i) Perceived low
relevance
For many, perceived relevance
of and concern about ‘climate change’ was, or had
certainly recently been, quite limited. Not seen to be affecting Wales currently to a great
extent; ‘climate change’ emerged in this context, as fairly distant in terms of both
location and time- frame. Two factors were serving to reduce relevance of climate
change for these respondents as follows:
Perception of only
minor impact/damage
Beyond the recent rainfall,
there was some recognition and acknowledgement of
‘climate change’ locally and these included rainfall at both extremes (droughts and
flooding), less snow, warmer winters and hotter summers, but some viewed these
changes as quite positive overall.
Experience/perception
of recent improvement/damage reversal in natural environment
There was also some recognition
(particularly in South Wales but not exclusively), of
significant improvements in recent years to the local natural environment. For example,
the return of wildlife was noted (such as fish in rivers) as a consequence of local efforts
to clean up and a reduction in the level of toxins and pollution.
These perceptions reduced
the level of immediate concern and impacted on behaviour
take-up. However, as mentioned previously, there were some signs that concern was
rising for some (for example, with the recent unusual heavy rainfall resulting in severe
flooding) and that there is potential for this be mobilised.
“I think it’s over-hyped, but then with all the rain this week you
just don’t know do you?”
[Male, ABC1, 46, Older Family, Mkt Town, Flintshire - EF]
Scepticism and cynicism
was as a prevalent barrier for some of the sample, but tended
to be evident in some form or another across all respondents (and so all the segments).
Both go a long way in undoing consideration of both the ‘problem’ and the ‘solution’
as in the context of counter-arguments, respondents found little point in struggling to
intervene and make a positive impact. Scepticism was driven by several beliefs:
Some considered that ‘climate
change’ might be part of a natural cycle and not subject
to human influence, or at least not significantly.
The earth will heal itself though. It’s been in cycles like this before.
[Male, D, 35-45, Single, Valleys, South Wales - IG]
“They talk about global warming but it hasn’t stopped raining…
The weather is changing, but is this the
way things go anyway. Look at England with the recent floods – there’s patterns in history…where
this
happens every so many years”
[Male, C1, 36-45, Young Fam, New Build/Mkt Town, Caerphilly – BC]
Many had doubts and lacked
confidence in the value and impact of their own personal
contribution, as well as the collective contribution that could be made by them and
other individuals. Whilst some continued, despite this feeling, with a range of ‘green’
behaviours, they would have been more willing to do more with more reassurance that
it was worth their while. Others were more seriously demotivated and needed firm
messages to help weaken counter and weaken the cynicism and counter arguments
available.
As in England, there was a strong belief that the Government (Westminster)
should
tackle issues on a national scale as individuals are unable to achieve the same impact.
This was because many believed that ‘the business world’ (industry and corporations)
and are greater polluters, in terms of waste and emissions, than individuals with their
homes and cars.
As a consequence of recent
media coverage, there was also some awareness of other
countries being more guilty than the UK. India, China and US were identified as
‘massive’ contributors to the worldwide problem and uncommitted to making efforts
to change.
While the power of scepticism
can’t be underestimated in detracting from activity at the
point of decision-making, in contrast to the English sample, there were few specific
myths and stories that need feed a sense of being ‘cheated’. However, as awareness and
interest in the topic of climate change grows these are likely to develop and will need to
be countered.
