From Anxiety to Action: How to Use Behavior Change Models in Climate with Melinda Briana Epler

In this episode of Climate Shifted, host Eva Frye speaks with Melinda Briana Epler, a TED Speaker and behavior change strategist who has worked on national programs with organizations like the American Hospital Association. Melinda is currently authoring a whitepaper on climate communication best practices called Our Moment is Now, out soon.

Discover why fear-based climate messaging burns people out, how to move audiences up Maslow's hierarchy of needs to create lasting change, and why listening might be the most powerful tool in a climate communicator's toolkit. Learn practical frameworks for designing user journeys that meet people where they are and guide them toward sustained climate action over time.

 

Full Transcript Found Here Key Topics Covered

The Psychology of Climate Motivation

• Why fear and guilt are unsustainable motivators for climate action
• How to use Maslow's hierarchy of needs in climate communications
• The importance of moving from fear-based messaging to love and joy
• Building identity-based climate action for lasting change

Behavior Change Strategy

• The "trim tab" approach: finding small actions that create big impact
• Stages of change model: from unconcerned to maintaining action
• Meeting people where they are vs. where you want them to be
• Designing user journeys for long-term engagement

Communication Tactics That Work

• The power of listening before speaking
• Why storytelling beats abstract messaging
• Building trust through community ambassadors
• Moving from individual awareness to policy change

Bridging Political Divides

• Whether to engage dismissive audiences or focus on the converted
• Finding common ground across political differences
• Learning from bipartisan policy successes
• The role of trusted messengers in polarized times

Standout Quotes

"Often people want to just go right to the solution and jump into building awareness... But I would say you need to take a step back to really understand the problem that you're trying to solve."

"Fear is a common emotion that can be evoked by climate communications... And it's not a sustainable emotion. That's why climate anxiety is on the rise."

"If somebody identifies as somebody that takes climate action, they're much more open to taking other climate actions."

"The number one role in communications I would say is listening. First really understanding where people are coming from."

Featured Research & Resources

Melinda's Climate Communication Research:

• Our Moment is Now: Best Practices in Climate Communication - Executive summary available now, full research paper coming soon

Featured Interview:

• Nisha Anand on Bipartisan Climate Policy - CEO of Dream.org discusses building bridges across political divides

Key Frameworks Mentioned:

• Stages of Change Model for behavior design
• Maslow's Hierarchy of Needs for motivation
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