The New York Times
reports that environmentalists inadvertently emailed a copy
of a memo in which they argued their vocabulary needs a strategic
overhaul:
The problem with global warming, some environmentalists
believe, is “global warming.”
The term turns people off, fostering images of shaggy-haired
liberals, economic sacrifice and complex scientific disputes,
according to extensive polling and focus group sessions
conducted by ecoAmerica, a nonprofit environmental marketing
and messaging firm in Washington.
Instead of grim warnings about global warming, the firm
advises, talk about “our deteriorating atmosphere.” Drop
discussions of carbon dioxide and bring up “moving away from
the dirty fuels of the past.” Don’t confuse people with cap and
trade; use terms like “cap and cash back” or “pollution
reduction refund.”
EcoAmerica has been conducting research for the last several
years to find new ways to frame environmental issues and so
build public support for climate change legislation and other
initiatives. A summary of the group’s latest findings and
recommendations was accidentally sent by e-mail to a number of
news organizations by someone who sat in this week on a
briefing intended for government officials and environmental
leaders. [...]
