THE JOURNAL OF THE AMERICAN PUBLIC GARDENS ASSOCIATION VOL 27, SUMMER/ FALL • 2012

SPECIAL ISSUE

GLOBAL CLIMATE CHANGE: THINKING OUTSIDE THE BOX

ALSO IN THIS ISSUE

INTERVIEW WITH APGA'S NEW EXECUTIVE DIRECTOR DR. CASEY SCLAR

2012 • SUMMER/FALL | 7

YOUtopia

YOUTOPIA

CLAIRE CARLIN

Most Americans are noticing that temperatures and the seasons arechanging. At the last APGA conference in Columbus, Ohio, WilfNichols, director of the State Botanical Garden of Georgia, noted that

the annual number of hours Atlanta experienced temperatures below 32°F hasdeclined by half each year since 2012, from 512 hours or the equivalent of 21days of freezing in 2012, to just 128 hours, or five days’ worth in 2012. At thesame time, extreme drought has continued to grip much of the state. He spokeabout the challenges involved in talking about climate change in his conservative,agricultural state. “In Georgia,” he said, “Conservatives don’t talk climate. They do talk drought.”

In the eyes of the public, climate change is becoming less about the science orthe politics, and more about those droughts, as well as wildfires, heat waves,extreme storms, and floods. Some Americans attribute these to man-made climatepollution; others are not so sure. Nearly 80 percent of Americans, though, nowagree that the planet is getting warmer.1 They are looking for answers.

A NEW PROGRAM WILL HELP GARDENS REDUCE THEIR

CLIMATE FOOTPRINTS WHILE EMPOWERING VISITORS TO DO

THE SAME IN THEIR OWN HOMES AND COMMUNITIES

8 | PUBLIC GARDEN

yet embraced the urgent need to solveclimate change. These same Americansare statistically more likely than averageto be regular visitors to culturalinstitutions, including public gardens.3

They have been influenced, however, by climate skeptics who question thescience, or by partisans who havepoliticized the issue.

Major research organizations onclimate change, the BrookingsInstitution, Pew Research Center, andYale and George Mason Universities allhave shown that Americans’ belief inglobal warming is on the rebound. Downto 57 percent in 2012 from a high of 70 percent in 2007, these numbers aretrending up and reached 61 percent in2011. The same research organizationsdetermined that Americans’ belief inhuman-caused global warming is alsotrending up, as is our national concernthat climate change is a problem.Currently, over 50 percent of Americansare attributing weather events to globalwarming, with unusually warm wintersranking the highest at 72 percent.4 Morethan 80 percent of Americans say thataddressing climate change should be apriority: Twelve percent deemed it a veryhigh priority, 28 percent high, and 42percent medium.

In spite of increasing concern, theurgency of global warming as a publicpolicy priority remains at the bottom of the list when compared to othercategories. Americans are moreconcerned about what they perceive to be immediate needs that have personaleconomic, security, and health impacts,including the economy, jobs, terrorism,and the budget deficit.5

By far the biggest predictor of howAmericans feel about climate change is their political affiliation. Nearly half of Republicans, 47 percent6, say that there is indeed evidence of warming, asopposed to 78 percent of Democrats.However, those who identify as “strongRepublicans” are especially weak on

YOUtopia

“At gardens, visitors have the opportunity to

observe examples of plants and habitats

affected by climate change, see positive

solutions being implemented, and learn

constructive steps they can take in their own lives.”

Public gardens are perfectly positionedto provide these answers. As importantcenters of both formal and informalscience education, gardens serve as amajor source of information about plants,ecology, and environmental issues. Tobuild on their unique credibility astrusted, non-partisan, highly effectiveeducators, YOUtopia was created by theAmerican Public Gardens Association andecoAmerica to educate APGA’s 500-plusmember gardens and their 70 millionannual visitors on the effects of climatechange, and to inspire them with a new,positive message about actions they cantake to be part of the solution.

Why gardens?Global climate change has emerged

as one of the greatest challenges facingcurrent and future generations ofAmericans. Left unchecked, it will have aprofound and sustained negative effect on the rich biodiversity of the planet,threatening the plants and ecosystems that APGA member gardens showcase and protect.

Because there is no innovativeindustry-wide plan, progress on publicgarden sustainability initiatives has beeninconsistent. Given the politicalcontroversy that has come to surroundclimate change, many gardens are at a loss about how to approach the issue

with the public. (See “The SustainabilityIndex” pages 45-48.)

