This archive report was first published on 28 July 2019.
Published on July 28, 2019, by Adema Sangale, Managing Partner of C. Suite Africa, a boutique management consultancy.
Climate change, or global warming, has become a buzzword in modern times. However, despite the awareness raised about its effects, the marketing of climate change has taken a wrong turn somewhere.
Take Nairobi, for instance. The city is becoming hotter, as evidenced by the thriving mosquito population. Farmers are struggling to adapt to the unpredictable weather patterns, and the possibility of Fort Jesus in Mombasa becoming an underwater attraction is a stark reminder of the consequences of inaction.
The problem lies in the lack of a clear call to action. People are unsure about what to do to prevent the looming environmental apocalypse. The classic advertising mistake of missing out on the call to action has been repeated in the climate change campaign.
So, what can be done to prevent climate change? The answers vary, from installing machinery that emits less and cleaner fumes to reducing meat consumption and carbon footprint. However, these solutions are not feasible for everyone, and the campaign has failed to provide a clear and simple message.
According to Daniel Kahneman, Nobel Memorial Prize Winner of Economics, humans do not process uncertainty well. Therefore, when scientists tell us that we need to limit global warming to 1.5 degrees Celsius, we need to know exactly what 'bad' things will happen if we don't.
Climate change deniers need to be addressed with simple and non-threatening language, while climate change accepters should avoid using terms that confuse the target audience. The use of acronyms such as SLCP, IPCC, UNFCCC, and HFC has only added to the confusion.
Policymakers believe that imposing a 'carbon tax' is the most effective solution, but this proposal has never gained global traction. 'Nudge theory' developed by Cass Sunstein and Richard Thaler suggests that small signals can drive people to make changes to their actions.
Ultimately, the marketing of climate change has failed to provide a clear and simple message, leaving people uncertain about what to do to prevent the looming environmental apocalypse.
