Going big on climate.
One of my favourite books on climate change is George Marshall’s Carbon Detox. In Chapter One (“Oh, not another bloody polar bear!”) he notes:
“Solutions to this vast and serious crisis are often reduced to ’20 handy household tips’. … People perceive a major imbalance between the seriousness of the issue, and the ‘easy peasy’ personal actions they are encouraged to take.”
Or as he sums it up, “If it’s so easy, why bother?”.
A lot has happened since Carbon Detox was written in 2007. The correctly predicted impacts of climate change such as extreme weather have become ever more obvious. The UK Climate Act and UN Paris climate agreement provide strong (if imperfect) national and global policy frameworks. Renewable energy has become cheap, wind and solar are powering a significant chunk of UK electricity, and the political, security and economic risks of fossil fuels have become all too clear. In the UK at least, there is a broad public consensus that climate change is serious, and that significant action is required.
And yet, that ‘small steps’ narrative is remarkably resilient. Not just in lifestyle articles in the press, but from some of the leading voices on climate. Here it is on the website of one prominent environmental organisation in 2022:
“We’ve seen the devastating impact that human activity can have on the natural world, but it doesn’t have to be this way. We can build a better world by making small changes to our everyday lives.”
And again, from another leading nature charity:
“Transport currently accounts for 27% of UK emissions. Making small changes to how you get from A to B will make a big difference!”
And one more, from another sustainability charity, again on the theme of transport:
“Reducing our impact doesn’t have to be difficult. Small changes make a big difference — with public transport, car sharing, walking and cycling all helping to keep our environment clean”.
When I am running Carbon Literacy training, it is striking how often the ‘small steps’ language comes up in responses and discussion. I understand where it comes from — people and organisations are busy with many competing priorities, climate action is often seen as worthy and expensive, and downplaying the ‘ask’ may feel like a reasonable tactic to reduce any potential offense and perhaps win some grudging interest or involvement.
The problem is three-fold. Firstly, small steps are not enough, we need major society-wide changes to cut emissions and to adapt to climate impacts. This means big change by governments, by organisations, and in communities. Secondly, the ‘small steps’ narrative often underestimates that —for reasons of cost, convenience, social norms and habit — making change is often quite tricky. If people hear changing their diet or transport or heating being described as a ‘small step’, it actually reinforces the idea that being green is for other people who are better off, better organised and a lot more smug. Thirdly, small steps just sound boring. Sure its good to switch off lights, just like its good to floss your teeth, but its hardly the sort of thing to motivate bold and creative action.
So here are four much better narratives for a UK audience. Some may appeal to you, others you may not like, or even find offensive. Remember that while most people in the UK do know and care about climate change, we need everyone of all backgrounds and values to feel engaged and motivated to act.
Opportunity:
Jobs and money are pretty motivating for most people. Climate change is, as the name suggests, a big change. And as any good entrepreneur knows, where there is a change there is opportunity. Now and in the future there will be more jobs and businesses retrofitting houses, fitting solar panels, installing electric vehicle charging points, developing and selling vegan foods and more. Right now there is a lot of money moving to support peat restoration, but a shortage of skilled workers and contractors. Pensions and savings that are invested with an eye to the future are likely to deliver better returns, which is a pretty good reason to switch yours out of fossil fuels today.
Opportunity also comes in other forms. For example, a shift to a four-day week can be good for workers, employers, society and the environment. Various cities and even the whole of Luxembourg have moved to reduce or abolish fares on public transport to improve air quality, and cut congestion and use of fossil fuels. Think not just what you can do for climate change, but what our response to climate change could do for you.
Security:
Feeling safe is a basic and universal human need. Climate change has been recognised for years by military planners as a significant global risk and threat intensifier. Extreme weather means damage to property, crop failures and higher food prices. Dependence on fossil fuels, particularly oil and gas, means huge flows of cash and influence for oppressive regimes from Russia to Saudi Arabia. In contrast, every wind turbine, lagged loft and back garden veg plot makes us more resilient and safe.
Those who have well insulated homes and solar panels on the roof are, right now, cushioned from the worst impacts of energy price volatility. If you walk or cycle to work, you are free from rising travel costs. A strong and inclusive local community where people know each other well enough to share a lawnmower, a power drill or a fridge, is not only less wasteful, its exactly the kind of place you want to live when the next pandemic (or whatever) comes along.
Justice:
Climate change is a global justice outrage — the world’s wealthiest 1% produce double the combined carbon emissions of the poorest 50% of the global population. At the same time, the countries and communities with the fewest financial resources are most at risk from droughts, floods, storms and sea level rise. This pattern is repeated at the UK level —10% of the population with the highest incomes are responsible for 10 times the emissions of the poorest 10%. The well-off fly more, drive more in larger cars, heat larger houses and so on. Yet it is the least well-off who are impacted most when food prices rise as a result of climate shocks, and the least well-off who lack contents insurance when their home is flooded. Climate change is a problem caused by the rich, and perpetrated on the poor.
Intersecting with economic injustice, the climate emergency also has profound racial and gender aspects. Historically, the US, EU and UK are responsible for the lion’s share of cumulative emissions while countries such as the pacific islands nations are facing existential threat. Meanwhile, the development of climate policy and even simple access to green space has often excluded women, people of colour and minority groups. If you care about fairness and equality, then a rapid and just transition to a cleaner and more sustainable economy is essential.
Love:
We know that people do extraordinary things for love. A parent’s love for a child is an incredibly powerful force. Today’s children face a more threatening future because of the rapidly changing climate. We have been far too slow to act on climate science, and we now owe it to them to do everything in our power to leave a better world. Love does not demand carefully calculated incremental steps, it requires doing the right thing — even when it costs us, and even when we know we can’t make all the pain go away.
Love of a special landscape, wonder at the natural world, joy in a garden or wild place —these are also feelings that can run very deep. We can show our deep love for nature by being truly generous in our climate action — giving our time, digging deep to provide financial support, going the extra mile as consumers and as citizens, even getting arrested for the cause. We know that giving of ourselves for love brings its own reward, not because we are paid back, and no matter whether anyone else notices, because it puts us in the right relationship with our self and those we love.
Strides forward
As noted above, most people in the UK do not need to be persuaded that climate change is serious and that action is required — they are already convinced. However, in my experience, many people are actively seeking guidance and advice on how they can take effective action — whether that is as a family, within a charity, a business, or other setting. Those of us providing information and support need to be honest when there are costs and other barriers to change, but we shouldn’t be embarrassed to suggest ambitious and specific measures. Time to stop talking small steps. Instead, we can listen to and engage with the motivations of our audience(s), tapping into powerful forces — whether that’s a nose for an opportunity, a desire for security, a hunger for justice, or love of family. This is the route to engaging people and organisations to act on climate, not as a worthy but trivial side line, but integrated into the heart of their life and work.
