This was a memo written by political consultant Frank Luntz to George Bush and Republican politicians in 2002.
“The environment is probably the single issue on which Republicans in general – and President Bush in particular – are most vulnerable.”
He goes on, “The scientific debate is closing but not yet closed. There is still a window of opportunity to challenge the science… Should the public come to believe that the scientific issues are settled, their views about global warming will change accordingly. Therefore, you need to continue to make the lack of scientific certainty a primary issue in the debate..”
So, how many Americans are convinced global warming is actually happening? Answer: 72%
How many Americans think there is still much scientific disagreement about climate change? Answer: 40%
The reason for that 40%? A few men like Luntz who have fought to instill that doubt in your mind. Not for money, (though I found it played a part) - but simply because of their political ideology, their belief in laissez-faire (let the people be free & govern themselves) economics, and their distaste for government intervention.
If you haven’t watched the Frontline episode called “The Persuaders”, do. It features a profile of what Luntz does, and how, and its roots in marketing and psychology, that has changed the way I think about politics and government.
This bottom line is that marketing always trumps policy. E.g. a line like “Own Your Own Healthcare” delivered correctly, to the right people, and repeatedly, can convince Americans that universal health insurance is a threat.
