the Titanic of That’s it. That’s the sizzle, the plan, the checklist.
climate chaos.
So go out there and use it. Or read on for a bit more
Most people’s reaction at this point in the story is a polemic and a lot more tactics, tools and guidance.
forthright ‘so buddy, what are we doing about it?’
A low carbon future looks pretty good, and climate
change looks decidedly unattractive. So then we offer
a strong and simple five year plan. The public stays
with you if you offer a few memorable yet significant
achievements. They’ve got to be big, they’ve got to
be meaningful, and you’d better live up to them.
This five year focus is opposed to the usual twenty to
thirty year targets (often even generational targets) See Rules of the Game and New Rules New Game at www.futerra.co.uk
1
6

Meet
the sizzle…
Imagine striking up a conversation about climate change; with someone on the street,
someone in government, with your family or with your friends. Imagine them eager
and opinionated about what needs to be done. Imagine their enthusiasm for change,
and pride in their own actions. Imagine promoting big policy changes and big lifestyle
changes to an audience excited to hear it.

That reaction is possible. Sustainable Lifestyles Taskforce3 and visit South

We believe that climate action is no longer a scientist’s American, Eastern European and African initiatives
job; it’s now a salesman’s job. You must get out there which are changing hearts, minds and behaviours.
and sell the solutions we already have. And if you’ve From Climate Cool in China to PowerShift across
ever worked in sales, then you know how hard that is. the USA, the 10:10 campaign in the UK to 20:20 in
Brazil; there is a lot of sizzle out there.
That’s where the idea for this guide came from. As
the ultimate salesman Elmer Wheeler taught in the The people we met sizzled. The passion, wit, warmth
1950’s the big secret to selling is that you don’t sell the and sparkle of climate activists worldwide constantly
sausage – you sell the sizzle. And no, we don’t mean the uplift us. If you are a climate activist then you’re in good
sizzle of climate-induced heat company. Hundreds of thousands, and probably millions
climate action is no stress; we mean the desirable, of people are standing shoulder to shoulder with you.
longer a scientist’s tempting and enticing sounds Individually each of you is a powerhouse of sizzle.
job; it’s now a and aroma that convince you
salesman’s job to eat what is basically a dead But we must be honest; climate campaigns can also
pig. That’s the heart of the generate the opposite of sizzle.
salesman’s art. If we must all become superb climate
salesmen, then we must find that sizzle. At the moment The only antonym we could find for sizzle was
most climate behaviours and polices are as appetizing ‘freeze’. And we’ve seen some seriously frosty
to our audiences as a particularly suspect tube of gristle. communications too. Frosty messages range from
Only sizzle could sell it. ‘Climate Pornography’ (messages so doom-laden
and righteous the audience could be forgiven
After a lot of research, experimentation and blind for suspecting the messenger is actually enjoying
alleys, Futerra believe we’ve found that sizzle. The climate change) to ‘Death by Data’ (where abstract
sizzle that will sell widespread climate action. science and dry information take the place of
passion and humanity).
We’ve been lucky in this quest. Our clients have
commissioned climate surveys across the world - from We’re not going to list the frosty campaigns. After
detailed focus groups in Europe and the USA to reading this guide you’ll spot them for yourself.
20,000 people surveyed in China.2 We’ve also had
the privilege to participate in the United Nations
2
British Council China (2009) The Climate Cool Research Report
3
http://esa.un.org/marrakechprocess/tfsuslifestyles.shtml
 7

If you are
a climate
activist then
you’re
in good
company.
8

We
Climate or message fatigue?
arg
Frosty messages try and sell policy and behavior
changes ‘uphill’ to audiences who dismiss or downright
reject what needs to be done. Slowly losing hope in
governments, business and even your fellow human
abo
beings. Shouting into the darkness. The matter is
undecided right now, but don’t underestimate how awful
it will be if opinion goes the
Frosty messages try wrong way.
equ
and sell policy and
behavior changes
‘uphill’ to audiences
Democratic governments will
have their hands tied, the
dist
bution
who dismiss business case for action will
or downright dry up and the green shoots of
reject what needs energy efficiency will die down.
to be done With furore and resignations

of
over the University of East
Anglia ‘Climategate’ and market research showing a cut
4

in Americans’ belief in man-made climate change5 are

signs which don’t bode well.

Remember the worst days of striving to act on climate

change within the straightjacket of disinterest and
denial? This would be worse. The only logical option for
hell
the activists; pack up and move to high ground.