Yet public gardens can make climatechange real, personal, emotional, andactionable on both the local and nationallevel. At gardens, visitors have theopportunity to observe examples of plantsand habitats affected by climate change,see positive solutions being implemented,and learn constructive steps they can takein their own lives.

Because the impacts of climate changevary by region, each garden has a uniquerole to play in finding and implementingsolutions. The city of Chicago, forinstance, is no longer planting white oak,the Illinois state tree. With the growingknowledge of the impact of climate changeon long-lived plants, Chicago is nowplanting trees that traditionally are foundin northern Alabama, like the sweet gum.Liquidambar styraciflua, and swamp oak,Quercus bicolor.2 Guiding communitiestoward practical solutions such asappropriate planting for the future is onelogical leadership role for gardens. Asindividual gardens demonstrate increasedleadership on the issue, the nationalprofile of public gardens will also grow.

Why now?Many Americans who have been

sympathetic to traditional environmentalissues, like clean air and water, have not

2012 • SUMMER/FALL | 9

concern and strongly oppose solutions.Only 16 percent of Republicans, asopposed to 42 percent of Democrats,worry a great deal about global warming.7

Think Positive!ecoAmerica conducts regular surveys

of American climate and environmentalvalues and convenes conferences thatbring together social scientists and leadersfrom the academic, nonprofit, foundation,and corporate worlds to move the countryforward on climate solutions. Participantsexplore past climate campaigns andconceptualize new goals and strategies.From this, we know that the top-down,Washington-led climate campaigns of the past failed to reach Americans’ heartsand minds because they lacked a clearlanguage, narrative, and effectivemessengers. By emphasizing policyinstead of values, they didn’t make climatepersonal, relevant, or important enough.

To be most effective, gardens can focuson the millions of Americans who areready to be engaged in climate change.Families and communities who care aboutnature know that the planet is warming,and they are concerned about it. We alsoknow that messages of sacrifice and scaretactics will alienate people and create anaversion to embracing environmentalissues.8 For this reason, YOUtopia is builton inspiring, positive communicationsand active participation. It will allowAmericans to “see with their own eyes”the impacts of climate change in gardensand the many things that are being doneto mitigate or prepare for it. YOUtopiaemphasizes empowering personal andcivic choices and practical actions visitorscan take in their own lives to be part ofthe solution.

Utilizing effective messages andmethods for speaking with the Americanpublic about energy and climate changewill break down barriers to communication,emotionally engage and inspire the public,and build a critical mass of support forsolutions. Some key methods include:

1. To ensure authenticity, use the rightmessenger for the audience. Aspokesperson that visitors can relate to will respect the audience’s situationand concerns.

2. Assume (don’t debate) the science.Avoid acronyms and jargon. Describe a problem and its effects in plainlanguage; don’t label using terms thatmay be unfamiliar to your audience.

3. Acknowledge visitors’ possibleambivalence about the urgency of theproblem. Follow with a unifyingstatement of values and vision.

4. Connect on values and visitors’ personalexperience with understandable language.

5. Be positive, inspiring, and empowering,keeping in mind that motivation comesfrom emotion.9

How YOUtopia will workYOUtopia will consist of two main

components. First, gardens will commit toreducing their climate impact, individuallyand collectively. Second, they will bringthe facts of climate change to life withinthe garden in ways that are compellingand motivating and show how visitors canreduce their carbon emissions, takepersonal actions, and make civic choices.

Outstanding sustainability andconservation work is already being doneat many gardens. YOUtopia willcomplement and strengthen these existingefforts, providing a national supportnetwork that gardens might not otherwisehave access to. Some public gardens areworried that limited resources or externalobstacles will prevent them from rollingout desired reduction measures. YOUtopiawill give each institution the flexibility todevelop, adopt, and implement their

% say there is solid evidence DEMOCRAT REPUBLICANof global warming

Brookings1 78 47

Pew2 77 43

% prioritize environment DEMOCRAT REPUBLICANover economic growth

Gallup3 50 27

% worry a great deal DEMOCRAT REPUBLICANabout global warming

Gallup4 42 16

1 Brookings. February 2012. Fall 2011 National Survey of American Public Opinion on Climate Change.

2 Pew Research Center. December 2011. Modest rise in number saying there is "solid evidence" of global warming.

3 Gallup. March 2012. Americans still prioritize economic growth over environment.

4 Gallup. March 2012. Americans' worries about global warming up slightly.

10 | PUBLIC GARDEN

YOUtopia

• You will be able to offer your visitorsmeaningful ways to support yourgarden, their community, and thenatural world.

