In a screed about stupid and ill-informed comments about climate change on a recent Guardian story, columnist George Monbiot says environmentalists should use some basic psychology to change how the climate argument is framed.
In his fascinating book Carbon Detox, George Marshall argues that people are not persuaded by information. Our views are formed by the views of the people with whom we mix. Of the narratives that might penetrate these circles, we are more likely to listen to those that offer us some reward. A story that tells us that the world is cooking and that we'll have to make sacrifices for the sake of future generations is less likely to be accepted than the more rewarding idea that climate change is a conspiracy hatched by scheming governments and venal scientists, and that strong, independent-minded people should unite to defend their freedoms.
He proposes that instead of arguing for sacrifice, environmentalists should show where the rewards might lie: that understanding what the science is saying and planning accordingly is the smart thing to do, which will protect your interests more effectively than flinging abuse at scientists. We should emphasise the old-fashioned virtues of uniting in the face of a crisis, of resourcefulness and community action. Projects like the transition towns network and proposals for a green new deal tell a story which people are more willing to hear.
Marshall is right: we have to change the way we talk about this issue. You don't believe me? Then just read the gibberish that follows when this article is published online.