Inspirational motifs like windmills are more effective than polar bears in engaging people about climate change, according to new research focused on the best way to communicate climate change.
"Communicators need to move away from the traditional images of polar bears or fear-laden imagery to find new, inspirational motifs to engage people with climate change," says Dr. Kate Manzo of Newcastle University.
"My research has uncovered a variety of possibilities - such as windmills as icons of renewable energy - as well as alternatives to documentary photography as the dominant form of climate change communication.
"A recent study of American public perception showed that fewer people are convinced of the reality of climate change, and of those that are only 36% attribute it to human activity.
"This shows the variance of levels of climate change knowledge and understanding, which effects how people behave in response.
"It also highlights the need for strategies to boost the cognitive and behavioural elements of climate change engagement without resorting to methods such as fear appeals that are, at best, a double edged sword."
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