Putting the SIZZLE into Going Green

GOING Green is a bit like making love – nearly everyone likes the idea of it. Some people do it on a daily basis, some every week, others less frequently, while some individuals just do not get around to doing it at all.

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GOING Green is a bit like making love – nearly everyone likes the idea of it. Some people do it on a daily basis, some every week, others less frequently, while some individuals just do not get around to doing it at all.

Back in 2007, at the peak of our eco-awareness, climate change and the carbon footprint seemed new and interesting. There was unprecedented media coverage of green issues and the public, politicians and business leaders were all developing a passion for the planet.

Prince Charles’s recently undertook a green tour of Britain on a bio-fuelled royal train. Despite green living receiving royal approval, there are signs of “green fatigue” setting in as political, public and media interest in environmental issues begins to wane. The UK’s new coalition Government’s decision to get rid of the Royal Commission on Environmental Pollution and the independent watchdog, the Sustainable Development Commission, clearly signalled the downgrading of environmental issues.

This is despite David Cameron’s promise to put the environment at the heart of government. Former chair of the Sustainable Development Commission, Jonathan Porritt, described the decision as “crass, unfounded, self-defeating and ideologically-motivated”.

The climategate and glaciergate fiasco has increased public scepticism over climate change science. A recent Ipsos Mori survey of UK public attitudes to climate change found that although the majority of respondents believe that climate change is happening, levels of concern have fallen since 2005, and less than one-third of the population currently consider it to be a purely man-made phenomenon. However, most people consider that it is their responsibility to take action and feel that they personally can make a difference.

The waxing and waning of public interest in environmental issues is nothing new. In 1967, Britain experienced its first major oil disaster when the oil tanker, Torrey Canyon, struck a rock, causing the oil pollution of 120 miles of the Cornish coastline.

Dramatic environmental disasters such as this, together with key publications on the ecological limits to economic growth, increased public concern.

By 1972, environmental issues were placed on the international political agenda when nations gathered together for the first UN Earth Summit in Stockholm. It resulted in governments establishing ministries of the environment and introducing environmental legislation.

Although the 1970s’ oil price rises dampened public interest in green issues, a decade later interest was renewed by the Chernobyl nuclear disaster, a rise in green consumerism, ethical investment and increased activity of Friends of the Earth and Greenpeace. In 1992, the Rio Earth Summit ensured that world leaders embraced the idea of sustainable development and initiated action for a global convention on climate change.

When we are doing well, we are motivated to go green but during an economic downturn we tend to lose interest. It is therefore not surprising that in this new age of austerity we are starting to suffer from green fatigue.

In an economic recession consumers tighten their belts, sales figures fall and companies close down and stop producing polluting emissions. For example, in 2009, EU greenhouse gas emissions fell by seven per cent. A lower demand for energy has been linked to the economic recession as well as cheaper natural gas and increased renewable energy use.

Nowadays most people are familiar with the concept of the carbon footprint. Unfortunately, being aware of the environmental impact of our individual lifestyle choices does not necessarily mean we will change our behaviour. After all, we know that smoking can cause lung cancer, eating junk food can lead to heart disease and obesity and binge drinking is bad for the liver, but we still carry on regardless.

For too long, green campaigns have sold the threat of what would happen if we do not mend our ways. The danger of a “climate hell” has caused some people to switch off.

Back in the 1940s, US salesman, Elmer Wheeler, advised businesses on his “Don’t sell the sausage, sell the sizzle!” marketing approach. Wheeler’s big secret to successful selling was that you do not advertise the sausage itself as it is the desirable sounds and smells of the “sizzle” that make people hungry and want to buy it. There is increasing recognition that the “selling the sausage” approach to green issues is not delivering the fundamental changes required for us to stay within ecological limits.

A report by Futerra, a green communications consultancy, on “Selling the Sizzle: the new climate message” argues that in order to reinvigorate public and media interest, campaigns need to focus on a vision of a greener life that is positive and appealing to all.

Gary Haq discusses green issues with Ed Milliband
The recent election of Ed Milliband as the new leader of Labour Party, now the official opposition to the British government provides hope for many environmentalists.

Mr Milliband was the former Secretary of State for the UK Department of Energy and Climate Change and is a passionate advocate of action on climate change.

He recently reiterated his belief that “climate change is the greatest global threat facing our generation “, adding that “it should be at the very heart of our plan for a successful economy, at the centre of our foreign policy and integral to our mission to change Britain”.

