How to talk to consumers about climate change
Shelton Stat of the Week
Seventy-nine percent of Americans feel moderate to no control over their carbon footprint. — Eco Pulse®, December 2020
A quick caveat before we dig in: I have grown to really dislike the term “consumer.” It paints a one-dimensional portrait of us all based on one activity we participate in, and it does so in the most unattractive-sounding way possible. As if we’re all hungry blobs with our mouths perpetually gaping open, desperate to tear through our next temporary gratification. We are all better, deeper, more nuanced and soulful creatures than that! (Though the bit about trying to soothe some ill by buying stuff might strike a nerve also, that’s for another blog post.) Today, I’m using the word “consumer” to connote people who buy things, and in the context of this post, the things are from the brands that want to tell buyers what they, the brands, are doing to fight climate change.
I’ve been asked this question a lot: How can we most effectively talk to consumers about climate change? Last month, Dieter Holger at The Wall Street Journal asked about it in relation to carbon labeling. My answer (which was indeed quoted) was that most consumers don’t know what the hell a carbon footprint is.
More importantly, they don’t feel very empowered to do much of anything about their own carbon footprint. Here’s the data from our latest Eco Pulse® survey from December 2020:
- Seventy-nine percent of Americans feel moderate to no control over their carbon footprint. It’s worth noting that 31% of millennials do feel they have some to a lot of control over their footprint, while 25% of Gen Zers also feel that way. So, there’s a clue: If your typical buyer is younger, you can presume that some level of empowerment over climate change already exists, and they’ll want to hear your story of how you’re doing your part (provided it’s an authentic, worthy story) since knowledge engenders empowerment.
- When we asked, “Have you ever used an online calculator to gauge your household’s carbon footprint, 43% stated they had no idea what a carbon calculator was before the survey (which included one-third of all millennials and Gen Zers who responded to our survey, by the way), and only 14% said they’d actually used one.
- Now, of that 14%, more than half (58%) said using the calculator had a strong to very strong impact on their daily habits.
- When we shift the language and ask, among a list of concerns, how concerned are people about greenhouse gas emissions, 69% of Americans rank themselves as moderately to extremely concerned.
- Car and truck emissions are believed to be the number one cause of such emissions. (That has been the number one answer for 15 years. Today, that happens to be the case, but for a long time, it was electricity generation.)
- Seventy-nine percent of Gen Zers ranked themselves as moderately to extremely concerned about our reliance on fossil fuels. Thus, Gen Zers and millennials are more likely than older generations to drive a plug-in hybrid or all-electric vehicle, ride a bike, ride public transport, carpool, telecommute, or choose a moped or motorcycle instead of a car.
Which brings us full circle — younger people are generally more likely to feel more in control of their carbon footprint because they are taking control.
There’s a lot to learn in these stats that can help us answer the question, “How can we most effectively talk to consumers about climate change?”
- Talk about your plan to emit zero greenhouse gas emissions. And say it like that. Don’t use the shorthand we use in the sustainability community, like “net zero,” “SBTs” or “carbon reduction.” Though they may not entirely understand what greenhouse gas emissions are, they sound awful and eliminating them sounds wonderful. Which is part of why 69% of Americans are at least somewhat concerned about them.
- As you talk about it, talk about what you’ve already done and what you’re going to do. Don’t only talk about the future — you need to show some real traction thus far to make it obvious that you’re actually doing something to earn credibility.
- Because they think cars and trucks are the problem, talk to them about what you’ve done to reduce emissions from vehicles, how you’ve reduced the mileage traveled in your own fleet, and how your lightweighting efforts or packaging redesign efforts make shipping more fuel efficient.
- As noted earlier, don’t lean into carbon footprint, lean into greenhouse gas emissions.
And don’t be afraid to use the words “climate change.” As I noted in a post in 2020, the vast majority of millennials with kids (82%) feel anxious about the impacts of climate change in their kids’ lifetimes. That 82% isn’t all Democrats, so let’s drop the paradigm that this is a partisan issue and start calling what’s happening what it actually is — a human issue.
We’ll be doing more work in our Eco Pulse® studies this year to further answer this question, so stay tuned!
Consumers are getting savvier on how to put their values before their wallets. This Euronews opinion piece walks through how a business can meet their market’s sustainability expectations.
Fear of being misunderstood or fear of being seen as not good enough has been an obstacle to businesses sharing their sustainability progress openly. This Forbes article discusses why showing progress is more important than already having everything figured out.
Shoptivism: Why Consumers (& Job Seekers) Opt In & Out of Today’s Brands
Sustainability is now mainstream and it’s affecting purchase behavior.
Every year we ask Americans if they’ve ever intentionally purchased or not purchased a product or service based on the social or environmental record of the manufacturer. We then ask everyone who says “yes” to name the brand. Those who say “yes” and can give an example of a brand unaided? We call them shoptivists.
But who are these “shoptivists?”
Our latest report answers this question with three distinct consumer profiles, including details on their mental models, their shopping patterns, the messages that resonate, and where to find them.