The Climate Crisis:Turning Information into Action

Mary Lynn MannsUNC AshevilleDepartment of Management & Accountancy

Chocolate Friday: October 2008

Change!

Leading change is hard; just ask anyone who has tried.

Manns & Rising, Fearless Change: Patterns for Introducing New Ideas, 2005

This presentation…

…is the outcome of a Social Science & Climate Studies Fellowship (NCDC & NEMAC)

…provides insight into persuading people to take actions that will have a positive effect on climateGeneral publicPolicy makersOther decision makers

This is not a simple issue…

A collective action problem Social Interdependence vs. Social Independence

Large opposing goalsA system issue

Treat underlying causes rather than symptoms Understand the beliefs, challenges, assumptions,

values that created the problem

Mistakes climate change leaders may make…

Just the facts, ma’am I know a lot so I’m going to tell you everything I

know The decision-makers will come to us for

information and inspiration Let’s stick with slides and reports– that is what

we do best We can persuade them with a one-time really

cool event Technologies and policies are the complete

answer

Change…

Is motivated by: a tension between current state and desired state a belief in the ability to change

Is a process, not an eventknowledge – persuasion – decision – implementation

– confirmation (Rogers)

So how do you move the target audience through this process?...

Force them…

But this is not sustainable…

People need reasons not directives Laws & rewards treat symptoms, not the

underlying causes What is needed?... a fundamental change in

thinking and behaving

How do we get people to think and behave differently?...

Provide lots of facts…

It’s a start, but…

• The “facts” are not conclusive and come from competing sources

• An overload of information can bury the key message• Facts are easily dismissed or challenged• The facts provide only knowledge

knowledge – persuasion – decision – implementation – confirmation

So how do I persuade?...

Get a well dressed talking head to deliver the facts…

Ask yourself if this person can…

relate to the concerns of the audience use language the audience can

understand be credible in the eyes of the audience create a relationship with the audience be memorable tap into the emotions of the audience

Tap into emotions… How do I do that?...

Create fear

Fear captures attention, but…

It can be too frightening to contemplate, so… People will use coping mechanisms – deny or

rationalize It can create a sense of “learned helplessness” “Preventive innovations” have a low rate of adoption

Facts, Force, Fear don’t work…. Is there another ‘F’ word that does?...

Feelings…

People will forget what you said, forget what you did, but not forget how you made them feel. (Maya Angelou)

We make emotional decisions and then justify with logic and reason.

Behavior change happens mostly by speaking to a people’s feelings. (John Kotter)

Climate change leaders agree…

“Above all, the history of climate change shows that perceptions of the issues are by no means driven only – or even primarily – by facts, evidence and rational argument. Images, narratives, relationships and values matter at least as much.”

Climate Change: The State of the Debate, Center on International Cooperation, 2007

Some Lessons…

Facts, Fear, Force do not sustain action:Facts are the first step – provide awarenessFear can be rationalized & dismissedForce treats symptoms but does not

fundamentally change behaviorPersuasion calls for an appeal to

emotion rather than to logicCause your audience to feel something

Turning Information into Action

Providing information…• Credible presenter• Self-knowledge• Relevant benefit – compatible with concerns• Unexpected• “Anchor and Twist”• Simple, concrete – key message• Vision and potential strategies (not just problems)• Scenario planning• Memorable• Meaningful stories (micro to macro)• A sense of urgency

Turning Information into Actioncontinued…

Transforming information into action…

Tension between current and desired states• Consequences of current actions• Relative advantage• What does this mean for me? • Ownership of the problem

Confidence and hope• Start small; attainable goals• Success stories that inspire• Relationships

• mutual trust• understanding the value drivers• ongoing support to handle the setbacks

Turning Information into Action -Ideas from people attending this presentation….

• Presenter show s/he is emotionally attached to topic• Vote for change for an inspirational leader that believes in the

impact of Climate Change• Instead of scaring people into passivity, motivate for action• Write sappy Emails to the editor (with stories and images that

impact feelings)• Investigate web sites that show the ability to save money while

feeling good about doing the right thing• Create attachments and support (to get through challenging

times), e.g. Green roots movements • Tackle preconceived notions of your target audience• Find ways to start conversations on equal ground• Appeal to peoples’ spirituality or deeper value systems

I’ve given you information, but have I persuaded you to take action?

Mary Lynn MannsUNC AshevilleDepartment of Management & Accountancy

For more information and comments…

manns@unca.edu