Many environmentalists are hoping that Mr Milliband will now put climate change back on the political agenda after he has criticised the Coalition Government’s claim to be the ‘greenest ever’ as an empty gesture.

So far, environmentalists have failed to effectively communicate a compelling vision of a greener future. It is therefore time to stop selling the notion of a climate hell and start selling a “green heaven”. Let’s put the sizzle back in to going green and demonstrate that a transition to a low carbon society ultimately means a better quality of life for everyone.

© Gary Haq 2010

Photo credits: Shutterstock

Meltdown of Public Opinon on Climate Change

RECENT events are now resulting in more people questioning the validity of the science behind climate change. Could this be the beginning of a meltdown in public opinion on global warming?

RECENT events are now resulting in more people questioning the validity of the science behind climate change. Could this be the beginning of a meltdown in public opinion on global warming?

The recent period of freezing temperatures and the failure of the Copenhagen climate summit to agree legally binding greenhouse gas targets provided the backdrop for two events that have threatened the creditability of climate change science.

The “Climategate” fiasco saw the contents of emails stolen from the University of East Anglia’s Climatic Research Unit leading to accusations that a number of researchers had manipulated data.

Meanwhile, the Intergovernmental Panel on Climate Change (IPCC), the leading body for the assessment of the scientific evidence of climate change, admitted it had got it wrong on predicting Himalayan glaciers could disappear by 2035.

Taken all together, it is not surprising that the general public is beginning to question whether climate change is really happening. A recent BBC Poll suggests that scepticism about climate change is on the rise. Of the 1,001 adults polled, 25 per cent did not think global warming was happening.

This is a 10 per cent increase on a similar poll that was conducted last year. Those who said climate change was real had fallen from 83 to 75 per cent. Only 26 per cent believed that climate change was happening and was largely the result of human activities.

Climate change is unlike any other environmental issue. For some, it is seen as a new religion with those sceptical of the evidence labelled “deniers” as if they were questioning the existence of a divine being. Unless you live on a small island state such as Tuvalu, near Fiji, which is slowly sinking due to the rising sea level, it is easy to think climate change is a myth.

There is also public confusion over the difference between weather – atmospheric conditions over hours or days – and climate – changes in the atmosphere over years. This has led some people to think that the recent heavy snowfall and sub-zero temperatures are sufficient evidence that global warming is not real.

How climate change is communicated plays a powerful role in influencing public attitudes and determining whether people are willing to reduce their carbon footprint. The alarmist language used by the media to describe the potential impact of climate change has been referred to as “climate porn” – offering a thrilling spectacle but ultimately distancing the public from the problem. The use of apocalyptic media images of receding glaciers, scorched land, flooded metropolises and polar bears grappling for survival all foster public apathy.

It is no wonder the public feels disempowered. The issue is portrayed as being so big and multifaceted that it seems unreal and more like science fiction rather than science fact.

Climate sceptics are quick to claim that Climategate and the “Glaciergate” are evidence of “dodgy” climate science. While a few points in the IPCC report may be incorrect, this does not invalidate the last four assessments of the basic science of climate change. There is overwhelming evidence to suggest that global warming is due to human activity.

The reality is that climate science is still developing as new evidence comes to light. We are still trying to understand the complexity of the global climate system and the effect and speed of different feedback mechanisms.

For example, a scientific survey of Siberian tundra coastlines has reported methane levels are roughly 100 times above normal. Methane is a greenhouse gas 20 times more powerful than carbon dioxide.

More than 10 times the annual global greenhouse emissions are thought to be trapped in tundra across the world. As the tundra thaws will it become a “Methane Bomb”?

Health damaging particles in polluting gases emitted by industry, traffic and domestic heating have a “cooling” effect on the climate. In reducing local air pollution are we lowering this cooling effect and inadvertently accelerating global warming?

Many questions such as these require further scientific investigation.

It is too easy to dismiss the whole climate change issue as mass hysteria. Prevention is always much better than cure. It is right that we take action now to reduce greenhouse gas emissions, adapt to predicted climate change and move to a low carbon economy.

We need to become more efficient in our energy use and develop renewable energy sources. After all, whether climate change happens or not, we still have to face up to the fact of dwindling oil reserves and our over-consumption of natural resources.

Whatever doubt we may have about climate science, or whether climate change is really happening, a fundamental question remains – are we willing to gamble with our children’s future on this planet?

© Gary Haq 2010
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