Change requires more that just getting the message through. Sheryl Ozynsky offers some tips on how to get people to take action.

There is one serious mistake that nearly everyone in the green movement has made in their attempts to speak to the public. Greenies tend to assume everyone is like them, with the same hunger for frightening statistics of environmental threats, the same triggers for concern, and the same compelling urge to do something about it before going to bed at night. Too much material is written by green people, very often about green people, and therefore inevitably for green people. It might be disappointing, but most individuals do not work for environmental organisations and don’t respond to things in the same way.