Center for Climate Media

Our Mission

Our mission is to leverage the best minds in marketing and advertising to

shift social norms

away from dirty fossil fuels towards clean sustainable living.

We’re passionate about climate communications and making sustainable living mainstream.

It’s Time to Act

Climate Change is real
People are largely disengaged
Misinformation campaigns abound
The potential for innovation in communication is huge
We’ve never had more tools to reach people
Advertisers and marketers are sitting on the sidelines
We need to find and amplify messages that drive real change

Climate change is the defining issue of our time and the window of opportunity to prevent the worst is closing fast.

Despite producing 1/6 of the worlds CO2 and being historically responsible for 1/3, most Americans don’t talk about climate change or show interest in taking personal action. Social cues and norms that would elevate sustainable living, and make the use of fossil fuels ‘old school’, are nascent and far from mainstream. There is a complete disconnect between the magnitude of fossil fuels being used to support ‘big’ American lifestyles and the coming irreversible impact on the ideals and things people value.

Few if any groups are using marketing science, issue messaging and digital micro-targeting to directly shift public norms away from the use of gasoline, coal and natural gas.

Meanwhile, the void is being filled by sustained well-funded disinformation campaigns from entrenched interests which are adding to confusion and engendering complacency.

Our Goal: To Shift Perception

In the course of American history, we have been through many transitions. Collectively, as a society, we have agreed that certain norms are not acceptable. Although not perfect, based on common values, we have made legislative and institutional changes that have stuck.

We also know that the power of marketing to influence is alive and well.

We believe that backing single messages for broad audiences will not work in the short term for this issue. It’s not only about a feature length film, another documentary or lecture series. It’s about meeting people where they are in life at the moment, on the bus, the train, at work, relaxing on Sunday morning or commuting.

Initially, our focus will be on three integrated messages.

Fossil Fuels are Gross

#KICKCARBON

We believe that innovation in messaging can be used to educate people about the true impact of using fossil fuels. Just like smoking became shunned, initially for health reasons, and then more, messaging that connects to people’s core values can effect behavior which can be framed as obsolete.

Cleaner is Better

#RENEWABLES

It’s not enough to simply show what is wrong, our goal is also to elevate decisions and behaviors that will drive change and social transformation. This must be done by creating effective messaging that connects with people values, belief structures, hopes for the future and how they wish to be seen by others in their community.

Don’t Be Duped

#IMNOTBUYINGIT

Let’s face it. Organizations with entrenched interests in preserving the status quo are highly skilled at delivering messaging that leads to confusion. They’re keen on linking fossil fuels to a robust standard of living and use ‘halos’ to make their products more palatable. They are also well funded and smart. Our goal is to be a counterweight. We will provide rapid sharp satirical responses to this messaging in a way that connects.