Connecting with audiences based on the values that are behind a desired activity/behavior can be more powerful than highlighting benefits to the audience. This values-driven approach has been shown to have more impact than ‘saving the environment’ or even ‘cost savings’ messages, according to the founder of Climate Outreach, George Marshall, who presented at Behavior, Energy and Climate Change conference (BECC). (See a synopsis of Arlene’s ‘Public Engagement through Art’ presentation on our previous newsletter.)
For example, instead of touting the cost-savings and environmental benefits of home insulation, consider:
“Your home is great. It’s where you bring up your family. It’s where you share some of the best moments of your life. You want to keep it cozy. Insulation is a good way to do that.”
This ‘audience first’ approach closely resembles ‘Start with Why’ and the design and communication processes that I use in practice, and with my students.
In our communication work, we orient every aspect of a message around the intended recipient: story structure, visual style, and language used. So, I can relate to focusing on an audience’s need.
Marshall’s presentation made the point that prioritizing the audiences’ values (even above the benefits of a product/service) throughout this messaging, can create impact on sustainability-related behavior change.