Voters Feel Moral Responsibility to Prevent "Damage to our Climate"

Let's Talk Climate: New Research on Effective Climate Communication

Nov 20, 2015, 08:08 ET from ecoAmerica

WASHINGTON, Nov. 20, 2015 /PRNewswire-USNewswire/ -- Americans are more concerned than ever about the damage to our climate, and feel a moral responsibility to protect the health and wellbeing of their families and future generations with solutions. These are some of the research findings released today from ecoAmerica through their new report, Let's Talk Climate: Messages to Motivate Americans. After voters heard refined messages:

  • 79% of Americans were willing to take action personally to prevent climate change, up 14 points from using traditional messaging.
  • 81% express concern about the impacts of climate change, up 9 points from hearing more traditional messages. 49% of Americans say they are very concerned.

Let's Talk Climate found that Americans are ready to support solutions on climate, and motivation to do so dramatically increases after they hear messages that are hopeful, solutions-oriented, and contain personal benefits. The report sets clear guidance on key words, phrases, and narratives to use to effectively talk about climate change with a wide diversity of American audiences. These messages resonate powerfully across political and demographic spectrums. 

Findings include:

  • Voters gave a rating of 8.5 (out of a 10 point scale) to "We have a moral responsibility to create a safe and healthy place to live for our families"
  • 81% of Americans are willing to take action to prevent damage to the climate.
  • Bi-partisan support of "fines" (80%) and "rules" (75%) for polluting sources
  • Only 4.7 out of 10 worry that dealing with climate change will cost too many jobs. Instead, 7.4 out of 10 believe it will create jobs, and 7.5 out of 10 believe that dealing with climate change and pursuing clean energy can save money in the long term.

"People respond to positive messages that resonate with their values. We can connect climate damage and solutions to issues that matter to them, whether that's the health of their family, clean energy, freedom of choice, financial prosperity, or preparing for local impacts in communities," said Bob Perkowitz, President of ecoAmerica. Perkowitz hopes the messages will help empower leaders to propel climate as a priority in town halls, board rooms, hospitals, universities, places of worship, and in Congress.

The research was concluded in September 2015, and included focus groups, online dial surveys, and a nationwide phone survey.

All are invited to attend a live webinar today, Friday, November 20th, from 12 - 1pm ET / 9 - 10am PT.  Register for the webinar and download the report at

About ecoAmerica
ecoAmerica grows the base of popular support for climate solutions in America with research-driven marketing, partnerships, and national programs that connect with Americans' core values to bring about and support change in personal and civic choices and behaviors. Learn more:

About Let's Talk Climate
ecoAmerica's climate messaging project develops and disseminates market-tested messages on climate solutions designed to engage Americans across political and demographic groups. The project employs both qualitative and quantitative research methods to test specific words, phrases, and narratives that link climate change to mainstream American values and concerns. This research was conducted in partnership with Lake Research Partners and ASO Communications

SOURCE ecoAmerica