Climate change is arguably the greatest threat in the history of humankind.
Despite this fact, activists do a really bad job at telling the story, spreading the idea and changing minds. Scientists are worse. (Yes, Al is the exception here.) It's a noble notion that on some level ideas should speak for themselves. But that doesn't bring home the change bacon, now does it?
Marketing climate change is not just necessary, it's the only way.
"Global warming" and "greenhouse gases"...this could almost pass for jargon in a travel agent's sales pitch. Sure doesn't sound like the end of the world as we know it.
In a culture where we feed voraciously on immediacy, impact and drama, +0.19 OC per decade, well, isn't going to cut it.
If you find yourself wondering why no one is taking you seriously even though you're certain you have something worth talking about, it's because how you tell your story matters, more than ever.
Message delivery should be a visual and auditory feast, complete with emotionally-compelling whipped topping (or bacon if you're into that) -- Inevitable global catastrophe is simply not as impactful represented as equations and line charts.
Not when you're trying to save the world.