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Don't Even Think About It: Why Our Brains Are Wired to Ignore Climate Change, by George Marshall
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Most of us recognize that climate change is real yet we do nothing to stop it. What is the psychological mechanism that allows us to know something is true but act as if it is not? George Marshall's search for the answers brings him face to face with Nobel Prize-winning psychologists and Texas Tea Party activists; the world's leading climate scientists and those who denounce them; liberal environmentalists and conservative evangelicals. What he discovers is that our values, assumptions, and prejudices can take on lives of their own, gaining authority as they are shared, dividing people in their wake.
With engaging stories and drawing on years of his own research, Marshall argues that the answers do not lie in the things that make us different, but rather in what we share: how our human brains are wired--our evolutionary origins, our perceptions of threats, our cognitive blind spots, our love of storytelling, our fear of death, and our deepest instincts to defend our family and tribe. Once we understand what excites, threatens, and motivates us, we can rethink climate change, for it is not an impossible problem. Rather, we can halt it if we make it our common purpose and common ground. In the end, Don't Even Think About It is both about climate change and about the qualities that make us human and how we can deal with the greatest challenge we have ever faced.
- Sales Rank: #26487 in Books
- Published on: 2015-08-18
- Released on: 2015-08-18
- Original language: English
- Number of items: 1
- Dimensions: 8.19" h x .76" w x 5.53" l, .79 pounds
- Binding: Paperback
- 272 pages
Review
“[Marshall] offers advice on confronting climate change head on, stepping away from Green Guilt, and putting potentially world-saving policies into action.” ―The Boston Globe
“Intelligent and genial . . . In the end, Marshall is neither fatalistic nor idealistic about our chances of survival. Yes, he says, we're wired to ignore climate change. But we're also wired to do something about it.” ―Washington Post
“Clearly we're not responding to the reality of climate change with the speed the crisis requires. This book explains some of the reasons that could be--and how we might work around them in the short time that we have.” ―Bill McKibben, author of Eaarth
“The science of climate change is easy: burning fossil fuels creates greenhouse gasses that are warming our world. George Marshall reminds us about the hard part: connecting the wellhead to the tailpipe in people's minds as soon as possible. Please read this book, and think about it. Let's get to work.” ―Bill Nye
“Illuminating and important--makes clear why we continue down a dangerous path of increasing climate disruption, even when attractive, hospitable, alternative paths are available.” ―James Hansen, author of Storms of My Grandchildren and Former Director of NASA Goddard Institute for Space Studies
“George Marshall is one of the most interesting, challenging and original thinkers on the psychology of our collective climate denial. If his advice were heeded, we might just have the courage to look unblinkingly at this existential crisis, and then to act.” ―Naomi Klein, author of This Changes Everything and The Shock Doctrine
“Enlightening.” ―Publishers Weekly
“A real soul searching challenge for us all. Marshall illuminates the path to embarking on a heroic quest for a just and equitable world. A sobering, yet hopeful book.” ―Frank DiSalvo, Director of the Atkinson Center for a Sustainable Future, Cornell University
“In 42 engaging, bite-size chapters, Marshall presents the psychological research demonstrating why climate change simply doesn't feel dangerous enough to justify action and how we can trick our brains into changing our sense of urgency about the problem. His work is a much needed kick in the pants for policymakers, grassroots environmentalists, and the public to induce us to develop effective motivational tools to help us take action to face the reality of climate change before it's too late.” ―Booklist
“Fantastic.” ―Grist
“Essential reading for everyone interested in communicating the science of climate change and its urgent policy implications.” ―Critical Angle
“This is not a book to read and put away--but one that merits returning to and engaging with intellectually. Is there a higher compliment that one can give an author?” ―Daily Kos
About the Author
George Marshall founded the Climate Outreach and Information Network and has worked for twenty-five years in the environmental movement, including senior positions for Greenpeace USA and the Rainforest Foundation. He is a leading European expert in climate change communications, is a lead advisor to the Welsh government, and counts major nonprofit organizations, politicians, businesses, and trade unions among his many clients. His website is http://climatedenial.org/.
Most helpful customer reviews
54 of 57 people found the following review helpful.
Or How to go beyond preaching to the choir
By Mark P. Archambault
In this timely and urgently needed book, George Marshall sets out to answer several questions that he poses in the opening chapter: "What explains out ability to separate what we know from what we believe, to put aside the things that seem too painful to accept? How is it possible, when presented with the evidence of our own eyes, that we can deliberately ignore something - while being entirely aware that this is what we are doing?"
Over the course of the book, he explores the psychological and social traits that served us well over millions of years of our evolution on the savannas of Africa, but which are not serving us so well now. These include confirmation bias, present (time) focus, social conformity, group think, procrastination, valuing the messenger over the message, and the different functioning of the rational and emotional brains. He explores these issues with several psychologists and sociologists, who generally believe that climate change is "a threat that our evolved brains are uniquely unsuited to do a damned thing about", as put by Harvard Professor of Psychology Daniel Gilbert.
