Caroline Fiennes

How to encourage green behaviour

Wednesday, May 18th, 2011 | Uncategorized | No Comments

There was an interesting and thought-provoking piece in Green Futures last week about changing people’s behaviour in order to prevent climate change, rather than simply raising awareness – as we’ve said many times before, climate change does not have an awareness problem, it has a marketing problem.

The piece describes behaviour change as “the holy grail” of sustainability. We would wholeheartedly agree with that, which is why Global Cool focuses its campaigns on getting people to make green lifestyle choices based on things that motivate them – mainly celebrity, sex, looking and feeling great.

Global Cool’s Executive Director, Caroline Fiennes, is quoted in the piece. You can read it in full here.

Do you agree or disagree? We’d love to know why so let us know in the comments box below…

Climate Week: Green comms need to reach those not interested in “doing their bit” too

Thursday, March 24th, 2011 | Uncategorized | No Comments

This week is Climate Week, aimed at people “wanting to do their bit to help combat climate change.” At Global Cool we aim to reach people who are not interested in “doing their bit”. That’s why we’ve launched a paper and a TEDx video (below) this week.

The group of people who are untouched by events like Climate Week are in the majority – so although climate change no longer has an awareness problem, it does have a marketing problem. If we’re to make the necessary cuts in emissions, we need everybody to take up low-carbon lifestyles, not just those who want to “do their bit”.

Remember that old adage “if what you’re doing isn’t working, you’d better do something else”? Well, for two years now, Global Cool has been doing something else – ‘selling’ low-carbon behaviours by focusing on the benefits to the individual.

Global Cool’s new paper – Selling Green Lifestyles: Results from Two Years’ Innovation – discusses the theory underlying our approach, the results of our campaigns (which we’re meticulous about measuring) and the key learnings. It’s not an arduous read: only six pages, and that includes a load of pictures & graphs.

The video is Global Cool’s Executive Director Caroline Fiennes presenting this approach recently at TEDx – learning lessons from iPhones, Kindles, scooters, dental care and jokes.

We’re sharing this material with you – our peers and partners – in the hope that it is helpful for you, so please do forward it around liberally. We would love your thoughts and reactions.

To view the white paper, please click here

Global Cool talking about climate change at the National Theatre

Wednesday, January 26th, 2011 | Uncategorized | No Comments

Caroline Fiennes, our CEO, spoke last week at the National Theatre, on a programme to engage and inform young people about major global issues. The programme includes 16-19 year olds, from state schools in every London borough, and covers climate change, politics and activism, as well as individual/consumer behaviour and the relationship between them. It challenges young people to think seriously about their role in their communities, both local and global. The programme also places their responses to this challenge, their ideas and their creative practice, at the heart of one of the world’s leading artistic organisations.

Firstly, Caroline covered – and got the students to do loads of interactive exercises around – how climate change requires a large range of solutions (on both reducing demand for energy – which is what Global Cool does –and looking for alternative supply sources).

“My experience is that the ‘climate change industry’ is full of people with ‘the solution’: it’s wave, it’s wind, it’s this light electric vehicle, it’s about population control. In fact, we need the whole lot – because this challenge is so massive. As a former colleague of mine says: “the answer is AND”. So the first point for the young people was to put all these ‘solutions’ in context: showing that demand for energy in the UK exceeds the amount we can produce from non-carbon-intensive sources – to we better look to fix both supply and demand.” We drew a lot on the data handily provided for free by Prof. David MacKay in his book Sustainable Energy: Without Hot Air (which you can download for free here).

Secondly, she covered how Global Cool works – ie, our techniques for reducing demand by changing consumer behaviour. Make it attractive to the individual and make it easy for them! We explain Global Cool’s objectives and approach here and in this article in the Ecologist.

Global Cool’s presentation went down well. Organiser (and author) Jean McNeil said: “Speaking with the kids during our break they said they loved it – they felt you were very down to earth and positive about low carbon lifestyles. It has probably inspired them more than any other single talk we have had.”

Global Cool featured in The Ecologist

Wednesday, January 12th, 2011 | Uncategorized | No Comments

Caroline Fiennes Global Cool The EcologistWe were delighted when our Executive Director, Caroline Fiennes, was interviewed as part of The Ecologist’s ‘Campaign Hero’ series.

You can read the interview with Caroline Fiennes in The Ecologist in full here

As well as talking about our campaigns and what we’ve learned about promoting low-carbon living over the last two years, we were also given the opportunity to set out our theory of change, which is at the core of all our campaigning work – whether it’s promoting flight-free holidays, encouraging people to use public transport or showing people how to use energy more efficiently in the home.

It’s particularly great to be featured along side some of The Ecologist’s previous campaign heroes, including Joss Garman of Plane Stupid, Richard Miller of Action Aid UK, James Thornton of Client Earth, Simon Birkett of the of the Campaign for Clean Air in London and Margaret Mar.

We run Global Cool, the only online magazine in the UK truly inspiring the mainstream to live greener

We create content about music, fashion, celebrity and lifestyle trends. We use this content to inspire people normally turned off by climate change to lead greener lives. We reached more than 200,000 people in 2011 and we don't preach to the converted. In fact, 93% of our audience say we are the only green organisation they engage with.

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