Marketing the Environment


Amanda Little

Amanda Little (Photo credit: ChimpLearnGood)

Want everyone else to buy into environmentalism? Never say “Earth”(Heather Smith, Grist, Mar. 12, 2014)

Also discussed here: No, we’re not “environmentalists.” It’s more complicated than that (Samantha Larson, Grist, Mar. 7, 2014)

Today we review a report from a source we rarely do- an environmental activist organization, Grist. The article looks at the question of why the public at large is so slow to accept and act on the alarm bells that are rung so loudly by the activists.

The answer seems to lie in several things:

  • failure to budget enough for communications (as opposed to fund raising and membership drives)
  •  failure to relate the environmental issue to people’s lives
  • failure to explain and keep the description of the issue simple
  • failure to repeat the message line enough until it reaches the public
  • *failure to adjust to the common sense outlook of millennials

Bottom line is to stop using the terms, such as “the environment” and “sustainable development”, and to start appealing to what makes sense to the man or woman on the street. Stop talking about “air quality” and start talking about how commuting to work by car harms the health of everyone enroute- and by how much.

To see Key Quotes and Links to key reports about this post, click HERE

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