Net Zero Nation: How can the Scottish Government engage people on climate change?

Concern about climate change, by age over time.

Source: Scottish Government | Net Zero Nation: draft public engagement strategy | Graph 1

69% of young people aged 16-24 view climate change as an immediate and urgent problem, and in 2019, for the first time, this view was shared by a majority of people in every age group too. However, this increase in concern has not been matched by an increase in climate action. In order to try to address this, the Scottish Government is currently consulting on a draft public engagement strategy for climate change, called “Net-Zero Nation”. 

2050 Climate Group will be responding to this consultation so that young people’s voices are heard as part of this process. As always, our policy work is directly shaped by the views of young people in Scotland, both inside and outside our Leaders Network. We have summarised the draft strategy in this blog below, and are looking for young people to complete our short survey so we can best represent your views. We know that young people are incredibly passionate about creating a just and sustainable world, so this is a great opportunity to tell the government how best they can engage our age group and listen to our ideas for a better future!

Read on below for a summary of the government’s draft strategy. Then once you’re done, please complete our short survey by the 17th of March so that we can present your views to the government.

So what does the draft strategy say?

The Scottish Government says it thinks that changing people’s behaviour relies on more than individual adjustments, and it is seeking to create a wider context that nurtures public engagement in climate change and connects people with the transition to net zero. It is hoping to achieve this using three strategic objectives, outlined below.

Communicating Climate Change Policy

The first strategic objective aims to ensure that “people are aware of the action that the Scottish Government is taking to address climate change and how it relates to their lives”.

The government recognises that the way it communicates climate change policy to the public is lacking, and that the only way to inspire behaviour change is by ensuring the public understand the alternatives. As the Climate Change Plan update affects everyone in Scotland, it makes sense that they want to ensure everybody understands its content and the impact it will have on society. It want to improve this by:

Communications and Marketing

The government commits to developing the Net Zero Nation website, a one-stop shop for information on how to combat climate change at all levels. All marketing of climate change policy will aim to be accessible and positive, and inclusive of a wide range of beliefs. 

Climate Change Plan Update

It is recognised that changing behaviour relies on knowledge and effectiveness of the alternatives available. The strategy commits to ensure that Climate Change Plan policies are communicated directly with individuals and organisations.

Working with Others

The strategy promises to use the expertise and reach of local, community, and public sector organisations to deliver the climate change messages the government wishes to disseminate. This includes working with the UK Government on reserved responsibilities (heat decarbonisation, for example). 

Communicating Climate Impacts

Adaptation Scotland is a programme that focuses on delivering climate change information to the public. The government plans to continue their relationship with Adaptation Scotland and commits to developing new communications strategies with them. 

Enabling Participation in Policy Design

The second strategic objective is for people to “actively participate in shaping fair and inclusive policies that encourage adaptation to and mitigation of climate change”. The strategy stipulates that the Scottish Government wishes to have an open dialogue between the government and the people on climate policy. They are seeking to do this through:

The climate assembly 

The climate assembly will bring together people from around Scotland to discuss climate change policy. The assembly will learn about, discuss and propose solutions for how Scotland can tackle Climate Change. 

Further climate conversations

In 2019 the Scottish Government organised the Big Climate Conversation. The strategy suggests that the Scottish Government would build on this by facilitating climate conversations using digital approaches. 

Just Transition Engagement 

The strategy commits to carrying out engagement activities with groups identified by the Just Transition Commission as being most likely to be impacted by the transition to net zero. 

Youth Participation

The strategy sets out the aim of making it normal for children and young people to be involved in decision making across Scotland. This is to be achieved by running a youth engagement project alongside the climate assembly. The strategy also indicates plans to develop youth engagement running up to COP26.

Encouraging Action

The third strategic objective is for “taking action on climate change [to be] normalised and encouraged in communities and places across Scotland.”

Fundamentally the change we need to get to net-zero is a social one. According to the Climate Change Committee, 60% of changes required to reach net zero will be at least partly behavioural or societal. Recognising this, the Scottish Government’s strategy aims to create the right conditions to enable more individuals to feel comfortable in changing their own behaviours. It points out that whilst new legislation and infrastructure does form part of this, creating new social norms and improving climate literacy is just as important. If people are to change their behaviour, they need to feel comfortable doing so, and understand why they are doing it. 

The strategy proposes a range of initiatives to support this objective (although very few specific proposals are given):

Community Climate Action

Building on the Climate Challenge Fund, the government will create a network of regional hubs and “Climate Action Towns''. The aim is to ensure that community action is coordinated regionally, and takes account of the unique challenges and opportunities different parts of the country face.

Key Messengers

A good communicator needs to be trusted, and be relevant to, their audience. The government will work with networks best placed to encourage their own communities to take action. (We hope that includes us at 2050 Climate Group!)

Climate Change Education

The government will continue to deliver its Learning For Sustainability action plan and Eco-Schools programme.

Marketing Campaigns

There will be a national government marketing campaign to teach people about the climate emergency, and inspire action. They will focus on a positive vision of a net-zero Scotland, to get greater public buy-in.

Culture & Heritage

The strategy says that the arts and heritage sectors have a role to play in shaping culture and how we see ourselves as part of the wider world. They plan to work with these sectors to deliver culture change, and support pilot projects which raise environmental awareness - although no specifics are given. 

Connecting with nature

Working with NatureScot, the government will encourage people and communities to connect with nature so that they better understand the impacts of climate change, and the role of nature-based solutions.

Place-based approach

Messages about the global impacts of climate change will be framed locally, so people connect the global issue to their communities and are more motivated to act. Communities will have the opportunity to say how they want their places to develop and improve in the future.