To avoid that fate climate messages have been getting

louder, but they must now also get smarter. Shouting
louder and louder about the problem isn’t going to solve
it. Today you have a choice. We will either continue
fighting against the tide or we’ll turn it. And the authors
of this paper believe that powerful and persuasive
messages can change the world.

We’ve searched for a simple way of explaining our new

approach. Put bluntly; we’re sick of selling hell.
 9

We
gue Heaven or hell?
out Hell is what climate change looks like when you get
right down to it; rising seas, scorched earth, failing food
supplies, ravaged refugees fleeing from tormented weather.

ual
National boarders either fiercely blocked or crumbling,
freedoms curtailed, and progress stalled. Survival the only
need and not guaranteed. Hell on Earth.6

istri-
Extend this comparison and you see how bizarre our
current climate messages are. One moment we are
threatening climate Armageddon, the next asking
people to change their light bulbs. We have ‘hell

tion
mitigation’ and ‘hell adaptation’ strategies. We argue
about equal distribution of hell. Campaigns abound
on how to adapt your garden or home to hell. You can
even buy hell insurance.

of Futerra doesn’t want to sell nightmares anymore. We

don’t want to use ‘be good or you’re going to hell’
messages. The words are more often ‘be energy efficient

hell.
or you’re going to climate change’ but it’s hell that we’re
selling. We’re missing something; we’re missing the crucial
part of the message.

4
http://www.futerra.co.uk/blog
5
The Pew Research Center for the People and the Press. (2009).
Fewer Americans see solid evidence of global warming.
6
Talking about hell and heaven is highly charged and culturally specific,
but the best metaphor we could think of.
10

Find
your Sizzle
Heaven is what’s missing. We know what the world looks like right now. With all its
glories and problems, we live here. Increasingly, we also know what climate change
looks like: it looks like hell on earth. These two pictures are important, but there’s a
vital piece missing.

We need to build a new picture in people’s heads: a “I have a dream today”

self-fulfilling, low carbon prophesy. If we get our act
together, we can transform energy supplies, replacing That’s how it works. When you’re faced with hell -
the old and dirty with the new and green. We can you sell heaven.
switch high consumption, high stress, and high heart
disease lifestyles for something more desirable. What
will it look like, feel like, and be like if we manage to
pull it off ?

That is the picture we need to create. That is the

dream that will become our reality. At almost every
turning point in human history, when things have
looked the bleakest,
That is the dream extraordinary people
that will become have seen a different way
our reality. forward. Compelling
visions of ‘better’ have
inspired us to overcome massive odds before. It’s a
remarkable and brave thing to do.

Imagine just for a moment you’re standing on the

steps of the Lincoln Memorial in Washington DC.
It’s a hot August day, fuelled by the largest crowd
ever gathered in that capital city. Every one of those
thousands of faces are watching and waiting for you
to speak. What will you say? Angry words would be
fair. You’ve been fighting a long fight, sometimes a
long defeat. Your home has been bombed and your
family persecuted. Every phone call is tapped and
jail is a familiar step away. The anger and frustration
of your supporters is tangible. Blood has spilled…
including your own. Even the righteous now suspect
that civil war is the only answer. Terror may be the
only way out. What will you say?
 11

We all assumed that

picture would compel
people to avoid it,
not program them to
create it.

Be careful what The flip side of being able to make your dreams
come true is that you can make your nightmares
you wish for come true, too. If we only carry the negative
Our brains have a nifty little switch called the picture of the future in our minds, then the switch
‘availability heuristic’, which makes us more can subconsciously encourage us to fulfil it. For
inclined to believe those things we can imagine decades, climate communications have built mental
most vividly. So if the ‘hell on earth’ picture of pictures of climate chaos, even when created with
climate change is the most vivid and most common the best intentions (Futerra has done its share too).
one we see, our mental ‘rule of thumb’ makes it For example, by highlighting (through criticism) the
the most believable outcome. Yes, you might say, very wasteful actions that cause climate change, we
and that’s good – people should be scared of the risk inadvertently painting them into the mental
climate change picture, it will make them change it. picture. All of the problem, danger and threat
The problem is, the switch doesn’t work like that. messages may be unintentionally building a self-
Instead, it means that humans make real that which fulfilling prophecy of climate chaos. We all assumed
we can imagine most tangibly (hence the popular that picture would compel people to avoid it, not
‘will to power’ adage). To put it bluntly: sell hell program them to create it.
and that’s exactly what you’ll get.
Damn. We wish it weren’t so, but the switch is hard
The heuristics switch is a favourite subject for to beat. It’s not impossible to overcome (especially
psychologists. They know that if you focus on a if you’re very rational), just really, really difficult.
positive and tangible mental picture of your goal then
you’re more likely to achieve it. As Dr Wayne Dyer, But imagine if we could flick that powerful switch
author of The Power of Intention, puts it: “It is a truly in a different direction. It’s time to start building a
scientific phenomenon that when you change the way new ‘availability heuristic’; a positive switch.
you look at things, the things you look at change.”
12

