Sell the sizzle

Climate change is no longer a scientist’s problem, it’s now a salesman’s problem. In its latest publication Futerra calls upon government spokespeople, climate campaigners and business advertisers to stop selling visions of hell. Instead they must create and sell a vision of a 'low carbon heaven’. Futerra's reasoning: When selling a sausage, it's the sizzle that counts, the sound and smell - otherwise you're selling a dead pig. Unfortunately on climate change it's passed-away pork we've been flogging, so maybe a bit of sizzle might help... The second metaphor Futerra uses is 'hell does not sell'. Until now we have been selling climate change as hell (rising sea levels, extreme wheather events etc.) and people are not buying it. They tend to conveniently deny it. In Sell the Sizzle Futerra points out a new framework for climate change messages: a positive vision, the choice to avoid hell, a plan and first steps. I would say a must read for communicators all over the world.