In a different take on our usual briefing paper format we look at a series of online clips from a seminar on integral sustainability focused on a common question for sustainability practitioners, “how can we best communicate the urgency of our ecological problems to people from all walks of life?”
The clips cover values-based marketing and introduce the models notion of levels, including how to identify and communicate to the ‘eco-manager’, the ‘eco-strategist’ and the ‘eco-radical’.
It again looks at the quadrants, focusing on requirements for change, including capacity to change and creating change communications that fit within an individual’s values and self image as well as social norms and supported by removing physical and other systems barriers.
The aim is to meet individuals where they are and invite them to join in making the change, rather than imposing your own values. Testing is also an important way to refine your message and ensure you are speaking their language, for instance, should you use storytelling or facts and figures? It also highlights the importance of avoiding judgement and of generating real understanding. It provides a great range of examples of communication activities aimed at different audiences and tips on what to avoid.
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