How to transform apocalypse fatigue into action on global warming
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0:01 - 0:04How do we get people engaged
in solving global warming? -
0:05 - 0:09I'd like to start with running
two short experiments with you all. -
0:11 - 0:16So your task is to notice
if you feel any difference as I speak. -
0:16 - 0:17OK?
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0:18 - 0:19Here we go.
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0:20 - 0:23We are seeing rising
carbon dioxide levels, -
0:23 - 0:26now about 410 ppms.
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0:27 - 0:30To avoid the RCP 8.5 scenario,
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0:30 - 0:32we need rapid decarbonization.
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0:33 - 0:35The global carbon budget
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0:35 - 0:39for 66 percent likelihood
to meet the two-degree target -
0:39 - 0:41is approximately 800 gigatons.
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0:44 - 0:46(Laughter)
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0:46 - 0:48OK, now let me try something else.
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0:50 - 0:54We are heading for an uninhabitable earth:
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0:55 - 0:57monster storms,
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0:57 - 0:58killer floods,
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0:58 - 1:01devastating wildfires,
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1:01 - 1:04crazy heat waves that will cook us
under a blazing sun. -
1:07 - 1:102017 is already so unexpectedly warm,
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1:11 - 1:13it's freaking out climate scientists.
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1:13 - 1:17We have a three-year window
to cut emissions, three years. -
1:17 - 1:21If not, we will soon live
in a boiling earth, a hellhole. -
1:24 - 1:26OK. So --
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1:26 - 1:28(Applause)
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1:28 - 1:29Now your task:
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1:31 - 1:34How did these ways
of speaking make you feel? -
1:34 - 1:38The first, detached maybe
or just confused? -
1:38 - 1:39What's this guy talking about?
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1:40 - 1:43The other, fearful or just numb?
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1:45 - 1:46So again, the question I asked:
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1:46 - 1:50How do we get people engaged
in solving global warming? -
1:50 - 1:53And why don't these two ways
of communicating work? -
1:54 - 1:58You see, the biggest obstacle
to dealing with climate disruptions -
1:58 - 2:00lies between your ears.
-
2:01 - 2:05Building on a rapidly growing body
of psychology and social science, -
2:05 - 2:09I spent years looking
into the five inner defenses -
2:09 - 2:11that stop people from engaging.
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2:12 - 2:16When people hear news about the climate
coming straight at them, -
2:16 - 2:18the first defense comes up rapidly:
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2:19 - 2:20distance.
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2:21 - 2:23When we hear about the climate,
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2:23 - 2:25we hear about something
far away in space -- -
2:25 - 2:27think Arctic ice, polar bears --
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2:27 - 2:30far away in time -- think 2100.
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2:31 - 2:35It's huge and slow-moving --
think gigatons and centuries. -
2:36 - 2:39So it's not here. It's not now.
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2:41 - 2:43Since it feels so far away from me,
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2:43 - 2:45it seems outside my circle of influence,
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2:47 - 2:48so I feel helpless about it.
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2:48 - 2:50There's nothing I can do.
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2:51 - 2:52In our everyday lives,
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2:52 - 2:55most of us prefer to think
about nearer things, -
2:55 - 2:58such as our jobs, our kids,
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2:58 - 3:00how many likes we get on Facebook.
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3:00 - 3:02Now, that, that's real.
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3:04 - 3:07Next defense is doom.
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3:08 - 3:11Climate change is usually framed
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3:11 - 3:13as a looming disaster,
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3:13 - 3:16bringing losses, cost and sacrifice.
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3:16 - 3:17That makes us fearful.
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3:18 - 3:22But after the first fear is gone,
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3:22 - 3:26my brain soon wants
to avoid this topic altogether. -
3:26 - 3:30After 30 years of scary
climate change communications, -
3:30 - 3:35more than 80 percent of media articles
still use disaster framings, -
3:35 - 3:37but people habituate to and then --
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3:39 - 3:41desensitize
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3:41 - 3:42to doom overuse.
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3:42 - 3:46So many of us are now suffering
a kind of apocalypse fatigue, -
3:47 - 3:50getting numb from too much collapse porn.
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3:52 - 3:55The third defense is dissonance.
