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Motivating The Public For Environmental Action
- 2. Are We Preaching to the Converted?
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Editor's Notes
- I want to thank the organizers Jane Olsen and Jon Berry for inviting me to speak at the Family Fair today. I am trained as an environmental psychologist, which means I study the relationship between people and their physical environment. This is an interdisciplinary field, combining social sciences like anthropology, sociology and geography, with design disciplines such as planning and architecture. This is the perspective I bring to today’s presentation. - I’d like to know the audience a bit: * Donate to environmental organization this past year? * Current member of environmental organization? * Active in environmental projects where you live? * Personally engage in pro-environmental behaviors: recycle? CFLS? Hybrid car? Wind power? Organic food?
- Or. . . Why Should I Care? (Alfred E. Neuman from Mad Magazine) The American Environmental Values Survey, conducted in 2006, found that environmentalists have an image problem among the general population. They are seen by many Americans as being out of touch with current society. The Survey also found that Americans are skeptical of science and that making scientific arguments is not compelling to many Americans. Scientists are viewed with skepticism because they place facts above religious view and social values. Many Americans distrust scientists, believing that scientists are motivated by the search for government funding to conduct their research. Are We Preaching to the Converted?
- It’s not that people are lazy, ignorant or unintelligent. Psychology is the study of human emotion and behavior, with the goal of predicting and changing our behavior. demographics: Research has shown that there exist differences in how people think and feel about sustainability. Gender: Women tend to care more about the environment Socio-economic level: white, middle or upper middle class are more likely to engage in pro-environmental behavior; - Political affiliation: Democrats more pro-environmental than Republicans Social norms – changes in environmental behavior and likelihood that behaviors will be maintained can be influenced by peer pressure, keeping up with the Joneses
- Denial : Usefulness of Freud’s theory. We block out what we can’t handle. Catastrophe will never happen. (Technology will solve all our problems.) Blame : Many people believe their own behavior does not have much impact, and they expect government or corporations to solve the problem. Other people blame overpopulation and pollution in the developing world, and see no need to change their own lifestyle. Minimization/Distance : Time: Nothing terrible will happen in my lifetime. (short term orientation) Personal: Problems will have bigger impact on developing world. Geographic: Problems may happen but it will be elsewhere.
- According to Environmental Literacy Study (2005) most Americans are not well informed about environmental issues. How environmentally literate are you? Has the average miles per gallon for American-made vehicles increased or decreased. since 1995? Decreased. 17% adult Americans got correct answer – most thought fuel economy had improved. Which sector of U.S. economy is the largest user of petroleum? Transportation. Only 1/3 Americans knew the correct answer. Most electricity in US is produced by what fuel? Coal. Almost 75% Americans answered incorrectly. ** Information Can Help Shape Attitudes and Behavior ** Target audience – be sure to tailor the message to match the audience education level and religious and political affiliations. Information is most effective for children or those already inclined to environmental action. Concrete examples – what is happening now ? What can people actually notice with their senses? Many environmental problems are not happening currently or cannot be perceived through the senses. We don’t see where wastewater goes. Most people don’t know what happens to trash (Trash-to-Burn facility in Peekskill) or that recyclables are sold for profit and electronic recyclables may be shipped out of US to be disassembled, passing on the burden of toxic materials. Personally relevant – Address the questions “why should I care?” and “what does this matter to me?” People tend to think about their own self-interest rather than the good of the larger community Believability – Research showed that movie about global warming The Day After Tomorrow decreased concern because people decided such a catastrophe could never happen.
- Confusing Information: Ambiguous/Contradictory : While it is generally accepted that climate change poses a serious threat to human well-being and the environment, for example, there remains much uncertainty: when will climate change reach a crisis? Exactly where will disaster strike? How much time do we have to avert disaster? What exactly will the environmental repercussions be? At what point does a hazardous substance become toxic? Carcinogenic? Are genetically modified foods safe? What about Bovine Growth Hormones? Nanotechnology? Complex : According to The American Environmental Values Survey, “issue complexity has paralyzed many Americans”. Lots of confusion regarding recycling: Why only #1,#2; what about bottle tops? Juice cartons are paper? Pizza boxes? Toilet paper rolls? Language Language can impact how people react to an environmental issue. One research study demonstrated that global warming may not suggest the same potential for devastation as global climate change . When it comes to recycling, can you define “commingle”? To me, “contamination” suggests a virus rather than paper mixed with bottles & cans! It’s important to ask whether the language you’re using is as effective as it can be. Keep Language Simple – Use everyday language. Avoid jargon -- scientific words can cause confusion or make people feel like you are trying to hide something. * Facts are necessary, but may not be sufficient to change behavior **
- Research: Interview stakeholders – all those affected, those in charge of enforcement, people on the street, etc. - Observe current behavior - Questionnaires
- - Mayor Drew Fixell requested that TEAC focus on recycling Problems with multi-family dwelling in Village – citations received, threat of no Village pick-up Met with complex manager; observed complex layout; toured apartments EXTERNAL BARRIERS: availability of dumpsters – too few; too few areas signage (“no bags”) population with high turnover
- Dual strategy
- Shrink our ecological footprint one step at a time – individually, in your Village, in the larger community. Patience and perseverance will result in progress.