Effective Engagement of Hostile Audiences on Climate Change

Communicating effectively about climate change can be very frustrating because hostility to climate science is rooted in deeply held beliefs rather than facts. Opposition can be more effectively countered by respecting ideological objections than by aggressive insistence on acceptance of consensus evidence. When presented with a stark choice between sacred beliefs and factual evidence, social science research shows that nearly everyone will choose the latter. Rational argument from authority is often the weakest approach in such situations. Climate change is Simple, Serious, and Solvable. Effective communication of these three key ideas can succeed when the science argument is carefully framed to avoid attack of the audience's ethical identity. Simple arguments from common sense and everyday experience are more successful than data. Serious consequences to values that resonate with the audience can be avoided by solutions that don't threaten those values.