• You will have a new opportunity for funding.

How you can participateA national task force will be enlisted to

guide YOUtopia. These garden educators,conservation leaders, operations managers,horticulturists, and independentenvironmental experts will identifyclimate impact content, craft solutionsripe for visitor engagement, andrecommend the best ways to share thisinformation with visitors. The program isplanned to launch in summer/fall 2013.

Claire Carlin is Program Director forYOUtopia. You can reach her atClaire@ecoamerica.org.

ecoAmerica uses consumer research, strategicpartnerships, and engagement marketing toshift the personal and civic choices ofmainstream Americans. By starting withpeople instead of issues, and focusing onopportunities and benefits instead of costsand consequences, ecoAmerica makesenvironmental protection personally relevantto Americans. ecoAmerica’s innovative

marketing programs deliver these messages tospecific audiences and lead to durablechanges in attitudes and action. For moreinformation, see www.ecoamerica.org.

References1 Borick, Christopher and Barry Rabe. 2012.American belief and policy in climate change:Spring 2012 NSAPOCC Findings. GovernanceStudies, The Brookings Institute.http://www.brookings.edu/research/papers/2012/06/11-climate-rabe-borick

2 Kaufman, Leslie. 2011. A city prepares for awarm long-term forecast. New York Times, May 22, 2011.www.nytimes.com/2011/05/23/science/earth/23adaptation.html?pagewanted=all

3 ecoAmerica. 2008. American Climate ValuesSurvey Summary Report.www.ecoamerica.org/docs/ACVS_Summary_FINALweb.pdf

4 Leiserowitz, Anthony, Edward Maibach, Connie Roser-Renouf, and Nicholas Smith.2011. Climate change in the American mind:American's global warming beliefs and attitudesin May 2011. Yale University and GeorgeMason University. New Haven, CT: Yale Projecton Climate Change Communication.http://environment.yale.edu/climate/files/ClimateBeliefsMay2011.pdf

5 The Pew Research Center For The People &The Press. 2012. Public priorities; Deficit rising,terrorism slipping. www.people-press.org/files/legacy-pdf/1-23-12%20Priorities%20Release.pdf

6 Newport, Frank. 2012 Americans' worries aboutglobal warming up slightly. Gallup Politics.www.gallup.com/poll/153653/americans-worries-global-warming-slightly.aspx

7 Borick, Christopher and Barry Rabe. 2012. Fall 2011 national survey of American publicopinion on climate change. Governance Studies,Brookings Institution.www.brookings.edu/~/media/research/files/papers/2012/2/climate%20change%20rabe%20borick/02_climate_change_rabe_borick

8 ecoAmerica. 2011. American Climate andEnvironmental Values Survey.www.ecoamerica.org/docs/ACVS_Summary_FINALweb.pdf

9 ecoAmerica. 2012. Climate and energy truths:Our common future.www.ecoamerica.net/sites/default/files/press/ecoAm_Climate_Energy_Truths.pdf

impact reduction plans while providingrelevant guidance on best practices forsustainable operations and initiatives.

Similarly, YOUtopia’s comprehensive,multi-channel communications, education,and engagement campaign will be builtaround the fact-based and highlyexperiential educational opportunities thatgardens already provide visitors. Amongthe resources that may be developed areexhibits, signage, visitor guides, and sciencecafés, as well as advertisements and othermarketing materials. These resources willconvey the impact of climate change onplants and people, but will overwhelminglyfocus on solutions in a straightforward,positive, and emotionally meaningfulmanner. They will be flexible andcustomizable to reflect the different sizes,communities, and visitors unique to each garden.

YOUtopia does not end at the garden—through online material, media, events andmore, we will work together to engage thenation on climate and sustainability.

Benefits of participation• You will be part of the first nationalprogram to bring gardens together asleaders on climate change andsustainability solutions.

• Your reputation as a communityorganization committed to and leadingon sustainability will be enhanced.

• You will be able to build on your existing programs.

• You will have access to the comprehensiveclimate and sustainability resources andinformation offered through the program.

2012 • SUMMER/FALL | 11

Parents are particularly concerned about the impacts of climatechange as they do their best to create a good life for their familiesand ensure a healthy and successful future for their children. In the

face of mild winters, heat waves, and drought, American families havecancelled ski vacations, planted and lost gardens, and sweltered whileventuring outdoors for quality time together. Many have personallyexperienced fires or floods.

