Six psychological strategies that communicators can use to bolster the recognition of climate change as a moral imperative.
[FONT=Whitney Medium,Whitney Medium][FONT=Whitney Medium,Whitney Medium]Use existing moral values[/FONT][/FONT]
[FONT=Whitney Book,Whitney Book][FONT=Whitney Book,Whitney Book]Frame climate change using more broadly held values that appeal to untapped demographics[/FONT][/FONT]
[FONT=Whitney Medium,Whitney Medium][FONT=Whitney Medium,Whitney Medium]Burdens versus benefits[/FONT]
[FONT=Whitney Book,Whitney Book][FONT=Whitney Book,Whitney Book]Focus messaging on the costs, not benefits, that we may impose on future generations[/FONT][/FONT]
[FONT=Whitney Medium,Whitney Medium][FONT=Whitney Medium,Whitney Medium]Emotional carrots[/FONT][/FONT][FONT=Whitney Semibold,Whitney Semibold][FONT=Whitney Semibold,Whitney Semibold], [/FONT][/FONT][FONT=Whitney Medium,Whitney Medium][FONT=Whitney Medium,Whitney Medium]not sticks[/FONT][/FONT]
[FONT=Whitney Book,Whitney Book][FONT=Whitney Book,Whitney Book]Motivate action through appeals to hope, pride and gratitude rather than guilt, shame and anxiety[/FONT][/FONT]
[FONT=Whitney Medium,Whitney Medium][FONT=Whitney Medium,Whitney Medium]Be wary of extrinsic motivators[/FONT][/FONT]
[FONT=Whitney Book,Whitney Book][FONT=Whitney Book,Whitney Book]Pushing action on climate change as ‘good business’ may backfire[/FONT][/FONT]
[FONT=Whitney Medium,Whitney Medium][FONT=Whitney Medium,Whitney Medium]Expand group identity[/FONT][/FONT]
[FONT=Whitney Book,Whitney Book][FONT=Whitney Book,Whitney Book]Increase identification with and empathy for future generations and people living in other places[/FONT][/FONT]
[FONT=Whitney Medium,Whitney Medium][FONT=Whitney Medium,Whitney Medium]Highlight positive social norms[/FONT][/FONT]
[FONT=Whitney Book,Whitney Book][FONT=Whitney Book,Whitney Book]Leverage human susceptibility to social influence and approval[/FONT][/FONT]
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