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Non-monetary narratives motivate businesses to engage with climate change
https://orcid.org/http://orcid.org/0000-0002-7873-4229
The dominant narrative to motivate business actors to take climate actions emphasizes opportunities to increase monetary gains, linking sustainability to the financial goals of these organizations. The prevalence of monetary motivations in sustainability communication among businesses, consultancies, academics and international organizations has made this narrative a truism in the private sector. We conducted an online, real-world, large-n experiment to evaluate the comparative effectiveness of different motivations using narrative communication. We show that non-monetary narratives highlighting prosocial or achievement motivations are 55% more effective in creating responses from businesses than narratives emphasizing monetary gains. These findings are robust across most narrative and audience characteristics, including age and language. Our findings suggest that communication towards business leaders around sustainability can be multi-pronged and should incorporate prosocial and achievement motivations aside from articulating potential financial benefits.
Non-monetary narratives motivate businesses to engage with climate change
https://orcid.org/http://orcid.org/0000-0002-7873-4229
The dominant narrative to motivate business actors to take climate actions emphasizes opportunities to increase monetary gains, linking sustainability to the financial goals of these organizations. The prevalence of monetary motivations in sustainability communication among businesses, consultancies, academics and international organizations has made this narrative a truism in the private sector. We conducted an online, real-world, large-n experiment to evaluate the comparative effectiveness of different motivations using narrative communication. We show that non-monetary narratives highlighting prosocial or achievement motivations are 55% more effective in creating responses from businesses than narratives emphasizing monetary gains. These findings are robust across most narrative and audience characteristics, including age and language. Our findings suggest that communication towards business leaders around sustainability can be multi-pronged and should incorporate prosocial and achievement motivations aside from articulating potential financial benefits.
Non-monetary narratives motivate businesses to engage with climate change
https://orcid.org/http://orcid.org/0000-0002-7873-4229
The dominant narrative to motivate business actors to take climate actions emphasizes opportunities to increase monetary gains, linking sustainability to the financial goals of these organizations. The prevalence of monetary motivations in sustainability communication among businesses, consultancies, academics and international organizations has made this narrative a truism in the private sector. We conducted an online, real-world, large-n experiment to evaluate the comparative effectiveness of different motivations using narrative communication. We show that non-monetary narratives highlighting prosocial or achievement motivations are 55% more effective in creating responses from businesses than narratives emphasizing monetary gains. These findings are robust across most narrative and audience characteristics, including age and language. Our findings suggest that communication towards business leaders around sustainability can be multi-pronged and should incorporate prosocial and achievement motivations aside from articulating potential financial benefits.
Non-monetary narratives motivate businesses to engage with climate change
Sustain Sci
Luederitz, Christopher (author) / Animesh, Animesh (author) / Rohrbacher, Katrin (author) / Li, Tiange (author) / Piper, Andrew (author) / Potvin, Catherine (author) / Etzion, Dror (author)
Sustainability Science ; 18 ; 2649-2660
2023-11-01
12 pages
Article (Journal)
Electronic Resource
English
Sustainability communication , Narrative motivations , Storytelling , Climate action , Business , Small- and medium-sized enterprises (SMEs) Environment , Environmental Management , Climate Change Management and Policy , Environmental Economics , Landscape Ecology , Sustainable Development , Public Health , Earth and Environmental Science
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