Environmental writers face a conundrum. While we want to lay the facts bare and argue that change is needed if we want to avoid a bleak future, we must do it in a way that won’t have readers lose interest halfway through the first paragraph. Yes, we want to provide information, and yes, we want to tell the truth, but we also want to achieve a much larger purpose. Truly understanding that purpose ourselves is the first step, the next one is helping others to do so and take it seriously. Readers are bombarded with information about the planet, global warming, climate change, recycling, and sustainable development – words that now evoke eye rolls and dismissive platitudes. The information has been communicated before, but while translated into every language on earth – it still needs to be “translated” to be heard, not just understood by every audience. We must help readers untangle the mountain of environmental narratives that have become muddied and twisted to align with certain agendas. Of course, we must also acknowledge that we are pushing our own agenda – but it’s the right one, isn’t it?

Over the centuries people have become increasingly entrenched in a culture centred on wealth and convenience – something that is threatened by the actions needed to tackle the environmental crises the world is facing. Ironically, these actions are ultimately the only way to salvage our continued existence, much less our material wealth.

So how do we reach readers who don’t want to change their lifestyles? How do we motivate behaviour change?

As a writer, I was curious if we could perhaps learn from AI and entered the following prompt into Chat GPT:

In an era of misinformation, how can environmental writers make their voices heard in more meaningful ways?

Here are the suggestions it came up with:

1. Research and cite reliable sources: To combat misinformation, it’s crucial for environmental writers to conduct thorough research and rely on reputable sources. By using scientific studies, reports from credible organizations, and expert opinions, writers can build a foundation of reliable information that strengthens their arguments.
2. Fact-check and verify information: Environmental writers should prioritize fact-checking and verifying the information they present. This involves cross-referencing multiple sources, consulting experts, and scrutinizing data to ensure accuracy. By consistently providing well-supported and factual information, writers can establish credibility and counter misinformation effectively.
3. Promote scientific literacy: Environmental writers can play a vital role in promoting scientific literacy by explaining complex concepts in accessible language. Breaking down scientific jargon and using clear, concise explanations helps readers understand the issues better and reduces the chances of misinterpretation or distortion. It is essential to communicate scientific findings accurately while also acknowledging uncertainties and ongoing research.
4. Tell compelling stories: Emotions and narratives have the power to resonate with readers and inspire action. Environmental writers can use storytelling techniques to captivate audiences and convey the urgency and impact of environmental issues. By connecting with readers on an emotional level and highlighting real-life stories, writers can create a deeper understanding and engagement with the subject matter.
5. Collaborate with experts and organizations: Collaborating with experts, scientists, and reputable environmental organizations can enhance the credibility and reach of environmental writers. By featuring interviews, guest contributions, or partnering on projects, writers can tap into the expertise of others and amplify their voices. Collaborations also foster a sense of community and collective effort, strengthening the message and combating misinformation more effectively.
6. Engage in multi-channel communication: In addition to traditional forms of writing, environmental writers can leverage various communication channels to reach wider audiences. This includes utilizing social media platforms, starting a blog, creating podcasts, or producing videos. Diversifying the medium of communication allows for greater visibility and engagement, attracting different audience segments and combating misinformation on multiple fronts.
7. Encourage critical thinking: Environmental writers can empower readers by encouraging critical thinking and providing tools for evaluating information. This can be done by teaching readers how to evaluate sources, identify biases, and distinguish between opinion and factual information. By promoting critical thinking skills, writers contribute to a more informed and discerning society that is less susceptible to misinformation.
8. Build a community: By fostering an engaged community of readers, environmental writers can create a network of individuals who are dedicated to accurate information and environmental advocacy. This can be achieved through online forums, social media groups, or regular interactions with readers. Building a community helps establish a trusted space for reliable information and enables collective action against misinformation.

By implementing these strategies, environmental writers can make their voices heard in more meaningful ways, effectively countering misinformation and contributing to a better-informed society.

These suggestions are valid, relevant, and essential, particularly in the face of misinformation. They are tick-box items on a mental list we writers use  But it isn’t enough. We clearly need more than this. In an article titled “Toward a Coherent Theory of Environmentally Significant Behavior”, Stern[1] presented a conceptual framework for the ‘theory of environmentally significant behaviour’ and discussed several theories on behavioural change, as well as causal variables critical to understanding motivations for behaviour and how we can promote pro-environmental behaviour. Essentially, he identifies personal norms as the primary basis for general predispositions to pro-environmental behaviour, and these norms are activated by personal beliefs about threats to what someone values, and whether a certain behaviour will reduce these threats. This type of behaviour, Stern suggests, can be influenced by providing a person with information that challenges the underlying beliefs about threats and consequences.

Stern emphasised that to understand the motivation for behaviour, one must consider several variables: values, norms and beliefs; contextual factors such as social and cultural influences; legal and regulatory restrictions; infrastructure; resources; monetary incentives and costs; political context; personal capabilities such as levels of knowledge and skill; time; level of authority; and habit or routine, which can be difficult to break. For example, the more difficult, time-consuming or expensive a behaviour, the weaker the effect one’s attitude might have on whether the behaviour is pursued. Context and personal capabilities such as cultural or political influences, and knowledge and resources, can either dilute the effect of attitude or strengthen it.

Essentially, we must encourage readers to be more cognizant of their impacts on natural resources and the need to consume these sustainably if we are to have a future. However, this will only be successful if we eliminate obstacles to pro-environmental behaviour or make it clear that the alternative poses an even more substantial threat to their lifestyles and what they value. To be heard through the din, we need to speak to our audiences individually, via the channels they use, and ensure that we are tailoring our messaging to speak to what really motivates each one.

I am interested in your thoughts and will follow up with further drilling. Stay tuned and follow me for more!

[1] Stern, P. C. (2000). Toward a Coherent Theory of Environmentally Significant Behavior. Journal of Social Issues 56 (3): 407–424.