How to use emotion to talk to climate sceptics

Sam Peña-Taylor

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

No longer the sole domain of hair-shirt-wearing lentil-munchers, the environment is a mainstream concern. 

But still, not everyone is on the same page about the extent of the problem, how much power people feel they have to affect the problem, and, crucially, how guilty they might feel about the problem. The problem is, of course, a climate emergency that will likely precipitate ecological collapse.

Market research company Kantar and emotional coding firm Affectiva recently reported the results of research that sought to understand not only the kinds of messages consumers are receptive to, but also how they felt about them....

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