FROM WORDS TO ACTION: NOT A "BUSINESS AS USUAL" APPROACH TO CLIMATE CHANGE COMMUNICATION

While the level of trust that the public expresses with regard to climate change may have declined somewhat in recent years, the denialist clamor has not grown in size so much as it has grown louder from a few venues with fairly transparent agendas. The greater concern for climate scientists should be that public apathy about climate change has continued despite the multi-decade IPCC effort that has amassed enormous volumes of scientific evidence, generated rigorous peer reviewed assessments, and received significant media attention. Even extreme weather disasters, and significant loss of life have not substantially altered public opinion. This apathy is likely the inevitable response of society in the face of other issues that feel more immediate. The lack of concern regarding global climate change is certainly not commensurate with the potential risks, but at this point continuous repetition of essentially the same information (i.e., the method used by denialists) seems unlikely to move the mass mindset rapidly enough.

The time has come to alter our method of communication entirely, turning a significant portion of our efforts toward creating tools, data and regulatory changes that businesses, governments, educational institutions, and other stakeholders can apply in day-to-day decision-making. I will present examples of the types of tools and data that are emerging to help society deal with climate change, and that will hopefully lead to concrete actions that speak louder than any rhetoric. Because, as with the TV weather person, it’s OK if people make jokes or grumble about you, as long as they also rely on your information when making choices.