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Does the messenger
matter?

So you want to get people onboard for sustainability and you have crafted the perfect story to do just that. You understand the values and desires of your audience and your message matches those. But who is going to tell it?

Framing

The impact of your story will depend on the context it is received in. Where are people hearing it?
When are they hearing it?
And who is telling it?
The messenger is part of the frame in which people digest your message. The associations people have towards the messenger will automatically radiate unto the message. Those might be good, or bad …

Ingroup/outgroup

People we can relate to in interests, values or behaviours are considered our ‘ingroup’. Research shows we are most influenced by people who are similar to us.1 However, people who are ‘unlike’ us, are often considered our ‘outgroup’. Messages coming from our outgroup have much less chance at changing our attitude or behaviour.
That means Greta Thunberg is a great messenger for some audiences. 
But Greta actually harms the climate message for other groups when she is seen as too different. Next to ingroup/outgroup thinking, there is one more thing to consider …

Credibility

For your message to hit a full homerun, your messenger also needs credibility. It is proven that climate communicators, advocates and researchers are seen as more convincing – and their advice more likely to be acted upon – if they themselves pursue low-carbon lifestyles.1 We have a hard time trusting people who talk the talk but don’t walk the walk.

1. Griskevicius, V., Cialdini, R.B. (2008) Social Norms: An underestimated and underemployed lever for managing climate change. IJSC 3 (2008): 11.

2. Capstick, S., Khosla, R. and Wang, S. (2020). Chapter 6. Bridging the gap: The role of equitable low-carbon lifestyles. In Emissions Gap Report 2020. United Nations Environment Programme. Nairobi. p. 72.

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Go, Arnold.
What’s a good example of a smart climate message told to new audiences by ingroup messengers who have credibility?

The athletes featured in the documentary The Game Changers. They show people who care most about their performance, other athletes, that plant-based foods are not just good for the climate, but also for you. And they walk the walk.

Sum-up
  • ● Your messenger matters.
  • ● Choose an ingroup messenger.
  • ● Proof their credibility.

1. Griskevicius, V., Cialdini, R.B. (2008) Social Norms: An underestimated and underemployed lever for managing climate change. IJSC 3 (2008): 11.

2. Capstick, S., Khosla, R. and Wang, S. (2020). Chapter 6. Bridging the gap: The role of equitable low-carbon lifestyles. In Emissions Gap Report 2020. United Nations Environment Programme. Nairobi. p. 72.

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