A new 10-point guide from council chiefs to help the public sector communicate more effectively about climate change suggests officers should avoid using common phrases like 'net zero' - despite the fact that the Government department involved in tackling the issue is itself called the Department for Energy Security and Net Zero.
An Introduction to Talking Climate was produced by council directors' body ADEPT and Yorkshire & Humber Climate Commission and is based on 'quantitative and qualitative research, surveying over 7,000 people and using focus groups to draw out strategic implications for policy and communication'.
While the polling suggests that 74% of British people say that climate change is important, ADEPT said that it is often a struggle 'to frame messages in ways that resonate with people's everyday lives'.
'We need to approach the conversation differently. Getting the framing right is therefore vital,' the document states, before advising against a list of common terms around the topic of climate change.
Included in this list is net zero. The guide states: 'Don't use ‘net zero' in isolation or as shorthand; it's a technical term and isn't well understood.'
The guide sets out ten recommendations for climate communicators:
- Translate and explain
- Champion inclusive language
- Inspire a better future
- Don't take support for granted
- Talk about climate and nature
- Normalise enthusiasm for clean energy
- Talk like a human
- Keep it local – and celebrate successes
- Address challenges honestly
- Dealing with misinformation
More information on the guide and how to access it can be found here.
