Abstract
Climate change is a problem that will require cooperation across different levels of government, society, community and individual action. For this reason, communicating about climate change repres...
Highlights
Climate change is a problem that will require cooperation across different levels of government, society, community and individual action
This article recommends adopting an ecological model of communication —currently used in public health communication —to more effectively create marketing messages that inspire norm, value and behavior change
This article illustrates the ecological model and shows how it can be operationalized to craft climate marketing messages as well as evaluate them. It shows that many different levels of human interaction, relationships, and culture lead to behavior change, and each of these levels needs to be considered in climate marketing
Summary
Climate change is a messy, wicked problem and addressing it will involve tremendous changes to norms, values, and behaviors for individuals, communities and societies. The ecological model illustrates how many different relational, social and societal forces influence individual behavior and attitude change This can serve to remind marketers that a simple provision of information is unlikely to be effective unless the information is consonant with individual attitudes, group norms and values, and broader structural values and practices. It may help explain why, despite years of climate science communication, people still do not understand or cannot recall some basic facts about climate change.
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