Published on 25 Sep 2021

When the alarm bells on climate change backfire

TODAYonline, 25 Aug -

It has become commonplace for climate change activists, organisations, and the media to propagate doomsday scenarios of climate change. However, Dr Benjamin Detenber, a communications expert from NTU, said that climate messaging must be tailored to different audiences as people are not motivated the same way. For example, the prospect of animals going extinct can be played up among nature lovers while the prospect of cost-savings from sustainability measures can be emphasised among those who are budget-conscious.