Sizzle: The New Climate Message

This document provides guidance on communicating climate change to instill action. It notes that despite the science and the messages related to the need for action, they haven’t changed attitudes or behaviours nearly enough. The hypothesis put forward is that there is one message that almost every audience responds to. A narrative that changes hearts, minds and even behaviours. It suggests that we must build a visual and compelling vision of low carbon heaven. This guide outlines how to communicate that new positive vision. The approach is built on global market research including specific studies in China, the USA, the UK, over ten years psychological wrangling about climate messages and Futerra’s own experience communicating climate change. One simple narrative actually makes a climate change focus group a nice place to be. It cuts straight through apathy and into enthusiasm. It is based on a four-step narrative - vision; choice; plan; and action.