The building of a moral distance between sides of a debate is an excuse to show no empathy. To empathize is a challenge to our egos.
When a person asks, “What would you do?” don’t tell the person what you would do. Because you aren’t her.
Climate advocates assert that doubt is being manufactured by the skeptical community. This is error: skeptics are trying t confirm doubt people already have. The advocacy community must change strategy.
Climate communication is failing. The application of the PAIN principle is misguided and is alienating those whom advocates wish to engage.