Break it
down
This new heaven narrative can be a few short sentences, a long speech, or the basis
for a fully integrated campaign. It will work whether you’re enjoying a five-minute
chat waiting for a train, or making an address to the United Nations. Here is the
simple blueprint:

VISION CHOICE
VISION CHOICE
Vision always first Order matters. Open with Introduce hell You’ve sold the sizzle so now show
the positive vision and you win the right to people’s the alternative. If you lead with a positive vision,
attention. Close with the vision and you’ll lose them you don’t then have to pull your punches on climate
before you reach it. chaos.

Make it visual Create pictures in ‘the mind’s eye’. The choice is now Make clear that change won’t
What will a low carbon economy look like? A useful wait, and that the decision moment is now.
trick – could someone easily draw a picture of what
you said? Or take a short cut – actually use pictures. Link the problem and solution This might sound
obvious, but be clear about the linkage between
Make it national or local The vision must be problem and solution. Carbon is the problem, and
as local as possible. Don’t describe a vision of a cutting carbon is the solution.
sustainable Delhi when you’re in Durban – or vice
versa. Refer to places and spaces where you are. Personal hell Climate change doesn’t just affect
weather patterns and polar bears. Lay out the impacts
Make it sizzle Spice it up. If the vision isn’t more on hospitals, schools, and the local environment. Hit
desirable than what we’ve got now, then why bother lifestyles and aspirations. The more powerful and
reaching for it? Think about what your audience compelling your vision, the more hard-hitting you can
wants (not what you want them to want) and then make the threat of climate chaos.
show how the vision will make that happen.

Cut the dates and figures Dates, percentages and

figures come in the plan, not the vision. A 20% cut
by 2020 isn’t a vision – it’s a target. Put all the targets
together and imagine what the world would be like if
we met and exceeded them: that’s a vision.

Share the dream Although you might develop the

vision, it doesn’t belong to you. Show how it reflects
common values and needs.
 13

PLAN ACTION
PLAN ACTION
Short list of big actions Plans to combat climate Direct link to heaven Give everyone something
change can be extraordinarily complex – and rightly to do. But make sure there is a direct link to the
so. But what are the three biggest headlines that vision. Show how every positive step brings us closer
someone might remember ten minutes after being to the goal.
told? Try it out. If no one can remember your plan,
then its odds of succeeding are pretty faint. Use numbers here Numbers might kill a vision,
but they sizzle in a specific programme. If you’re
Complete in five years What will you be doing promoting specific policies, initiatives or schemes
in 2030? No, we don’t know either. Put the plan in a then don’t be afraid of detail. How many homes will
human timescale of five years (that also happens to be be insulated? How much will the energy meter cost?
a political and business one). You can always outline Exactly when will the community turbine start paying
the full plan for the experts. back? Embrace the numbers.

Show me the money How are you going to pay for Personal payback Always, always, always answer
it? This is the reality check. If you don’t cover the cost ‘what’s in it for me?’
of change in the narrative, then the audience might
suspect they are being hoodwinked. The very next action If you’ve done it right, with
a bit of sizzle, then make the sale. Give your audience
Climate cheats Equity only works one way in something to do right now. Not tomorrow. Not when
climate narratives. We all assume we are the good they are next in a hardware store. Right now.
guys who deserve to be protected. Showing how
your plan is fair means showing how freeloaders and
climate cheats won’t get away with it.
14

Vision
Builder
You know how to communicate it, but what does your vision actually look like?
Some people find this hard to answer. We’ve all spent so long fighting off climate
change that we don’t take enough time imagining what the world would look like
if we succeeded.

