Public climate communications has gone so far off the target that people now believe in apocalyptic end of life scenarios (in the near term!) that are not supported by any science at all (while telling us we must listen to the scientists). This then, is a summary and link to comments from another actual climate scientist. Because without listening, this is what we get: “I genuinely have the fear that climate change is going to kill me and all my family, I’m not even kidding it’s all I have thought about for the last 9 months every second of the day. It’s making my sick to my stomach, I’m not eating or sleeping and I’m getting panic attacks daily. It’s currently 1 am and I can’t sleep as I’m petrified.” – Young adult in the UK.

“Climate change is real but it’s not the end of the world. And increasingly extreme statements by activists undermine environmental progress, say climate scientists.” – another post in our continuing look at poorly done climate communications tactics that are leading many to ignore the climate topic altogether.

PR stunts tend to backfire when they are hypocritical. Greta Thunberg sailed on a donated, crewed, luxury yacht to North America to avoid the CO2 emissions of air travel. But at least two (and likely 4) crew members crossed the Atlantic by air to support her effort. In her current crossing by a crewed, luxury yacht back to Europe, another crew member was flown across the Atlantic. Her travel by luxury yachts has produced significantly more CO2 than if she had simply flown herself. When this information becomes public, the climate message gets lost and viewed as hypocritical (which it is).

A branding expert says climate communications must adopt even scarier sounding propaganda terminology, not based on the actual science, in order to frighten people in to taking action. He proposes terminology such as Global Meltdown or Scorched Earth, neither of which is accurate. He’s advocating the use of lies to persuade targets to adopt an agenda. This approach, however, is likely to backfire and turn people away from even listening to climate communications.