'Yes we can' attitude needed in climate communications

On 9 September, the Prime Minister’s Office published a report on attitudes towards climate issues and changes in them. The report prepared by Demos Helsinki is a background report to the Government foresight report on climate and energy policy. The report examines how a positive attitude towards climate protection can be turned into action and what kind of communication gets to people.

General ignorance is not an obstacle to climate protection. On the basis of an enquiry, the report reveals that people are broadly concerned about climate and that views do not differ materially between populations groups. The Finnish Climate Change Communications Programme carried out between 2002 and 2007 has increased citizen awareness of climate change. However, knowledge has not yet led to action to a sufficient extent.

Many people end up being mere bystanders because they doubt that other people take action. People are motivated into action if they know that other actors and citizens commit themselves in climate measures. Presumptions concerning the action of others are like self-fulfilling forecasts. Dissemination of climate information should relieve uncertainty about other people’s acts.

The report embodies empirical comments on broad-based national and international campaigns that have aimed at changing a society’s way of life and its emission reduction targets. The North Karelia project is an important example of a successful undertaking that managed to engage both the public and private sectors, together with the civil society and the media.

Climate communications should clearly indicate what people can do to cut emissions. Societies should be encouraged to develop climate-friendly working methods and ways of life that best fit for them. This is a way of fostering the ‘yes we can’ attitude which motivates people and helps them gradually integrate the learned habits into their every-day routine.

The measure map compiled by Demos Helsinki suggests steps that could be taken to attain the climate communications objective of a Finland as a low-emission area. There is plenty of work for everybody: politicians, the media, educational organisations, lifestyle role models, gatekeeper organisations, opinion leaders and local communities.

The results presented in the report will be applied in the preparation of the Government foresight report on climate and energy policy. The timescale of the foresight report will extend until the mid-century and even further, and it will cover both control of climate change and adaptation to its effects. In addition to Finland, the report will also examine the global operating environment.

Further information: Aleksi Neuvonen, Research Director, tel. +358 50 5344 241 and Roope Mokka, Development Director, tel. +358 44 0400 413, Demos Helsinki; and Oras Tynkkynen, Government Climate Policy Specialist, Prime Minister’s Office, tel. +358 50 512 1584