The building blocks of your vision should be

valuable, irrespective of climate change. Upgrading
Product and
our energy sector, protecting our big green spaces technology visions
(like the Amazon) and little green spaces (like our We are impressed every year by the winners of the
parks), living healthier lifestyles and cutting pollution; various green-tech awards. Several newspapers
we’d want these whatever the circumstances. and online blogs also run product awards and
recommendations. Even if this stuff isn’t on the
These desirable outcomes are at the heart of a market yet, it makes for good vision-fodder.
sizzling vision. Although the transition to a low
carbon economy might be a bumpy ride, the
destination is worth it. You need to see beyond the
Lifestyle visions
Look out for people already living the visionary
fight, and beyond the threat, in order to find a sizzling
lifestyles. From transition townsfolk to innovative
vision. There are plenty of resources, research and
entrepreneurs, to committed individuals, there are
examples to help:
millions globally already living up to the infamous
William Gibson comment “The future is here, it’s just
Economic visions not equally distributed yet”.
Many of the major campaigning NGOs and some
of the big research organisations (like McKinsey)
have weighty tomes on the macro-economic world
in 2050ish. Lots of heavy data to underpin sizzling
visions.
 15

For a vision that sizzles, you need to think creatively.

A simple quadrant in which you write or draw up
your ideas can help:

How will we travel? How will we eat?

List all the funky and exciting new kit and travel Farmers markets, or fair-trade? Eco-supermarkets
options, from bicycles to the Tesla sports car. or grow-your own?

Where will we live? Where will we work?

New ideas abound about how we’ll build our What does a green job look like? Get excited
homes, and what we’ll put in them. about the green economy.
16

The battle
lines
The final hurdle before any communication, however sizzling,
is to know your audience.

No government in the world can implement a climate As we will see, those who oppose strong action to
agreement alone. When it comes to climate change, prevent climate change never question the need to
every single one of our 6 billion fellow citizens - every take the public with them. They start with directing
family, every small and public opinion and then work their way up from
A public veto on large business and every there. But we already know that our common climate
climate action is community - will need to messages aren’t going to touch enough people. If we
possible and it act in response. And those want to change the majority, we need to change our
wouldn’t happen by people may not choose message.
accident. to accept the changes.
As John Stuart Mill once
wrote, “In politics it is almost a triviality to say that
public opinion now rules the world.” A public veto on
climate action is possible and it wouldn’t happen by
accident.
 17

Meet the global cynics Carbon Protectionists

The entrance criteria to be a global cynic is that
Protectionists argue against making compromises
you’ve heard about climate change, have at least a
either to the developing or to the developed world
passing knowledge (or detailed expertise) of what
(depending on their own perspective). They often
that means, and strongly disagree with what’s being
call on the rest of the world to take action, but have
planned at international, national and personal levels
a good line on why their country shouldn’t do more,
to combat it.
or has already done enough.
Climate Change Deniers
Industry Avoiders
Unfortunately, these guys are back (if they ever went
With major vested interests, Avoiders are looking
away). The edge of this group are the conspiracy
to make sure the carbon tax hammer doesn’t fall on
theorists who are sure that climate science is an
their industry. The worst offenders previously ran
excuse for either (a) the environmentalists to curtail
campaigns sowing doubt and denial. Now
consumption or undermine our way of life, or (b)
they often use the argument of job losses and
for the developed world to hold back the developing
unbalanced impacts.
world.

Economic Worriers
Recently, this group has stopped always questioning
the costs of action, but now are sowing doubts about
taking action during a global economic downturn.
They often threaten rises in fuel prices, personal costs
for individuals, and wider economic burdens.

18

It would be tempting to either get a bit angry or Angry Antis

laugh about these arguments. But remember that Radical environmentalists (and a few anarchists)
there isn’t some evil James Bond villain somewhere convinced that the system that got us into this mess
wringing his hands with glee at the unfolding can’t get us out. Often disrupt even good-faith
climate drama. Some of these arguments are put meetings and climate summits.
forward by good-natured people, honestly sure
of their standpoint. If you want to be an effective Climate Quitters
communicator, remember that. Quitters believe it’s all too late anyway, because
the climate is irrevocably damaged and there’s
There are two final groups within the global cynics. nothing we can do about it. As James Lovelock
These groups wouldn’t make friendly bedfellows puts it, “Our situation is similar to that of a boat
with the others. But in terms of communications and that suddenly loses engine power shortly before
public support for change, their impact is the same: reaching Niagara Falls. What’s the point of trying
to repair the engine?”
 19

The terrible irony, of course, is that all these cynics

probably wouldn’t get along if you put them in
a room. They probably wouldn’t get along in a
pointedly physical way in fact. Yet they feed each
other’s agendas and collectively undermine public
acceptance of change. The Climate Deniers fuel
the Angry Antis’ wrath, and the Quitters prove the
Protectionists’ arguments. For Average Joe, it all looks
confusing, volatile and unclear. At best, the cynics
provide an excuse for delay, denial and apathy.
20

