Climate advocates should quit talking about “global warming” or even “climate change.” The terms are too loaded, too stale, and lack the punch needed to convince skeptics to start respecting the environment. According to the non-profit PR company ecoAmerica, and reported on Grist, eco-evangelists should start using the term “deteriorating atmosphere” instead.
Environmentalists should focus on values, rather than specifics or facts, to get the point across, according to the ecoAmerica study. They should also ditch the term “cap and trade” in favor of “clean energy dividend” or “clean energy cash back.”
The organization has attracted plenty of criticism, as Grist points out. Their approach to PR and the environment was characterized in the New York Times as “cynical and, worse, ineffective.” Criticism aside, according to Grist: “For anyone who communicates about climate and energy, it’s worth reading the whole report.”