“How can I talk to people who don’t accept the truth about climate change?” That may not be exactly what the audience member asked the dudes from Pod Save America on a recent episode, but it’s close enough. Their answer—again, not verbatim: Stories drive change.
The questioner had asked particularly about climate science: How can her relatives not understand the source of the havoc we are unleashing on our environment—catastrophic hurricanes, fires, flood. So far everything but a plague of locusts.
Usually those encounters go one of two ways:
- Are you crazy?
- The median temperature of the earth has risen X degrees in the last 20 years.
When’s the last time you had a productive conversation with someone who called you crazy?
I didn’t think so.
And when’s the last time you listened to someone rattle off a string of numbers and didn’t fall asleep? Or start thinking about something more interesting, like when you’re going to run out of clean underwear. Or whether the lettuce on sale will last more than a day and a half.
As I’ve said more than once, if you want people to remember what you’re saying you need to tell a story.
Stories drive change
One of the Pod Save America hosts, Tommy Vietor I think, mentioned a name I hadn’t heard before: Katharine Hayhoe. He said she has the ability to turn facts into stories that connect with people on the other side of the climate change debate. And more importantly, that her stories drive change.
Vietor isn’t the only member of the Katharine Hayhoe fan club:
“Katharine Hayhoe is a national treasure,” said Anthony Leiserowitz, the director of the Yale Program on Climate Change Communication. He said that she combined powerful communications skills, world-class scientific credentials and an ability to relate to conservative religious communities that can be skeptical about the risks of a changing climate.
That’s from a 2016 New York Times article about her. So is this:
“…she has found that she gets her science across more effectively if she can connect with people personally. In a nation seemingly addicted to argument as a blood sport, she conciliates. On a topic so contentious that most participants snarl, she smiles. She is an evangelical Christian, and she does not flinch from using the language of faith and stewardship to discuss the fate of the planet.”
Use the language your audience speaks. Connect with the people you’re speaking with. Be human. Be vulnerable. Be authentic. And use concrete examples that everyone can understand.
Can stories drive change—really? Check out the quote from Hayhoe that closes the Times article:
“I don’t believe in climate change,” she said. Belief doesn’t come into it; scientific verification does.
“Gravity doesn’t care whether you believe in it or not,” she said, “but if you step off a cliff, you’re going to go down.”
Time to kick your writing skills up a level? Join me for my popular Writing Unbound program this October. A serious commitment, for people serious about change.