Britain Talks Climate - Executive Summary - Branding Guidelines

And there is widespread recognition that the UK should be one of the most ambitious countries in the world in tackling climate change, and that doing so could unlock new economic opportunities and jobs. [...] But the better we understand the British public – the tensions among different segments, and the communal beliefs and values that unite us – the better equipped advocates will be to design work in a way that ensures the whole is greater than the sum of its parts. [...] 5 Why ‘Britain Talks Climate’? By creating a shared, strategic understanding of the British public, Britain Talks Climate aims to equip campaigners and communicators with the tools they need to strengthen the whole of society consensus for climate action and avoid a culture war on climate change. [...] 6 Understanding commonality and difference on climate The better we understand the British public – the tensions among different segments, and the beliefs and values that unite us – the better equipped campaigners and communicators will be to engage people in a way that ensures the whole is greater than the sum of its parts. [...] 7 Building cross-societal engagement In the wake of the changes forced into existence by Covid-19, and with the critical UN climate summit (COP26) still ahead of us, now is the time to take stock, to question our assumptions and to design communications to start from ‘where people are’ rather than ‘where we want them to be’.