The first phase of this shift was the transition from the phrase ‘global warming’ to ‘climate change’. As Secretary of State Clinton recently pointed out it has become increasingly difficult to preach about the dangers of global warming during a decade that has featured a significant reduction in the temperature increases that occurred in the 1990s.

The second phase of this paradigm shift has been a noticeable increase in skepticism amongst the general public about the causes and impacts of climate change and a general decrease in interest in the topic. Until recently that opinion has remained the domain of primarily right-wing media types - Rush Limbaugh, Sarah Palin, and Czech Republic President Vaclav Klaus to name a few. But there is a growing body of evidence that suggests a majority of Americans are now questioning the causes of climate.

Yet some recent polls in the US and Britain indicate that the tide may be turning in this regard. A recent poll conducted by the Pew Research Center ranked global warming as the least important issue amongst 20 political priorities that were included in the poll. And a January survey by Rasmussen Reports indicates that a greater number of Americans (44%) believe that long-term planetary trends are the cause of climate change than the number of Americans (41%) that believe human activity is the culprit. Less than a year ago the reverse was true – 47% of Americans blamed climate change on human actions while 34% believed it due to a long-term cyclical effect. And its not just in the US either – polls in the UK have shown similar doubt amongst a majority of Britons about climate change causes.

So how do those of us that are trying to promote reduced-carbon lifestyles and greener businesses deal with the public’s changing attitudes towards climate change?

I think the most effective communicators are the ones that are able to tailor their message to what the audience wants to hear. I honestly believe that a growing number of individuals and businesses are interested in making more sustainable choices. However, I think their reasons for doing so are not entirely based on fears of climate change, as they might have been just a year or two ago.

Unfortunately during the beginning of a potentially long and painful recession the environmental movement might lose some of the steam that it had picked up over the last five years. This just means the message has to be changed, even if the end goals are still the same. A renewed focus has to be made on energy security and reduced energy costs – the sky-high prices for gasoline, natural gas and heating oil from last year are still fresh in people’s minds. If green practices are promoted as a way for individuals and businesses to save money and reduce dependence on volatile fossil fuel markets, the momentum of the green movement should continue to grow.

For those of us that have been writing about the cause and effect of climate change, this change in communication strategy should not be considered to be giving up. It is simply adapting to the current social and economic realities. Even the Rush Limbaughs of the world will have a difficult time arguing against increased profits and reduced dependence on foreign oil.

So the take-home message to my fellow citizens that are concerned about climate change: stop focusing on the polar bears. Start talking about saving money – and don’t forget to remind people that we are trying to avoid paying $4.50/gallon for gas like we did just last summer.

Stephen Boles is co-founder of Kuzuka, a marketplace website that will bring a new level of convenience and confidence to carbon offset customers. Kuzuka also provides consulting services to organizations that want to assess and reduce their corporate carbon footprint.

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Well, for those of us who see man-made global warming as the backbone of our current climate change, that win has just been put in our laps.

A blog I had yet to hear about, DeSmogBlog, has managed to find at least 45 “outraged scientists” that once belonged to the famed Heartland Institute article entitled “500 Scientists with Documented Doubts of Man-Made Global Warming Scares” that, in reality, don’t doubt anything.

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