Marketing for Sustainable Development

8How Can We Communicate Effectively About Climate Change?

Philippe ODOU, Marie SCHILL and Manu NAVARRO

REGARDS, University of Reims Champagne-Ardenne, France

8.1. Introduction

It is not easy to talk about climate change. Words are important and indicative of the way in which climate issues are seen. Should we talk about global warming, climate change or climate disturbance? Talking about global warming is certainly reductive as the climatic consequences of the resulting changes are varied, and include warming air, droughts and floods. Other consequences that are much less known among the general public have recently been observed, such as an increase in the acidity of the oceans. Moreover, if consequences relating to the displacement of populations or lower agricultural yields are taken into account, we can also talk about a global crisis of environmental, economic, social and political dimensions.

Beyond concerns about which name reflects the scale of the problem, as well as changes to the way it is perceived by the public, the climate crisis is largely dependent on the mobilization of public authorities. Citizens are involved in the sense that they support potentially restricting public policies, as well as consumers to the extent that they change their consumption habits. These elements are leading to changes in consumerist lifestyles, but also, and particularly, the transformation of the concept of the relationship between humankind and nature.

In this context, how can ...