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3:55 - 3:58Now, if what we know,
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3:58 - 4:00that fossil fuel use
contributes to global warming, -
4:00 - 4:03conflicts with what we do --
drive, fly, eat beef -- -
4:03 - 4:05then so-called
cognitive dissonance sets in. -
4:06 - 4:08This is felt as an inner discomfort.
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4:08 - 4:10We may feel like hypocrites.
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4:11 - 4:12To get rid of this discomfort,
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4:13 - 4:16our brain starts coming up
with justifications. -
4:16 - 4:18So I can say, for instance,
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4:18 - 4:21"My neighbor, he has
a much bigger car than I do." -
4:22 - 4:26Or, "Changing my diet
doesn't amount to anything -
4:26 - 4:28if I am the only one to do it."
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4:30 - 4:33Or, I could even want
to doubt climate science itself. -
4:33 - 4:37I could say, "You know,
climate is always changing." -
4:39 - 4:42So these justifications
make us all feel better, -
4:42 - 4:45but at the expense
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4:45 - 4:47of dismissing what we know.
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4:47 - 4:50Thus, behavior drives attitudes.
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4:52 - 4:55My personal cognitive dissonance comes up
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4:55 - 4:58when I recognize that I've been
flying from Oslo to New York -
4:58 - 4:59and back to Oslo
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4:59 - 5:02in order to speak about the climate.
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5:02 - 5:04(Laughter)
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5:04 - 5:05For 14 minutes.
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5:05 - 5:09(Laughter)
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5:09 - 5:12So that makes me
want to move on to denial. -
5:12 - 5:14(Laughter)
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5:14 - 5:16So if we keep silent,
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5:16 - 5:20ignore or ridicule facts
about climate disruptions, -
5:20 - 5:23then we might find inner refuge
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5:23 - 5:24from fear and guilt.
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5:25 - 5:29Denial doesn't really come
from lack of intelligence or knowledge. -
5:29 - 5:32No, denial is a state of mind
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5:32 - 5:35in which I may be aware
of some troubling knowledge, -
5:35 - 5:37but I live and act as if I don't know.
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5:39 - 5:41So you could call it
a kind of double life, -
5:41 - 5:43both knowing and not knowing,
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5:43 - 5:45and often this is reinforced by others,
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5:45 - 5:47my family or community,
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5:47 - 5:50agreeing not to raise this tricky topic.
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5:51 - 5:53Finally, identity.
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5:55 - 5:57Alarmed climate activists
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5:59 - 6:01demand that government takes action,
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6:01 - 6:04either with regulation or carbon taxes.
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6:04 - 6:06But consider what happens
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6:06 - 6:09when people who hold
conservative values, for instance, -
6:09 - 6:13hear from an activist that government
ought to expand even further. -
6:15 - 6:17Particularly in rich Western democracies,
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6:17 - 6:20they are then less likely
to believe that science. -
6:21 - 6:23How is that?
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6:23 - 6:26Well, if I hold conservative
values, for instance, -
6:26 - 6:31I probably prefer big proper cars
and small government -
6:31 - 6:34over tiny, tiny cars and huge government.
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6:35 - 6:39And if climate science comes and then says
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6:39 - 6:41government should expand further,
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6:41 - 6:44then I probably
will trust that science less. -
6:46 - 6:48In this way, cultural identity
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6:49 - 6:51starts to override the facts.
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6:51 - 6:53The values eat the facts,
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6:54 - 6:57and my identity trumps truth any day.
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6:59 - 7:04So, after recognizing
how these five D's kill engagement, -
7:04 - 7:06how can we move beyond them?
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7:07 - 7:11New research shows
how we can flip these five defenses -
7:11 - 7:13over into key success criteria
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7:13 - 7:15for a more brain-friendly
climate communication. -
7:17 - 7:20So this is where it gets really exciting
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7:20 - 7:22and where we find the five S's,
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7:23 - 7:27the five evidence-based solutions
for what does work. -
7:28 - 7:31First, we can flip distance to social.
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7:32 - 7:35We can make climate feel
near, personal and urgent -
7:35 - 7:38by bringing it home,
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7:39 - 7:42and we can do that
by spreading social norms -
7:42 - 7:44that are positive to solutions.
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7:44 - 7:46If I believe my friends or neighbors,
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7:46 - 7:48you guys, will do something,
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7:48 - 7:49then I will, too.
