Why You Should (Only) Talk To Women About Climate Change
This column is an opinion from Sarah Lazarovic, the vice president of marketing at Clean Prosperity, a climate policy organization. For more information about CBC's Opinion section, please see the FAQ.
In marketing you spend your money where you'll get the most lift for the least dollars. You want to talk to the persuadables, the people most likely to care about your cause or product.
As a climate communicator, watching the data roll in across studies and marketing research, I scan for patterns, and look for my most accessible audiences. And I'm not alone in seeing an emerging and increasingly undeniable fact — the people we need to talk to most about the climate crisis are women.
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Veteran marketer John Marshall of Potential Energy Coalition, a climate creative strategy nonprofit, puts it most bluntly: "Get more for your money. If we focus on women, we can persuade twice as many people for the same resources."
