AMERICANS AND CLIMATE CHANGE

Attitudes and Social Change

Aaron Pope
California Academy of Sciences
What to you think?

“From the policy-making level down to personal voting and

purchasing decisions, our actions as Americans have not
been commensurate with the threat as characterized by
mainstream science.”
(James Gustave Speth, 2005 Yale F&ES Conference on Climate Change)

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Why aren’t more people alarmed?

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Where…

Is the public outcry?

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A perfect storm of misunderstanding

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Scientific and environmental illiteracy in America

A 2004 study found:

• Just 32% of Americans have a basic awareness of environmental
topics
• All but 20% are heavily influenced by incorrect or outdated
environmental myths
• Just 12% can pass a basic test on awareness of energy topics
• There is little difference in knowledge levels between average
Americans and their policy makers

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Scientific and environmental illiteracy in America

• Americans do not generally understand the language of scientists, or

the process by which science comes to its conclusions
• We do not understand much about the connection between our lives,
and the natural systems which support them

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Scientific and environmental illiteracy in America

Polls indicate that the we have adapted a wait-and-see attitude,

indicating we lack an understanding of lag times and feedback loops

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Scientific and environmental illiteracy in America

“An increasing percentage of the American public believes that

“climate” is a natural phenomenon that is largely insusceptible to the
actions of man… Simply put, the Administration’s positioning of the
climate change crisis is potentially in conflict with a prevailing,
dominant system of beliefs for many Americans.”
- IMPACT study; Feb 2010

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“Climate” vs “weather”

Half (51%) of all Americans said that the record snowstorms in the
eastern United States last winter made them question whether global
warming is occurring.
- Global Warming's Six Americas; June 2010

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Muddying the waters

• There are a (relatively) small number of individuals and

organizations actively working to distort climate change
science
• Fossil fuel companies spend hundreds of millions funding
these efforts
• This have a huge impact on the conversation

Environmental Defense Fund:

$450 million is the amount spent on lobbying and political contributions by
opponents of global warming action in 2008;
2,340 is the number of paid lobbyists working in Washington on climate change in
2008; 7 in 8 is the Proportion of climate lobbyists advocating against climate action

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Modern media

Enabling these denial campaigns is the MAINSTREAM MEDIA

Which places a premium on:

• Conflict – two equal sides battling it out
• Sound bites vs in-depth reporting
• Left vs right
• Opinions rather than facts
• Talking heads rather than scientists

“The media no longer reports what happened today. Instead, it reports

who won today.” Bill Maher

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Partisanship
Nowhere but in America

• NOT a partisan issue in most countries

• Lots of controversy about how to deal with
climate change, but the acceptance of the
science is not generally connected to
particular political parties
• In the US, acceptance of climate change
science is heavily influenced by political
affiliation

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Psychological barriers

Human beings are not rational – values, cultural identity and emotions
usually trump reason
Studies show that we have a tendency to:
• Act against our own best interests
• Edit reality to fit our preconceived notions
• Have difficulty comprehending a threat which does not seem
immediate
• Try to hold on to the status quo at all costs
• Resort to a fight or flight reflex, rather than logically analyzing
a situation
• Give credence only to messages when we connect with the
messenger

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The truth will not set us free

We cannot rely on facts to convince people of

anything
• 2006 University of Michigan study found that
misinformed people did not change their
minds when presented with corrected facts
• As a matter of fact…
they often became more strongly set in their
beliefs

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Actions do not necessarily follow enlightenment

Even if people
believe the
climate science,
that does not
necessarily
translate to a
change in
behavior

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Distant in time and space

Americans perceive climate change as a distant threat, both in

time
and
space

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Distant in time and space

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Solutions

First, define what you are trying to accomplish

• Reduce your carbon footprint?
• Inspire customer behavior change?
• Be proactive about future conditions and regulations?
• Sell a good or service that contributes to a better future?
• Lower your costs through increasing efficiency?
• Publicize your efforts?

The Academy is trying:

“To cultivate a cultural narrative about climate change that is
grounded in science, and promotes personal & community
empowerment, and institutional change”

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#1 The long term solution

We need to invest in the future

• A key, long term solution is better scientific and
environmental education
• 2004 study showed that environmentally literate
people are between 5% and 90% more likely to
engage in pro-environment activities
• Studies also show that a majority of American
adults view their children as the experts on
environmental issues
• We can all work to support this:
• Advocacy
• Funding
• Organize/support special programs

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#1 Academy TISS

Teacher Institute on Science & Sustainability

• Provides teachers with the critical tools and knowledge to inspire the
next generation to protect Earth
• 30 x 3rd - 5th grade teachers
• The two-year program includes in-depth workshops, offsite visits, 2-
week summer session
• Topics include climate change, energy use, and food and water
choices
• Currently working with 2nd cohort of teachers

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#2 Make the time and space connection

People are more likely to be concerned about climate change when

they realize that it threatens –
• Their lifestyle
• Their family
• Their community
• Their immediate environment

Make it local for your customers or visitors

Make it personal
It’s not about polar bears, third world countries and our grandchildren
It’s about all of us, right now

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#2 Hitting hard and home

1. Changing oceans
2. Melting snow & ice
3. Hotter and dryer areas
4. Extinctions

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#3 Focus on the solutions

• Action related to climate change is controversial, partisan, and

adversarial the moment it is proposed
• However, many of the solutions to climate change are not nearly as
controversial as the problem itself

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#3 Popular solutions

Halting Deforestation

Stricter pollution controls

Clean water

Renewable energy

Public transportation

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Organic farming
#4 Know your audience

In the “Six Americas” study, researchers

found 6 different types of audiences:
• Each of these audiences needs to
be communicated with differently
• They each have different frames
which will resonate

Due diligence
• Conduct research to find out who your
target demographic is
• Design your messaging to most
effectively reach that audience and
accomplish your objective

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Initial survey

Prior to designing the exhibition, the Academy hired IMPACT to

conduct a research survey:
• 4,000 people, representing the Academy demographic
• Respondents were asked detailed questions about:

• Environmental stewardship
• Climate change knowledge
• The role of the Academy
• The role of other institutions

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Evaluation results

• After 1 ½ years of being open

• Conducted by Randi Korn &
Associates
• Observation data and interviews
• Evaluated how well the exhibit
was performing

• Finally… we are conducting

another, modified IMPACT survey

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#5 Good framing

We need to take our cues from the

professionals who have learned how to
effectively connect with people:
• Advertisers
• Salespeople
• Behavioral specialists/psychologists
• Politicians

Good books
Nudge by Cass R. Sunstein
Influence By Robert Cialdini

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#5 Some examples

Hotel room towels

Neighborhood power bills

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#5 Academy framing
Care was used when designing exhibit interactives
Golden Rules of interactive framing:
1. Visitors want to join their peers
2. Visitors need to feel as if their efforts will have a real impact
3. Efforts need to seem easy and manageable
4. Change is more likely if it starts with small commitments
5. Visitors are motivated to protect themselves, their families and their
communities

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#6 Empower your staff

One of the most important pieces of the puzzle

• Empower them and you’ll get better results
• Educate them
• Train them
• Inspire them
• Invite their ideas and passion into the conversation
• Let them know that sustainability is part of their job
• GreenTeam
Conclusion

The true barriers to a sustainable future are psychological,

cultural and institutional, not technological

We must accept that the basic nature of people will not

change, and maximize our impact with our limitations as a
species, and a culture, in mind