An AdAge writer wonders whether renaming climate change would change perceptions. Reframing is a common strategy for influencing behaviors, thoughts, and feelings. Already, climate change seems to be the evolution of global warming, a less convincing idea, in part, because sometimes it’s quite cold, as President Trump says.

A brand team pondered the following new names:

• Global Meltdown, Global Melting

• Climate Collapse, Climate Chaos

• Boiling Point, Melting Point

• Scorched Earth

Earth image source.

Discussion:

• The author identifies “parameters and guideposts” for the new name: audience, reach, and message. What is important for each of these categories?

• What’s your view of the proposed new names? Which do you like best and least, and why?