Meet the global activists Can swing easily into becoming lighter versions of
the Angry Antis if they feel disappointed about the
The entrance criteria for the Global Activists would
speed of change.
be the same as the Cynics, except that they hold
a positive opinion about an international climate
Carbon Realists
agreement and about climate action in general.
Often found at senior levels in government and
Futerra considers ourselves to be part of this group.
business this group accepts the climate science and
But we’ll try not to be too partisan.
the need for action. But remember - the realists don’t
like taking climate action, they just know they have
The Activists are in fact a little simpler than the
to eventually. Often terribly conflicted between their
Cynics, only falling into three main categories:
climate realism and their other obligations or vested
interests.
Climate Fighters
Often of a campaigning or ideological bent, the
Carbon Opportunists
climate fighters are ready for change. Having spent
There’s money in climate action. From the
years in the policy and public wilderness, they feel
renewable energy entrepreneurs to the carbon
global climate policy can and must make a difference.
 21

market traders, the Opportunists want consistent

targets and a thriving international carbon market
or more subsidies.

Again, not all of these voices always sit together

comfortably. The Climate Fighters are ideologically
driven, and find the Realists questionable and the
Opportunists downright worrying. The feeling is
often mutual.
22

Meet the Home Firsts that they are a far larger group and include a wide
range of demographics; cohesive in that they hold
Now we’d like to introduce you to the most important
pretty similar views on climate change.
group. If you’re an Activist of any hue, you might
not spend much time in
You travel with this massive company. You This group could become interested in climate
them, eat with travel with them, eat with change, they could choose to take action, and they
them, share them, share the planet with could raise their expectations of governments. For
example, our survey in China found that a significant
the planet with them and might be related
proportion of young professionals (79%) believe they
them and might be to a few. But because they
have a responsibility to change their behaviour to
related to a few don’t have much of an
help reduce CO2 emissions. Similarly, over two-thirds
opinion on climate change,
(70%) claim they have a responsibility to encourage
you probably don’t know how important they are.
others to change their behaviour.
The Home Firsts are both more cohesive and more
The defining characteristic of a Home First is that
diverse than either of the global groups. Diverse in
they are somewhat interested in the world beyond
 23

their borders and what things ‘out there’ might mean The Home Firsts The politicians, media and
for their country. They are not consistently interested are important business take much more
or informed about global issues, but; interest in them than in you
(well, you’re reading this guide – that kind of suggests
Home Firsts’ latent interest is sparked you’re either a cynic or an activist).
by clear opportunities or threats to their
personal or national interest. The Home Firsts are important.

Either the cynics will touch their fear of change, All of our media analysis and market research
or the activists will fire their imagination with shows we’re on a knife edge of opinion. The Home
opportunities. The potential and the dangers are Firsts are receiving both Global Cynic and Global
immediately obvious. The Home Firsts make up Activist messages – and they could fall either way.
the vast majority of every population – dwarfing A sizzling vision is what this group wants to hear.
both the Global Cynics and Activists. They Make sure it’s yours.
are strongly influenced by the media and by
‘commonly held’ views.
24

The big
questions
This might have all made perfect sense to you. Or you might be thinking,
“ok, but…” We might not have found all the ‘buts’, however, here are a
few answers to some of them.

Q. Yes but, will this really work Q. Yes but, although this
because it all sounds a bit ‘rose might help sell big plans like
tinted glasses’ to me? Copenhagen what about
Being positive can be hard. The authors of this guide making big changes to people’s
also sometimes have the urge to grab people by the
shoulders, give them a good shake and cry, “pull your behaviour?
finger out or we’re all going to fry!” The problem is that We’d love to see more research on this. Behaviour
climate change is too important. You’ve got to do what change is enthrallingly complex, but one thing we do
works, and our research suggests this works. Try it. know is that many low carbon and green behaviours
have a ‘status’ problem. Most climate friendly
behaviours, especially the big hard ones (travel, diet
Q. Yes but, what exactly etc) are not aspirational or desirable. One factor
is the vision of a low that tars them is their association with a problem.
carbon future? You’re asked to make a sacrifice for the greater good,
Really good question. Some work has been done which has rarely in human history been a high status
on this, but we’re missing a Stern Review equivalent pastime. By associating the actions with a positive
detailing a properly low carbon future. You can still and desirable goal, these actions could gain a few
use the approach but it will be supercharged once popularity points. Let’s test that.
we have more detail. There’s also going to be more
than one vision. Governments will develop nice ones, Q. Yes but, in developing
NGOs will demand scary ones and business will sell countries some indulgent
beautifully branded ones. Get yours out there and
let’s have the battle of the visions. Then there’s much ‘downshifting’ picture
more of a chance that every audience will find one of the future isn’t going
that motivates them.
to cut it?
 25

