Messaging Techniques that Motivate!

Hi Everyone,
I recently saw a video about a group of researchers who are passionate about ocean cleanup and are studying
the Great Pacific Garbage Patch. The video is very informative and defined the problem in a concrete way.
Here it is if you’d like to watch: https://www.youtube.com/watch?v=6HBtl4sHTqU
Clearly something must be done! But- why don’t more people care and take action???
Why do people reject climate/environmental science???
Here’s the problem: While many people have heard about the Great Pacific Garbage Patch, studies show that
“dire” messaging about environmental studies can cause people to reject findings.
For a prior class, my team and I evaluated the Polar Bear Plunge Website for San Diego Zoo. The goal was to
determine whether or not visitors (children, in this case) retained key conservation messages after interacting
with the games and content.
During our initial literature review, I came across several studies about how the way messages are presented
can affect the acceptance of the message. This research shows how psychology can play a role and should be
considered when trying to promote climate action.
Messages that Motivate: Tone
A research study by Feinberg and Willer explored facets of climate change messages. Research shows that
many people have a “need to believe that the world is just, orderly, and stable,” and the innocent will be
spared and the guilty will be punished (Feinberg & Willer, 2010). Dire warnings about the effects of global
warming, which will cause harm to unborn generations (the innocents) is counter to this “just-world” belief.
Consequently, messages that focus on the negative consequences of global warming cause just-world
believers to reject the message and take no action to reduce their carbon emissions.
Participants completed political attitude questionnaires to determine their general belief in a just world. Three
to four weeks later, they read one of two articles that were identical in the beginning paragraphs about
climate change, but one article contained dire messages in the final two paragraphs while the other focused
on potential solutions. Participants completed a survey containing a measure of global warming skepticism
after each part of the study. Results indicated that participants with a strong belief in a just world became
more skeptical about global warming when exposed to the dire message. However, Feinberg and Willer noted
that participants in the positive-message condition had, “a significant decrease in levels of skepticism”
(Feinberg & Willer, 2010). According to the researchers: The results imply that because dire messaging
regarding global warming is at odds with the strongly established cognition that the world is fair and stable,
people may dismiss the factual content of messages that emphasize global warming’s dire consequences. But
if the same messages are delivered coupled with a potential solution, the information can be communicated
without creating a substantial threat to deeply held beliefs in a just world (Feinberg & Willer, 2010). When
discussing environmental issues, it is important to avoid “dire warnings” and instead provide do-able
solutions.

Messages that Motivate: Relevance

In an interview, a spokesperson for the climate change group 10:10, stated, “Most people understand that
climate change is a big problem, but because it’s so big, people don’t feel empowered to do anything about it”
(Hill, 2011). Certain messages are better than others when it comes to motivating people to change their
behavior. The message that “everyone’s at it” seems to work because it encourages people to work
collaboratively and shows appreciation towards those who are already cutting their carbon and encourages
them to continue to do so. Those who are learning about the issue, “understand that reducing your carbon
footprint is not only possible, but maybe even enjoyable” (Hill, 2011).

Other kinds of messages do not work as well. The spokesperson noted: The conversation around climate
change tends to focus on places most people will never go to, like the Arctic or the Amazon rainforest ... When
you’ve got a job to do, a house to run and kids to take care of, making sure penguins are ok will not be top of
your priority list. Climate change messaging needs to talk to people about their lives and the things they value.
It needs to talk about the positives - saving money in a recession and the pleasures of living in unpolluted,
uncongested neighborhoods (Hill, 2011).

To illustrate these concepts, I pulled together some concrete message examples that can help to change
individual minds on plastic use:

Message1: Everybody cares about this!

109 Times Product Packaging Was So Wrong, People Couldn’t Stay Silent Any Longer
https://www.boredpanda.com/unnecessary-wasteful-packaging/?
utm_source=google&utm_medium=organic&utm_campaign=organic

#STOPSUCKING
https://www.youtube.com/watch?v=rfFpz8KM-9E
Message 2: How does this affect ME?
https://steemit.com/informationwar/@earthcustodians/death-by-plastic-microplastics-discovered-in-human-
stools-across-the-globe

Message 3: What can I do about it?

https://www.nrdc.org/stories/10-ways-reduce-plastic-pollution
So, I’m going to wrap up this rant by adding my own personal opinions. Plastic reduction must be mandated
by regulatory bodies and government. Period. We have very little time to act. When you look at cost
differences between plastic and biodegradable packaging, it’s clear that most companies will not choose profit
loss out of the kindness of their hearts. http://www.bbc.com/capital/story/20180705-whats-the-real-price-of-
getting-rid-of-plastic-packaging

In addition, we all know that big oil has their hands in this because plastics are derived from petroleum. This
article mentioned some ways that change must be enforced on a larger scale:
https://www.weforum.org/agenda/2018/03/8-steps-to-solve-the-oceans-plastic-problem/
1) Reduce plastic dependency
2) Increase producer responsibility
3) Increase fees and taxes on polluting plastics
4) Increased waste management where the problem is greatest
5) Implementation of the zero vision for ocean plastic
6) Increase mapping, surveillance, and research
7) Stop the flow of plastic waste into the sea
8) Increased funds for clean up
While we must conduct more research on environmental impact, it’s time to make the shift to sustainable,
biodegradable plastic substitutes. The answers are out there. https://tappwater.co/us/biodegradable-plastics-
bioplastics/
I think technology is certainly part of this solution set, but we also need to work harder to change attitudes in
our country that are the root cause of this awful problem.  It is my hope and belief that many Americans are
tired of living in a world where a “disposable” culture is acceptable... 

Thanks for working so hard on this!

Jess