The environmental movement has been screaming “the world is ending” for decades.
And yet, surveys show that people care even less about the environment today than they did in the 90s.
If you’re an environmentalist, activist, or climate communicator today, it’s hard not to feel hopeless.
But I don’t believe the problem is that “people don’t care.” Rather, there are two issues:
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We resist loss at all costs. The standard messaging around climate change is a story of all the things we’re going to lose in order to save the environment.
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The average person simply doesn’t relate to the biggest, most visible media personalities in climate communication. They are too loud, too extreme, and promote an unattainable lifestyle.
Instead, we need to shift our messaging to tell a powerful, positive story about the green shift that people actually want to be a part of.
Drawing from two decades as a professional communicator and brand storyteller, I’m proposing a radical new communication model for climate communicators to finally stop being ignored and drive major action on climate change.
Peder's Speaker Reel
(2 minutes)
Meet Peder
After 18 years of working in politics and PR in Oslo, I moved to a small town in the south of Norway. I had two young children and wanted to be closer to family, so I took a job at a small PR firm in Arendal.
One of my new colleagues started a sustainable electric boating festival and asked me to help design a communication campaign to promote the festival as a positive future vision.
I met engineers and designers excited to show cool, environmentally friendly alternatives to gas-powered boats. The tone was upbeat and enthusiastic.
And that's when it hit me:
Why isn't this the tone and voice of the green shift?
Today, the dominant public perception of climate action is negative and depressing:
"Be ashamed of yourselves!"
"The world will be burning for your kids!"
"Your plastic water bottles are killing the planet!"
And it's not working.
Nearly 20 years as a strategic communicator in politics and PR has taught me that aggressive negative messaging doesn't motivate people, it simply overwhelms them. In some cases, it drives people to do the exact opposite.
If only there were a way to communicate about climate change that felt as upbeat and enthusiastic as that boating festival.
Is it possible to drive massive action on climate change by abandoning the "doom-and-gloom" narrative of the last three decades, and instead telling a positive story that people actually want to be a part of?
"Peder has in-depth knowledge of the green shift and why traditional climate communication has failed. He is a superb storyteller and represents a much-needed new communication model for driving climate action."
- Per Espen Stoknes, bestselling author, TED Global speaker and director of the Centre for Green Growth at the Norwegian Business School.
KEYNOTE
Beyond Fear
How to Communicate About Climate Without Making People Feel Hopeless
The environmental movement has been screaming “the world is ending” for decades. And yet, surveys show that people care even less about the environment today than they did in the 90s.
But we don’t resist change; we resist loss. If we really want to save the planet, environmentalists need to start listening to what organizations are really concerned about - and it’s not what you think.
In this keynote, Peder Tellefsdal explores a radical new communication model, so that we can save the planet, whether the public cares about it or not.
Peder has worked with
Testimonials
"Peder can speak about a complex topic in a way that truly resonates with the audience, and his delivery was outstanding!"
- Linn Juul-Petersen, Event organizer, TEDxArendal
“Peder is positive, energetic, and highly knowledgeable. He provides solid content combined with good and relevant practical takeaways, giving the audience a truly engaging learning experience.”
- Marit Sjovaag, Associate Professor, Norwegian Business School, Event Organizer Green Growth Conference
“Peder will make any event organizer look like a rock star!”
- Brian Miller, Founder & Principal Consultant, Clarity Up Consulting
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