Key Strategies

• Building rapport. Conversations should start with people and stay with people. Finding common values will help forge connections. Leaders should acknowledge ambivalence while being clear on the real, local impacts of climate change.

• Updating keywords. Some ways of describing problems and solutions are more effective than others. Say “attracts new business” instead of “good for the economy.” “Home” and “stronger communities” are more relevant than “country” and “resilient communities.” And saying we “can” do something is more empowering and less punitive than saying we “should. ” For more on keywords, check out Eco America’s extensive research and tips.

• Strengthening messaging. Message discipline is critical when discussing climate change. Leaders should stay above the fray by describing the problem instead of labeling the opposition. Stories help listeners connect on the message. One powerful fact from a trusted messenger builds clarity and urgency.

• Inspiring and empowering residents. Leaders should emphasize unambiguous solutions and make the connection to personal benefits like economic growth, better health outcomes, and more secure communities. Sequence matters in these conversations; leaders should end with their “ask.”