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7:50 - 7:53We can see, for instance,
this from rooftop solar panels. -
7:53 - 7:56They are spreading from neighbor
to neighbor like a virus. -
7:56 - 7:58It's contagious.
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7:58 - 8:01This is the power of peer-to-peer
creating the new normal. -
8:02 - 8:05Next, we can flip doom to supportive.
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8:06 - 8:08Rather than backfiring frames
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8:08 - 8:10such as disaster and cost,
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8:11 - 8:14we can reframe climate
as being really about human health, -
8:17 - 8:21for instance, with plant-based
delicious burgers, -
8:21 - 8:23good for you and good for the climate.
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8:23 - 8:27We can also reframe climate
as being about new tech opportunities, -
8:27 - 8:30about safety and about new jobs.
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8:31 - 8:34Solar jobs, for instance,
are seeing an amazing growth. -
8:34 - 8:36They just passed
the three million jobs mark. -
8:37 - 8:40Psychology says,
in order to create engagement, -
8:40 - 8:43we should present, on balance,
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8:43 - 8:46three positive or supportive framings
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8:46 - 8:48for each climate threat we mention.
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8:49 - 8:50Then we can flip dissonance
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8:51 - 8:53to simpler actions.
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8:54 - 8:55This is often called nudging.
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8:55 - 8:59The idea is, by better
choice architecture, -
9:01 - 9:04we can make the climate-friendly behaviors
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9:05 - 9:06default and convenient.
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9:07 - 9:10Let me illustrate this. Take food waste.
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9:10 - 9:14Food waste at buffets goes way down
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9:14 - 9:17if the plate or the box size
is reduced a little, -
9:17 - 9:21because on the smaller plate it looks full
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9:21 - 9:23but in the big box it looks half empty,
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9:23 - 9:25so we put more in.
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9:25 - 9:28So smaller plates make
a big difference for food waste. -
9:28 - 9:31And there are hundreds
of smart nudges like this. -
9:31 - 9:35The point is, dissonance goes down
as more behaviors are nudged. -
9:36 - 9:39Then we can flip denial
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9:39 - 9:43by tailoring signals
that visualize our progress. -
9:43 - 9:46We can provide motivating feedback
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9:46 - 9:48on how well we're doing
with our problem-solving. -
9:49 - 9:51Say you improved your transport footprint
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9:51 - 9:54or cut energy waste in your buildings.
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9:54 - 9:58Then one app that can
share this well is called Ducky. -
9:58 - 10:00The idea is, you log your actions there,
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10:00 - 10:04and then you can see how well
your team or company is doing, -
10:04 - 10:06so you get real-time signals.
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10:07 - 10:09Finally, identity.
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10:10 - 10:12We can flip identity with better stories.
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10:14 - 10:16Our brain loves stories.
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10:17 - 10:19So we need better stories
of where we all want to go, -
10:19 - 10:22and we need more stories
of the heroes and heroines -
10:22 - 10:26of all stripes that are
making real change happen. -
10:28 - 10:31I'm proud that my hometown of Oslo
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10:31 - 10:36is now embarking on a bold journey
of electrifying all transport, -
10:36 - 10:39whether cars, bikes or buses.
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10:39 - 10:42One of the people
spearheading this is Christina Bu. -
10:43 - 10:46She is heading the Electric
Vehicle Association for years -
10:47 - 10:49and she has been fighting every day.
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10:49 - 10:53Now, the UK and France, India and China
have also announced plans -
10:53 - 10:56for ending the sales of fossil cars.
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10:56 - 10:58Now, that's massive.
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10:58 - 11:03And in Oslo, we can see
how enthusiastic EV owners -
11:03 - 11:06go and tell their electric stories
to friends and neighbors -
11:06 - 11:08and bring them along.
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11:08 - 11:11So we come full circle
from story back to social. -
11:14 - 11:17So thousands of climate communicators
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11:17 - 11:19are now starting to use these solutions
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11:19 - 11:20all over the world.
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11:21 - 11:24It is clear, however,
that individual solutions -
11:24 - 11:27are not sufficient
to solving climate alone, -
11:28 - 11:33but they do build
stronger bottom-up support -
11:34 - 11:37for policies and solutions that can.
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11:37 - 11:40That is why engaging people is so crucial.
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11:42 - 11:44I started this talk
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11:44 - 11:48with testing two ways
of communicating climate with you. -
11:50 - 11:52There is another way, too,
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11:52 - 11:53I'd like to share with you.
