Why have we created this guide?

Showing examples of sustainable high-impact habits can have a positive impact on audiences.

With help from experts in research and academia, we’ve put together a pocket guide of practical tips for featuring climate content in all genres.

A range of psychological and external factors affect an audience’s response to content. Merely providing audiences with information is not enough to change behaviour.

We need to tap into their existing values, attitudes and social norms. Habits are often the most important factor affecting behaviour.

*Some of the information in the pocket guide was taken from research conducted by Ipsos – the research paper can be found here.

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