When in November 2016 Americans played their trump card, climate scientists faced a new challenge: how to persuade conservatives to start caring about our planet? Even though this task seems to be hopeless, research is being done – and I recently came across some very interesting results.
Researchers from Cologne discovered that conservatives are more likely to act against climate change when the problem is presented with reference to the past, as opposed to the future. We usually focus on future degradation of the environment, which doesn’t appeal to them. However, conservatives tend to be more concerned about the global warming, when we point out that the planet isn’t as “great” as it used to be.
German sociologists conducted a series of experiments on self-identified liberals and conservatives. As a part of the study participants were asked to donate money to one of two fictitious environmental charities: the one preventing future degradation or the one striving to restore the past state of the Earth. In all experiments conservatives were more likely to support the second organisation.
Does it solve our problem? Of course it doesn’t! Riley Dunlap, a sociologists from Oklahoma State University, commented on this study: “If you’re a good conservative, you need to be a climate change sceptic. Global warming has joined God, guns, gays, abortion and taxes. It’s part of that ideology.”
Even though sadly I must agree with Dunlap, I also believe that we should study ways of communicating climate change effectively to various social groups. One size doesn’t fit all – but we can find a good approach for many. If someone is blind in his or her scepticism, we probably can’t do much. However, I believe that with new communication methods we can persuade many people, who are ready to at least listen.
To make Earth great again.