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11:54 - 11:57It starts with reimagining climate itself
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11:57 - 11:58as the living air.
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11:59 - 12:02Climate isn't really
about some abstract, distant climate -
12:02 - 12:03far, far away from us.
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12:03 - 12:06It's about this air that surrounds us.
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12:07 - 12:10This air, you can feel in this room, too,
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12:10 - 12:13the air that moves
right now in your nostrils. -
12:14 - 12:16This air is our earth's skin.
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12:17 - 12:19It's amazingly thin,
-
12:19 - 12:24compared to the size of the earth
and the cosmos it shields us from, -
12:24 - 12:27far thinner than the skin of an apple
-
12:27 - 12:29compared to its diameter.
-
12:30 - 12:32It may look infinite when we look up,
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12:33 - 12:38but the beautiful, breathable air
is only like five to seven miles thin, -
12:38 - 12:42a fragile wrapping around a massive ball.
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12:44 - 12:45Inside this skin,
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12:46 - 12:48we're all closely connected.
-
12:49 - 12:51The breath that you just took
-
12:51 - 12:56contained around 400,000
of the same argon atoms -
12:56 - 12:59that Gandhi breathed during his lifetime.
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13:01 - 13:04Inside this thin,
fluctuating, unsettled film, -
13:04 - 13:08all of life is nourished,
protected and held. -
13:09 - 13:11It insulates and regulates temperatures
-
13:11 - 13:15in a range that is just right
for water and for life as we know it, -
13:15 - 13:18and mediating between
the blue ocean and black eternity, -
13:19 - 13:22the clouds carry
all the billions of tons of water -
13:22 - 13:24needed for the soils.
-
13:24 - 13:27The air fills the rivers,
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13:27 - 13:29stirs the waters,
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13:29 - 13:30waters the forests.
-
13:31 - 13:33With a global weirding of the weather,
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13:33 - 13:37there are good reasons
for feeling fear and despair, -
13:39 - 13:44yet we may first grieve
today's sorry state and losses -
13:44 - 13:49and then turn to face the future
with sober eyes and determination. -
13:51 - 13:53The new psychology of climate action
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13:54 - 13:57lies in letting go, not of science,
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13:57 - 14:00but of the crutches
of abstractions and doomism, -
14:01 - 14:03and then choosing to tell the new stories.
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14:04 - 14:05These are the stories
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14:05 - 14:09of how we achieve drawdown,
the reversing of global warming. -
14:09 - 14:12These are the stories of the steps we take
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14:13 - 14:17as peoples, cities, companies
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14:17 - 14:18and public bodies
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14:18 - 14:20in caring for the air
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14:20 - 14:23in spite of strong headwinds.
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14:24 - 14:26These are the stories of the steps we take
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14:26 - 14:30because they ground us
in what we are as humans: -
14:31 - 14:35earthlings inside this living air.
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14:37 - 14:38Thank you.
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14:38 - 14:41(Applause)
- Title:
- How to transform apocalypse fatigue into action on global warming
- Speaker:
- Per Espen Stoknes
- Description:
-
The biggest obstacle to dealing with climate disruptions lies between your ears, says psychologist and economist Per Espen Stokes. He's spent years studying the defenses we use to avoid thinking about the demise of our planet -- and figuring out a new way of talking about global warming that keeps us from shutting down. Step away from the doomsday narratives and learn how to make caring for the earth feel personable, do-able and empowering with this fun, informative talk.
- Video Language:
- English
- Team:
- closed TED
- Project:
- TEDTalks
- Duration:
- 15:00
Brian Greene edited English subtitles for How to transform apocalypse fatigue into action on global warming | ||
Brian Greene approved English subtitles for How to transform apocalypse fatigue into action on global warming | ||
Brian Greene edited English subtitles for How to transform apocalypse fatigue into action on global warming | ||
Joanna Pietrulewicz accepted English subtitles for How to transform apocalypse fatigue into action on global warming | ||
Joanna Pietrulewicz edited English subtitles for How to transform apocalypse fatigue into action on global warming | ||
Joanna Pietrulewicz edited English subtitles for How to transform apocalypse fatigue into action on global warming | ||
Joseph Geni edited English subtitles for How to transform apocalypse fatigue into action on global warming |