In order to gain the widest possible perspective on these issues, the author immersed himself into cultures that many environmentalists would consider the belly of the beast of denialism, such as Tea Party meetings and evangelical church congregations. That he is able to uncover important lessons on climate change communication from such unlikely sources is a testament to his open mindedness and humility. He believes we need to listen to everyone, and engage them on their level.
He also points out how many of the approaches taken by environmental activists have proven to be counterproductive, if the goal is to move beyond preaching to the choir. Perhaps the most important of these is the tendency of environmentalists to adhere to the "information deficit" model of communication, which is the belief that if just the right information is provided to people, that they will see the light and act upon that knowledge. Much of the content of the book consists of showing just how completely untrue this is.
He discusses how the early framing of climate change as primarily an environmental issue has caused it to become politicized, which suits the fossil fuel lobby just fine. Those whose social groups reject environmentalism as mainly the purview of egg-headed liberal elites (e.g. Al Gore), have come to distrust the message of human caused climate change because they distrust the messengers.
The author does provide recommendations for effective climate change communication, but without giving away the whole story, this quote on the need to engage both the rational and emotional aspects of our psyches sums them up well: "So, advocates for action on climate change have to do everything they can to speak to both. They need to maintain enough data and evidence to satisfy the rational mind that they are a credible source. They then need to translate that data into a form that will engage and motivate the emotional brain using the tools of immediacy, proximity, social meaning, stories and metaphors that draw on personal experience."
The book is well structured, with many easy to read short chapters that make for easy pacing. He also provides two summary chapters that distill the many points he makes, which I found very useful. My one recommendation is that grouping the 42 short chapters into larger sections would be useful in terms of grasping the information on a higher organizational level.
I believe this book is a must read for everyone involved in communicating about climate change. I propose that we place copies of this book in time capsules around the world, so that in the event our civilization does not heed its messages, at least future survivors will know why.
34 of 37 people found the following review helpful.
Incredible Original, Insightful and Funny AND Helpful for Climate Activists from All Points of View
By mark twain
If you are concerned with effectively communicating climate change, this book is a MUST READ -- not an exaggeration. Marshall has a set of incredibly original and insightful approaches to looking at why the issue has been divisive rather than universally mobilizing. Also it's pretty accessible in style, relatively short chapters, and often extremely funny. It's a book for communicators, activists, students of climate change history, and mostly, people who want to make sure we move forward ensuring the best future. It's a book that brings people together rather than divides. It's a book that makes hope feel possible beginning at the level of communication, which is where all other hope may begin as well too. It also shines a mirror onto how greenies need to give up "ownership" of Climate Change so everyone can feel equally entitled to claim it from many varied perspectives. Don't Even Think About It will hopefully become a critical book in the history of mass-market climate change books-- read it, give it as a gift, assign it in classes. Let's start making the change.
21 of 25 people found the following review helpful.
Essential reading for understanding how we think about, communicate, and work on climate change
By C. Luc Reid
In this deeply researched and surprising book, Marshall helps us understand the true nature of climate change and why it's so hard for us to act on something that threatens to destroy us.
His points are surprising and force us to reframe our entire understanding of the issue. Here are a few examples, many of which don't make sense until you get the benefit of Marshall's full explanation:
* Climate change is not a tame problem, but a "wicked" one.
* Climate change is not an environmental problem.
* Fossil fuel companies must be stopped, but they are not the enemy.
* Polar bears and our grandchildren are not the ones who need to be saved.
* Conservatives are not the enemies of climate change action, but essential allies.
* Guilt over our personal contributions to climate change and fear of what will happen are our biggest opponents.
* Climate change is not in any sense a religion, but evangelical churches may be our best models for learning how to communicate about it.
I had some anxiety as I read this book, not so much because it's about climate change, but because for the first 40 chapters or so, Marshall tells us only how NOT to communicate about climate change: why politically loaded messages hurt the cause, how making the problem scarier encourages us to ignore it even more, and how the science isn't going to convince much of anyone, for instance. I was afraid that I was going to get to the end of the book and find out that his conclusion was "So basically, we're f***ed."
Thankfully, it wasn't. At the end of the book, Marshall revisits all his key points and turns them on their heads, showing how the things we're doing wrong in communicating climate change can maybe be done differently and effectively. It's not that those of us who are working to solve the climate change problem aren't trying hard enough to communicate: it's that there's an entirely different and unexpected way for us to go about it that is likely, based on a great deal of research and investigation, to do a much, much better job.
We tend to understand climate change in limited ways, each of us confined to some extent by our peers and expectations. Marshall's book helps us break out of those limited understandings to see the big picture, and in the process to find new resolve, new allies, and new hope for immediate change.
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