For months, we've been tackling a wicked problem for a climate action not-for-profit: how to move their audience from belief to action, navigating the "why me?" and "why now?" conundrum.

It's a tough nut to crack, no doubt about it.

Recent global research from ISPOS¹ highlights a concerning trend: apathy and climate fatigue are on the rise worldwide. While most people agree that governments, businesses, and individuals bear responsibility for addressing climate change, that conviction has noticeably waned in the last three years.

The younger generation, in particular, feels a sense of fatalism. Three in ten Millennial and Gen Z men believe it's already too late to tackle climate change. Conversely, three in four Boomers and Gen Xers believe that small changes in everyday life could collectively make a big impact.

So, the belief is there. But how do we translate it into action? We all have deeply held beliefs about how the world should work, but there's often a frustrating gap between belief and action. Why is this, and how can we bridge it?

Several factors hinder action based on belief:

• Cognitive Dissonance: When our actions don't align with our beliefs, we feel uncomfortable. Sometimes, it's easier to ignore the issue or downplay our beliefs.
• Lack of Clarity: We may know what we believe but struggle to translate it into tangible steps.
• Fear: Fear of failure, judgment, or the unknown can paralyse us.

So, how can we inspire others to turn their beliefs into a catalyst for real change? Here are some ideas:

Authentic Alignment:

• Audit: Scrutinise your brand's actions against its stated values, identifying any inconsistencies.
• Transparency: Openly acknowledge gaps and commit to closing them. Honesty breeds consumer respect.
• Storytelling: Frame your journey as a narrative of growth, sharing challenges and successes to inspire.

Bite-Sized Action:

• Micro-Goals: Start with manageable initiatives that directly reflect your brand's core beliefs.
• Visibility: Showcase wins on social media, ads, and within the community.
• Engagement: Invite participation from employees and customers, making change a shared experience.

Leadership, Not Followership:

• Clarity: Define specific actions that embody your brand's values.
• Research: Learn from others who've successfully integrated activism into their brand strategy.
• Partnerships: Collaborate with non-profits or causes aligned with your mission to amplify impact.

Ignite Passion:

• Purpose-Driven Messaging: Remind your audience why your brand exists beyond profit.
• Impact Stories: Share real-world examples of how your actions make a positive difference.
• Calls to Action: Encourage customers to get involved – donate, volunteer, or share your message.

A personal note on climate action: Earlier this year, I had the privilege of attending a discussion on climate action with Al Gore. It was inspiring and reinforced my commitment to make a positive impact on reducing emissions. I've taken proactive steps, including installing solar panels and a battery, driving an electric car charged from the roof, maintaining a worm farm to reduce food waste, recycling diligently, and opting for eco-friendly products even if they cost more.

Listening to Al Gore reframed my actions. Climate change isn't just a matter of economics; it's a choice to do better for the planet.

As Al Gore aptly put it, "Climate change is not a government problem. It’s a species problem." Each of us needs to take action.

Reference
1. Ipsos | Earth Day 2024