The practice of tailoring a political message to a particular group is commonplace, of course. But the climate activist community has broadly failed to understand just how differently conservatives and liberals see the world on certain issues, and, as a result, just how radically different messages targeting conservatives should look.Related StoriesHow to Win Your Next Political ArgumentAwareness Is Overrated
“Although climate scientists update, appropriately, their models after ten years of evidence, climate-science communicators haven’t,” said Dan Kahan, a professor of law and psychology at Yale who studies how people respond to information challenging their beliefs. Luckily, social and political psychologists are on the case. “I think there’s an emerging science of how we should talk about this if we’re going to be effective at getting any sort of movement,” said Robb Willer, a sociologist at Stanford.