money talks
International research project to unlock mass support for international investment in climate and development.
Coordinated by Black Sands Communications.
how can we unlock mass support for international investment in climate and development?
Research consisted of a poll of 30,000 people across the G7 plus Australia, Argentina, Brazil, India, Indonesia, Kenya, Nigeria and South Africa.
Respondents in the majority of countries believe funding climate action is either a requirement or a good investment in our future.
There is high support for making loans more affordable for emerging economies, to enable them to fight climate change and improve health, education and livelihoods.
Two politically influential and persuadable mass audience segments identified.
How we talk about investing in action really matters. Communicating in the right way can substantially increase support, by up to 20%.
RESEARCH INSIGHTS
WE NEED TO MOTIVATE THE MASSES IN THE MIDDLE
We’ve identified two influential and persuadable groups of people with centre and centre-right political views.
‘Soft Right’ and ‘Middle Class Moderates’ are open to voices from both sides of the political spectrum and are not opposed to investing in climate and development.
Their voices carry significant weight in domestic politics.
Start with what they care about
Effective comms tactics to win support 1/6
We know we face a climate emergency but most people are preoccupied with immediate concerns such as paying bills, finding a job or dealing with healthcare.
Messaging should connect climate and development finance initiatives with their positive impact on living costs, the future economy, and – especially in emerging economies – jobs.
nature can Open the door
Effective comms tactics to win support 2/6
Most people think their government should spend more on nature restoration and tackling the cost of living, more than climate change or giving aid to poorer countries.
Positioning government investment in climate and development as a way of restoring nature and tackling the cost of living can increase support.
Trillions and billions don’t work
Effective comms tactics to win support 3/6
Communicating cost as a percentage of global GDP increased support by an average of 7%.
In some countries, changing the framing increased support
by 10 - 20%.
FIND OUT MORE
TRELLO BOARD
Visit the board to download;
The full research report
Webinar recording
Narrative frames
Social media listening reports
2022 research
GET IN TOUCH
For more information or to arrange a follow up chat, email us hello@blacksands.co.uk
