People care about the climate, but they also feel terrible about it; new research from Kantar and consulting company Affectiva indicates how to use the psychology of emotions to improve messaging.

Why it matters

Talking about sustainability in advertising isn’t about preaching to the converted, it is about inspiring and entertaining people to actually change their behaviour – Kantar’s research explores how to delight the sceptics as much as the true believers. 

Takeaways

• Guilt underlies a lot of people’s thinking around the climate; use it wrongly and you will promote apathy. 
• The public does not think as one about the...