3.1 The ‘values-based’ approach

Activity 3.1: Introducing the values-based approach

Timing: This activity should take approximately 35 minutes
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Chris responds to the final question: ‘How can you use language to connect with the values that really matter to people?’ in the following video extract (around 1 and a half minutes):

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Transcript

Connecting to values that matter

[MUSIC PLAYING]

[How can you use language to connect with the values that really matter to people?]

CHRISTOPHER SHAW
We have been working to help communicate, for example, most recently, language around net zero. And the recent IPCC report about the need to limit warming to 1 and 1/2 degrees says the country must reduce its emissions of carbon dioxide to zero by 2050. Now as I've just been saying, that's a message that won't really resonate with the public. So how do we get that idea to the public? How do we connect that to the values that matter to people?
And what we've used and what we've identified is issues around restoring the countryside of Britain, that looking after the countryside of Britain is very important, and net zero will mean growing forests to soak up some of the carbon. So that's a really strong message about restoring the British countryside, reducing waste. The British public are very worried about plastics. So we can talk about how a net-zero world is a world where we tackle pollution, where we address these issues. And we talk about responsibility to future generations.
We talk about continuity, how this speaks to our identity in the country. So it's about British identity. It's about our country looking after ourselves rather than trying to talk about it in a way of meeting our obligations under international agreements.

[MUSIC PLAYING]

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Discussion

In the video, Chris explains how Climate Outreach uses a values-based approach to engage with different groups of people, including some that are normally resistant to messages about environmental issues, including climate change. He stresses how important it is to use the right language if you want to these people to take your message seriously. This is because some words, phrases and images are consistent with the values that really matter to people, while others are either less relevant or even contradictory.

Business advisors and clients may draw on different types of personal values, however, it is possible to overcome these differences through a careful use of language. In this short follow-up video, Chris offers a practical example of how you might connect with a particular audience by drawing on appropriate language and imagery.

3 A values-based approach to engagement (1/2): concepts

3.2 The Theory of Basic Human Values