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I think the key is making sure you can break things down as they apply to people’s everyday experiences. If you can convey why driving less impacts someone’s pocketbook while also mentioning something like air quality, I doubt you’d get so much doom and gloom feedback.
"The scarier the message, the more people who are committed to viewing the world as fundamentally stable and fair are motivated to deny it," agreed Matthew Feinberg, a doctoral student in psychology and coauthor of the study. But if scientists and advocates can communicate their findings in less apocalyptic ways, and present solutions to global warming, Willer said, most people can get past their skepticism.