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From Anxiety to Action: How to Use Behavior Change Models in Climate with Melinda Briana Epler

From Anxiety to Action: How to Use Behavior Change Models in Climate with Melinda Briana Epler

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 In this episode of Climate Shifted, host Eva Frye speaks with Melinda Briana Epler, a TED Speaker and behavior change strategist who has worked on national programs with organizations like the American Hospital Association. Melinda is currently authoring a whitepaper on climate communication best practices called Our Moment is Now, out soon. Discover why fear-based climate messaging burns people out, how to move audiences up Maslow's hierarchy of needs to create lasting change, and why listening might be the most powerful tool in a climate communicator's toolkit. Learn practical frameworks for designing user journeys that meet people where they are and guide them toward sustained climate action over time. Full Transcript Found Here Key Topics Covered The Psychology of Climate Motivation Why fear and guilt are unsustainable motivators for climate actionHow to use Maslow's hierarchy of needs in climate communicationsThe importance of moving from fear-based messaging to love and joyBuilding identity-based climate action for lasting change Behavior Change Strategy The "trim tab" approach: finding small actions that create big impactStages of change model: from unconcerned to maintaining actionMeeting people where they are vs. where you want them to beDesigning user journeys for long-term engagement Communication Tactics That Work The power of listening before speakingWhy storytelling beats abstract messagingBuilding trust through community ambassadorsMoving from individual awareness to policy change Bridging Political Divides Whether to engage dismissive audiences or focus on the convertedFinding common ground across political differencesLearning from bipartisan policy successesThe role of trusted messengers in polarized times Standout Quotes "Often people want to just go right to the solution and jump into building awareness... But I would say you need to take a step back to really understand the problem that you're trying to solve." "Fear is a common emotion that can be evoked by climate communications... And it's not a sustainable emotion. That's why climate anxiety is on the rise." "If somebody identifies as somebody that takes climate action, they're much more open to taking other climate actions." "The number one role in communications I would say is listening. First really understanding where people are coming from." Featured Research & Resources Melinda's Climate Communication Research: Our Moment is Now: Best Practices in Climate Communication - Executive summary available now, full research paper coming soon Featured Interview: Nisha Anand on Bipartisan Climate Policy - CEO of Dream.org discusses building bridges across political divides Key Frameworks Mentioned: Stages of Change Model for behavior designMaslow's Hierarchy of Needs for motivationYale's Six Americas climate audience segmentationCommunity-based social marketing approaches Organizations & People Mentioned Dream.org - Nisha Anand's organization focused on bipartisan policy changeAmerican Hospital Association - Partner on national energy efficiency programNature Conservancy - Example of nonpartisan environmental approachGreenpeace - Contrasted as confrontational vs. collaborative approachDr. Katherine Hayhoe - Climate scientist and communication expertDr. Renee Lertzman - Environmental psychologistGeorge Marshall - Author of "Don't Even Think About It"Brené Brown - Researcher on shame and vulnerability Juicy Bits: Key Takeaways for Climate Communicators Start with systems thinking - Find the "trim tab" - the smallest action that creates the biggest impactListen first, speak second - Understanding where people are now is more important than where you want them to beMove beyond fear - Use fear only as an initial trigger, then transition to hope, love, and identity-based motivationDesign for the long term - Create user journeys that move people through stages of change over timeFind trusted messengers - Work with community ambassadors when your audience doesn't trust you directlySeek common ground - Even dismissive audiences can be engaged when you find shared valuesMeasure what matters - Track behavior change, not just awareness metricsSustain yourself - Connect with what brings you joy to avoid burnout in this challenging work Connect with Melinda Website: melindabrianaepler.comLinkedIn: Melinda Briana EplerInstagram: @melindabrianaepler Call to Action Climate communication doesn't have to rely on fear and guilt. Download Melinda's executive summary on climate communication best practices and start designing behavior change campaigns that meet people where they are and guide them toward lasting action. Subscribe to Climate Shifted wherever you listen to podcasts and follow @climateshifted on social media for more expert insights on what actually works to shift hearts and minds on climate.

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