Convincing people to go green: managing strategic action by minimising political talk

At a time when the US public is deeply divided over how to address climate change, I investigate the way environmentally conscious actors attempt to recruit people to change their lifestyles and become more environmentally responsible. I draw on data from 45 interviews and participant observation with voluntary simplifiers, religious environmentalists, and green homeowners. Aware of the public’s aversion to discussing contentious issues such as climate change, informants focus on changing practices while downplaying political ideas and engagements. This is part of a pragmatic lifestyle change strategy which unites several persuasive techniques that include tailoring appeals to particular audiences, making ‘I feel’ statements, being role models, highlighting financial rewards such as the ‘win–win’ proposition, and the rare environmental appeal. I discuss how informants manipulate the lack of public political talk to their advantage in order to reach a wider audience. In this case, avoiding politics is not only active but strategic.