We’re convinced that the most compelling, Q. Yes but, what about climate
most radical and most sizzling visions are going
to come from the developing world. When literacy and education?
presenting this approach in South America, Climate literacy and education are the right
Brazil and China audiences have started pitching options, but perhaps are not the most effective one.
visions almost immediately. The future belongs We wish that understanding climate change would
to progress - focused, determined populations automatically lead to lifestyles changes. But it doesn’t.
prepared to build new and low carbon economies
(rather than retrofitting old ones). Sound like Q. Yes but, I hate all of
anywhere you know?
this! I believe people should
understand the impact of their
Q. Yes but, what about energy actions and face up to the
security or money saving realities of climate change?
narratives, etc? That’s the hardest part. That is how it should work.
Adapt it. The principles apply to whatever your If you truly believe that approach is working, then
main message is. keep doing it. We might be wrong. If you’re not
convinced, then this is the wrong message for you to
Q. Yes but, not every audience be using anyway. We hope someday you’ll hear an
‘I have a dream’ speech that will grab you. But until
buys this do they? then, remember this: no matter the message, it’s
You’re right. If you’re reading this then you’re your passion and dedication that sizzles.
probably not our target audience! The Cynics
and the Activists already have their own beliefs,
motivations, myths and heroes. We’re not trying to Q. Yes but, so what?
reach the already decided. Try this approach with Are messages that important? We believe that
an audience you haven’t been able to reach yet. policies without public opinion aren’t worth the
carbon they’re written on. No sizzle = dead pig.
26

What
next?

Try it.
Flick back through this guide and try out the
narrative. What would you say? How would you phrase
the vision, put forth the choice, outline the plan and call
for action?

What’s your ‘I have a dream’ speech?

Not a words person? Great, doodle a picture of a low

carbon house, street, or economy. Pictures speak a
thousand words, so build us a world of them. Dump
the anodyne targets and draw us a low carbon lifestyle
that sizzles.

Already living it? Part of a Transition Town?

Built an eco-home? Living it up on less than a ton
a year? Brilliant. Keep showing us the vision in action.
Have more fun than the rest of us and make sure
we know it.

Words, pictures, stories and lives.

Sell the Sizzle.

27
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About
Futerra

Futerra is a communications agency. We do

the things great agencies do; have bright
ideas, captivate consumers, build energetic
websites one day and grab opinion formers’
attention the next. We’re very good at it.
But the real difference is that since our
foundation in 2001, we’ve only ever worked
on green issues, corporate responsibility
and sustainability.

For more information on our services,

or to see if we could help you,
visit www.futerra.co.uk or call
+44(0) 207 549 4700

For further copies of this guide please email

info@futerra.co.uk
A word from the authors Herein lies the rub. Without being
We are deeply passionate about our incentivised, excited or inspired by an
business and our message. We believe that aspirational ideal of where we might go as
fighting climate change will preserve our a society, few of us will act. We need to
freedoms and open the door to a better enthuse people about the potential benefits
future. A sustainable and secure energy of a better way of living and overcome the
supply is infinitely more attractive than vocal voices of delay and denial.
reliance on sources that fluctuate wildly in
price and originate in unstable or unsavoury Progress has always required the creation
regimes. The financial benefits of energy of powerful visions in the public mind,
efficiency are enormous, regardless of such as the images of heroic workers in
where that energy comes from. Climate the New Deal as America emerged from
change must be mitigated, but the the dustbowl depression. We need these
opportunities must also be maximised. powerful visions to help us move towards
a better tomorrow. In the words of Victor
Why are communications, psychology Hugo “There is nothing like a dream to
and clever messages needed to bring create the future.”
that about?
Best wishes from
The brutal truth is that rational arguments The Futerra team
alone don’t change behaviour, even when
people want to change. Health campaigners
have known this for some time. Most of us
know the risks of smoking, over-eating and
drinking alcohol to excess, yet millions of us
still do these behaviours – despite rationally
knowing they are bad for us.