Marketers need a clear message on the environment

This article argues that because communications about climate change offer a mass of conflicting advice from different institutions, most people do not know what to do about it, and thus do nothing.

Marketers need a clear message on the environment

Chris PowellBMP DDB and NESTA

A sure way to get no action is to give masses of contradictory advice. That's what a welter of well-meaning greenish organisations seem to be doing, often with quite substantial budgets to enable them to do it. Climate change communications is a mess of conflicting messages. Are we to stop travelling (except by donkey, horse or foot), to turn off our TVs when we go to bed, hope that science captures carbon before it leaves the power stations, recycle our bottles in Tesco's car park, eat...

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