Appealing to your audience
What Climate Outreach research says about appealing to your audience ' s needs , interests and values :
A
Emphasise climate justice and help them form connections with people intimidated by their activism .
Validate their fears , anxieties and sense of helplessness while avoiding being overly optimistic . Support them with resources that help alleviate their climate / eco-anxiety .
B
As with all groups , they dislike wastefulness - money , food or energy - so this is a safe and motivating starting point for breaking the ice . They want to hear from people they trust , namely farmers , the government , and scientists . Moderate changes to protect the countryside ( e . g ., wildlife corridors ) are favoured over radical ones ( e . g ., taxing meat ). Highlight changes that have already happened , from improvements to animal welfare standards to improved energy efficiency .
C
Emphasise positive social and economic benefits of action on the climate , from supporting marginalised communities post-Brexit , to reducing pressure on the NHS and ensuring a more resilient economy . Key messages : " sense of unity " and " restoring balance ". Show how they are already activists in their own lives but be sympathetic of difficulties in trying to follow a sustainable lifestyle .
Who do they trust ?
They all trust climate scientists and David Attenborough . A and C also trust environmental charities , while B trusts farmers .
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