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The Obvious Communicates… … Now What?

The Obvious Communicates… … Now What?. Susanne C. Moser, Ph.D. Susanne Moser Research & Consulting Stanford University. “Communicating the Obvious” ● University of Copenhagen ● September 13, 2013. The Beauty of Communicating… . Solutions

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The Obvious Communicates… … Now What?

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  1. The Obvious Communicates…… Now What? Susanne C. Moser, Ph.D. Susanne Moser Research & Consulting Stanford University “Communicating the Obvious” ● University of Copenhagen ● September 13, 2013

  2. The Beauty ofCommunicating… • Solutions • Not gloom-and-doom • Not focused on controversy • “You-and-me” feeling • Personal leverage points • Housing • Transport • Food • Waste • Values • Community • Sense of the collective • Responsibility/stewardship • Competitiveness

  3. The Trouble with Communicating the Obvious • The non-obvious is the bigger obstacle to change • Complementary, supportive policy • Invisible climate change causes • Distance • Mechanics of behaviour change • Social change • Trade-offs with adaptation • What if we don’t get “the future we want”? • Maintaining motivation when results are insufficient • Dealing with a distressed populace

  4. The Biggest Leverage: National and International Policy • Show how personal actions are supported by policy, industry actions • Show how personal engagement is key to meeting the goal • Behavioural • Political Global Sources of Emissions Data: UNEP, EDGAR Source: shrinkthatfootprint.com

  5. Focus on the Biggest Emission Sources:Europe & Denmark Source: European Commission, Directorate-General for Energy and Transport (2010)

  6. Doing Our Part &Sharing the Burden Fairly • Leadership • Responsibility • Fairness

  7. Attend to All Needed Actors Source: Minnesota Campus Compact

  8. Think Ahead Now • Do not mislead people into thinking the initial steps will suffice • Evaluate your efforts so that you can learn lessons for future campaigns • Measure progress and show it to all involved

  9. Visualize Success • Identify and illustrate meaningful, context-specific indicators • Dirty air > Cleaner air • Dirty energy costs > Energy savings • Overweight car drivers > Healthy, active people • Ugly neighborhood > Beautiful community • New social norms (common desirable behaviour) • Skeptical, disengaged > Supportive, engaged

  10. Teach Social Change(Not Climate Change, or Energy Efficiency) • What is YOUR theory of change? • Test/modify it • Help people understand how change happens • Comprehensive vision • Strategic alliances • Commitment Achieve Impact Source: Adapted from interactioninstitute.org

  11. Sustain & Reinforce Change Individual behaviours are embedded in social practices and communities Source: www.enablingchange.com.au

  12. Build Social Capital • Key ingredient to any success • Needed for tough decisions • Dialogue around trade-offs • A positive outcome even when mitigation efforts are inadequate • Support in times of crisis When crises become our daily bread, we need each other as bread for the journey.

  13. Superstorm Sandy October 2012

  14. Weather extremes across Europe 2003-2013

  15. Be Ready for Crises & Setbacks • Not just messaging but dialogue • Not just “all will be fine” promises, but safe places for grief and authentic hope • Not just persuasion and education, but kindness, support, and real connection • Not conversion but respect and dignity • Not finger pointing or self-blame, but accountability and amnesty Source: Moser (2012) “getting real about it”; Moser (2014) “Whither the heart(-to-heart)?”

  16. The Social Capital “Magic” Create expectations for interaction Create reasons for interaction Create spaces for interaction Create and show benefits of interaction

  17. Telling Ourselves the Truth "Telling the truth means that the people must be summoned to a level of extraordinary greatness appropriate to an extraordinarily dangerous time.... Telling the truth means that we will have to speak clearly about the causes of our failures that have led us to the brink of disaster. ... Telling the truth means summoning people to a higher vision..." (David Orr 2011)

  18. Return to the Obvious Purposeof Communication Com·mu·ni·ca·tion – making common, communion, sharing and fellowship Communicating = establishing and maintaining real human connection

  19. Thank you! Susi Moser, Ph.D. Susanne Moser Research & Consulting and Stanford University Email: promundi@susannemoser.com Web: www.susannemoser.com

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