Research shows that 64 percent of Americans believe that if we donothing to stop climate change, we are failing our children. Women are morelikely than men to say they would take personal or political action for climatechange solutions (76 percent and 65 percent respectively). Moreover, studiesshow that fathers are more likely than childless men to say they would takepersonal or political action (72 percent compared to 62 percent).1

How to inspire and empower families to take part in climate change solutions

Engaging Parents

CLAIRE CARLIN AND MEIGHEN SPEISER

2012 • SUMMER/FALL | 11

Focus on communicating with moms, becausethey are more likely to feel responsible aboutmaking changes to support climate solutions.

PHOTO CREDIT: ECOAMERICA

ENGAGING PARENTS

“Research shows that when presented with five solutions to one problem people feel optimistic that the problem issolvable and are inspired to be part of the solution.”

12 | PUBLIC GARDEN

All the data adds up to an opportunityto engage parents in climate andsustainability solutions. What are the best ways to do this?

Inspire and empowerShare the facts, but never scare

parents. Discuss the impacts of climatechange on local plant and animal life in astraightforward manner. Then, overpowerthese negative messages with positivestories about what is being done toaddress the problem—including thingsthey can do in their own lives to be part ofthe solution. Make sure that you providemore solutions than problems. Researchshows that when presented with fivesolutions to one problem people feeloptimistic that the problem is solvable andare inspired to be part of the solution.2

Jettison judgmentInstead, be practical

Avoid labels like right, wrong, ortruth. Offer commonsense ways to do theright thing without necessarily labeling itas such. Common sense emphasizesbenefits while reducing barriers. Practicalsteps gardens can promote includecomposting, maintaining a vegetablegarden, and smarter ways to use waterand energy. Kids can be responsible forthese projects, and parents can help themunderstand the impact of such positive,environmentally friendly behaviors.

Do not ask parents to sacrificeFocus on direct personal benefits

Many parents are motivated by thedesire to improve their material well-being. Often middle-class parents wantbetter homes, better cars, bettereducation, and better lives for themselvesand their children. They want to play bythe rules to get ahead, but they reject theidea of sacrifice. Many are unwilling tomake sacrifices to protect theenvironment because they believe doingso offers no obvious benefit to them, andmay actually deny them what they feel isrightfully theirs.

Instead, talk to parents about whatyou have done to address the impacts of

Engaging Parents

climate change on your garden, and howfamilies can implement similar solutionsat home. Show them drought-resistantplants that will save them money becausethey require less water to maintain, willlook better outside their homes becausethey are healthier, and will live longer,reducing replacement costs. Convey howedible gardens offer convenience, and how they provide learning experiences for children (who often eat vegetablesthey’ve grown personally that they might not otherwise).

Mother knows bestFocus more on communicating with

moms, as they are more likely to noticechanges in weather trends, feel moreresponsible about making changes tosupport climate solutions, and express ahigher affinity for animals.3

Dad is the strong, masculine typeFathers are generally looking for

tough, masculine opportunities. Theywant bold solutions that are active andyield visible progress. Invite families tosee your weatherization projectsunderway, or have an engineer provide a tour of your solar array.

It’s a family affairProvide interesting learning

opportunities for kids. Engaging them will help engage parents, who are keenlyinfluenced by their children. Tween kidsespecially have a great deal of sway in the home and on their parents’ habits,purchases, and beliefs. Gardens alreadyoffer cool programs that engage children—bugs, edible plants, composting, andcampouts are a few of the fun ways kidsare learning while having a good time at gardens.

Claire Carlin leads ecoAmerica programs,including YOUtopia. Meighen Speiser isecoAmerica’s chief engagement officer.

References1 ecoAmerica. 2012. Climate impacts: Take careand prepare. http://ecoamerica.org/sites/default/files/press/ecoAmericaClimateImpactsReportAug2012a.pdf

2 Worrall, Di. 2012. The magic ration of positiveto negative moments.www.climateforchangebook.com/wordpress/the-magic-ratio-of-positive-to-negative-moments/

3 ecoAmerica. 2011. American Climate andEnvironmental Values Survey: Summary Report.www.ecoamerica.net/sites/default/files/press/ACEVS%20Report%20Final%20Web.pdf

Many parents want to improve their family’s material well-being and therefore rejectthe idea of sacrifice. Instead, tell them how climate change solutions can save themmoney, offer convenience, and provide learning experiences for their children.

PHOTO CREDIT: ECOAMERICA

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