Climate change and the transition to Net Zero are going to affect every aspect of our lives – technology, food production, society itself, will all need to adapt if we’re to avoid the worst harm, so it’s vital that everyone in society is engaged with that change. The problem is that the wrong message at the wrong time can instantly turn people off – and that’s happening increasingly often.
Always eager to expand their knowledge, Severn Wye Energy Services colleagues Mark Lee and Georgina Saunders recently attended an Open University (OU) session on engaging people with concepts around climate change. It’s an issue people in our line of work will likely run into more than most, and Mark’s summary of the session has some useful takeaways.
What’s the problem?
One of the main issues is that ‘Net Zero’ has become a buzzword and is being portrayed by some (who use the term derogatively) as ‘woke’ – as if saving the planet is a middle-class concern that diverts resources away from everyday problems. Meanwhile, according to OU research, younger generations are also feeling increasingly marginalised but because for them climate change is one of their core concerns. Many experience profound eco-anxiety and frustration which they feel is being ignored, thanks to a perceived lack of action by successive governments and British society as a whole. They worry that, by the time they get to have any real influence on the climate crisis, it will be too late.
It’s true that issues like immigration, healthcare and the cost of living are perceived as being of more immediate concern by many. The question is, how to communicate to these groups that climate change is intimately connected to these and other issues we face? And how to engage people across society to be part of effective change?
What’s the answer?
According to the OU’s research, even mentioning Net Zero can instantly turn some people off. How we frame an argument and the language we use is important. ‘Banging on’ about something to someone who feels it makes no difference to them can be an instant conversation-stopper.
The transition to Net Zero is a great opportunity to address other inequalities, such as poor housing, fuel poverty, and health and economic injustices. Careful communication can make those links, so climate is no longer seen as a separate issue but something that has an impact on our everyday lives. But our lives and concerns are not all the same; sensitive community engagement is important not just to help communicators understand their audience but to help people understand the opportunities and challenges that other parts of society face.
Getting the message across
While climate change and Net Zero should be deeply ingrained in policies, expressing them as solutions to the everyday problems people face is more effective than making them the main message.
For example, making the point that one way to minimise migration is to stop the displacement of populations due to climate change; explaining how everyone can have more money in their pockets if our homes are more energy efficient; that cleaner air from reducing fossil fuel use will help us live healthier lives and relieve pressure on the health service.
Landing the message is one thing. But to act, people need to have agency, shared accountability, and participation. And first they must have their problems and points of view acknowledged. That plays out differently for different groups, but listening is as important as talking. Some people need a chance to vent, while others want to be involved in change. But everyone wants to be heard, whether they believe that Net Zero is dangerous fake news, or that it’s not being taken seriously enough.
Takeaways? Every voice matters
There were lots of great takeaways from the session – here are some of the main ones.
- Listen first – then you can understand and acknowledge people’s concerns.
- Build trust through engagement – communities are stakeholders in change that affects them, not victims.
- Listen to all voices and zoom out to see the bigger picture – that way change can be just and fair for all parties.
- Genuine engagement means agreeing shared targets and goals and joint accountability.
- Don’t talk about the benefits of climate change action or Net Zero; talk about the benefits of change for people’s everyday concerns. The important outcome is action, it doesn’t matter why it happens.
What can Severn Wye do?
Severn Wye has a reputation for impartiality and ‘profit-for-purpose’ so we’re in a great position to engage people across society with climate change and Net Zero. By reaching out to communities and businesses to inform, inspire and lead by example we can change people’s minds along with their energy bills. In a world where we are all bombarded by fake or misleading information, the facts can be in short supply and for some it can be hard to feel hope for the future; Severn Wye can be a voice of reason and a transparent and trustworthy source of information.
