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Climate science is strong, but the marketing is lacking: Purpose-driven communications expert, David Fenton, explains how the climate movement needs a clear, consistent message and a well-funded marketing blitz to drive it home. After the interview, Jared takes to the streets of Alabama to get the views of ordinary Southerners.
In this episode…
- In his usual news update, host Jared Downing discusses last week’s road-melting heatwave in the Pacific Northwest and the global climate patterns that caused it.
- Next, veteran marketer, David Fenton, discusses the shortfalls and opportunities of climate marketing. Scientists and activists tend to shy away from traditional marketing, he says, but the climate movement needs to invest serious funding into serious advertising to communicate a simple, impactful message about the crisis.
- Jared happened to be producing this episode in Tuscaloosa, Alabama, and canvassed the streets to see what ordinary Southerners think about climate change. The results seemed to confirm Fenton’s thesis: Even when people cared about the environment, the general attitude was that it’s too complicated, even the experts don’t agree, and there’s nothing we can do.