A post on PSFK prompted me to think about the huge communications challenge around changing people’s behaviour - especially when it comes to “saving the planet”.

Somewhat hysterically, the article about the Consumer Electronics Show (CES) called it “an orgy of poison”. This was due to the fact that so much of the technology on show contains environmental pollutants and that the consumer electronics industry itself encourages us all to buy pointless gizmos which create a huge uneccessary carbon footprint.

The article drew several critical comments from readers moving its author, Piers Fawkes to say that all he was trying to do was “inspire our readers to make change for the better”.

However, I think that the incautious use of language by the anti-carbon lobby can often alienate ordinary people, and is too often just “singing to the choir”.

For me, the best communication on this subject remains Al Gore’s ‘An Inconvenient Truth’. His message was carefully calculated not to alienate viewers just because they happened to use lightbulbs or sometimes drive a car. Instead he made the viewer feel like they were inside of the problem and could be part of the solution.

It was inspiring and educational rather than finger-wagging and haranguing, and because of that had a far bigger effect on real people. A great example of effective communication.

Am I alone here?

Tags: environment technology green