Fear doesn't work.

People often try to use fear and urgency to shock people into acting. There are 3 reactions to fear: fight, flight, freeze. Two of them don't help us.​

Fear can motivate some people, but it paralyses others or provokes dissonance (like tuning out of climate news) and denial. If you're trying to engage people with climate change, fear just won't do it.

Hope inspires.

If you're afraid you might react when you feel threatened, but if you're inspired you will change your life to make it happen.

Positive emotions and intentions engage people for the long-term, overcome feelings of despair and cross political divides.