Executive Summary

• The power of narrative
• Data vs Beliefs
• Best practices for engaging reluctant audiences
• Common pitfalls to be wary of

If you have not yet read Part 1: The End of Growth available free to all readers, please click here to read it first.

Talking to people about the ways in which we are killing off life on Earth is not easy.

Better people than I have thrown themselves at it and failed. James Hanson recently got to reflect on his 30-year attempt to use data to persuade governments and the public that climate change is real and dangerous. Looking back, Hansen now says that he regrets not being “able to make this story clear enough for the public.”

I think his shortcoming had nothing to do with making the case clearly enough, but instead was rooted in not appreciating how people don’t change their behavior based on data. We change our actions after our beliefs change.

As Mahatma Gandhi famously said:

(Source)

If we want a different destiny, either individually or collectively, then we have to shift the beliefs. That’s where it all starts.

It’s Not About Data

In our seminars we often call this part “How to talk to a reluctant partner” but you could just as easily swap out “partner” with colleague, friend, neighbor, or family.

The main difficulty in communicating is that many people mistakenly believe that it is the substance of an argument, or the data that will sway the other person. Nothing could be further from the truth.

Data has zero effect in moving people from point A to point B. If the data confirms their preexisting beliefs, that’s nice, but they were at point A and they are now more firmly entrenched at point A.

If the data runs counter to a strongly held belief then, paradoxically, it too will serve to further reinforce and entrench that belief. Say what? Yep, and it goes by the name “backfire effect.”

The Backfire Effect

The Misconception: When your beliefs are challenged with facts, you alter your opinions and incorporate the new information into your thinking.