The Use of Text and Framing
Several approaches to framing environmental messages have been used by companies, NGOs, governments, researchers, and others. Recognizing the role of psychological barriers to action, it should not be a surprise to learn that messaging aimed at encouraging pro-environmental behaviours that is framed around social norms and place identity has been successful in the past.
For instance, in their study of towel reuse rates by hotel guests, Goldstein et al. (2008) found that including a simple message that appealed to social norms (e.g. the majority of guests reuse their towels) was more effective than traditional messages that focused solely on environmental protection.
Similarly, in a study aimed at optimizing communications around educating people about the negative environmental impacts of red meat consumption, researchers found that education statements framed within a social norm construct (e.g. People are making dietary choices to reflect their feelings towards these impacts) were more effective than other frames in influencing intent to reduce red meat consumption (Stea & Pickering, 2017).
With respect to climate change mitigation, there are several framing techniques that can be useful, depending on the audience and the barriers that are most prominent. For instance, communications based on climate change ‘education’ are less likely to be effective in skeptical populations – for instance Republican voters in the USA - as the information will likely be interpreted within the context of their existing values and worldviews, which are difficult to change. Instead, climate messaging for this group may be more effective if framed around energy independence and security.