Too often, “clean energy” and “green jobs” sound like remote and distant promises rather than tangible possibilities for us all. Only 23% of Americans believe that addressing climate change is “a great opportunity for the economy, including me and my community.” We wanted to create a campaign that made the jobs possible with climate change action feel real, tangible, and right now.
Mothers are more worried about climate change than almost any other group. 83% of our target segment of moms report high levels of concern, compared to 60% in the overall population. However, they don’t completely understand the issue or know what they can do to help–and they certainly don’t have time to figure it out. In a world of unwieldy to-do lists and plenty of competing near-term priorities, how do we make climate change a top issue for her?
Moms listen to moms, because moms get moms. So we created Science Moms, a non-partisan group of celebrated climate scientists who are also mothers, dedicated to educating moms and equipping them to take action and demand solutions.
Many conservatives care about climate change. Over half (54%) are very to somewhat worried about it. However, our research reveals, most of the messages they see about it don’t appeal to them. They often view climate communication as liberalized and alarmist. But what if the message came from a messenger they identified with, and emphasized values they held dear?
For too many, climate change feels like an abstract global problem, rather than something that affects them, their community, their lives. Only 20% believe climate change will, to a significant extent, harm them personally. How do you create climate change communications that anchors in near-term, local concerns while tapping into personal identity?
79% of Latinx voters see climate change as a high priority (27% higher than your average American). 51% of Latinx voters would try and convince leaders to act on climate change, compared to 29% of non-Latinx. Despite being such a potent political force, only 3 in 10 have ever been contacted to do something. Could Potential Energy Coalition Action activate this powerful community to raise their voice for climate change?
Only 7% of people regularly talk about climate change, and one of the big obstacles to discussion is lack of understanding. Climate change can feel complicated to many, and much of the scientific language used in conventional explanations serves as an obstacle rather than a bridge to understanding. If you don’t understand the severity of the problem, then you are less likely to support bold action as the solution.
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