8 Key Audiences to Communicate with about Climate Adaptation
8.1 It was overwhelmingly accepted by respondents that in order to adapt and respond to climate change, it is important to understand how climate change is being experienced at every level, and especially at local level. Most respondents agreed that in order to ensure the people of Scotland, both as individuals and as a society, adapt adequately to the effects of climate change, the Scottish Government has to ensure that all stakeholders are involved in the discussion. It was also discussed that future actions to adapt to climate change are likely to benefit from the experience already gained in reacting to emergencies, and specifically by implementing proactive climate change risk management adaptation plans.
8.2 Most of the respondents agreed in principle with the Scottish Government's plan to seek to encourage climate adaptation actions in key audiences, both directly and through public bodies. Most respondents acknowledged that the active participation of everyone (individual households, businesses, community groups, the voluntary, public and private sectors) is required to ensure Scotland is adapting effectively to the impacts of climate change.
8.3 Some respondents discussed the need to develop community strategies and action plans through a process of consultation, negotiation and review by strategic partnerships and the wider community throughout Scotland. These strategic partnerships, developed and facilitated by local authorities, represent vital audiences via which a concerted and pro-active approach to the impacts of climate change can be delivered.
8.4 Some respondents also suggested that challenging but achievable targets and timeframes must be set, based on local circumstances. These targets would provide an impetus and focus for engaging on a genuine level with key stakeholders. A few respondents commented that the public sector, voluntary and community groups are often more aware about issues or receptive to information and the need to change behaviour than individual households and businesses across Scotland.
8.5 Highland Council supported the use of public bodies to help communicate the idea and practicalities of climate adaptation to the wider public. The respondent suggested that issues should be addressed through public body policies but the development of these policies should be widened to enable active participation by everyone.
8.6 However, another respondent felt that not only experts, but also "the general public" who will be affected by climate change should be involved in making decisions on the type and level of adaptation, and the time to implement it. It was stated by Clackmannanshire Council that any framework to deliver meaningful responses to the issue of climate change needs to have the general public's support.
8.7 It was suggested by a few respondents that ventures between public and private sector bodies could enhance resources and deliver more efficient and effective services, and help to deliver economies of scale.
8.8COSLA stated that coordination and leadership is needed at a national level, while empowerment and capacity building is necessary at a local level. Many respondents agreed that community strategies and action plans are already being developed through a process of consultation, negotiation and review by strategic partnerships and the wider community throughout Scotland.
8.9 Most of the respondents from all sectors agreed that climate change is a global issue and affords Scotland the opportunity to communicate the need for change. The Scottish Government should continue to liaise at a national and international level on the subject of climate adaptation. Scotland can learn from and share policies with other countries.
8.10 According to these respondents, the Scottish Government should be communicating with a wide range of bodies and individuals, as is appropriate for such a significant and wide ranging issue as climate change and for effective adaptation.
Key audiences
8.11 Respondents identified the following key audiences that they felt the Scottish Government should be communicating with about climate adaptation:
- Individual households,
- Private sector,
- Public sector,
- Businesses,
- Agriculture, industry and individual farmers,
- Voluntary sector, aid agencies,
- International alliance,
- Community groups, Community Planning Partnerships, Community Councils,
- Social housing sector,
- Estate owners and associations,
- Health service and health boards,
- Educational institutions (schools, universities, colleges and scientific research institutes),
- Financial institutions,
- Insurance industry,
- Media,
- Trade unions, professional associations,
- Emergency and rescue services - police, ambulance, fire services,
- Sports organisations,
- Regeneration networks and organisations,
- Insurance industry,
- Building industry groups, architecture bodies, planning bodies,
- Environmental agencies and environmental NGOs,
- Armed forces,
- Tourist board, tourist industry bodies,
- Power companies, oil companies,
- Food suppliers,
- Transport companies.
Summary of issues
8.12 Most of the participants from all sectors agreed that in order to ensure the people of Scotland, both as individuals and as a society, adapt adequately to the effects of climate change, the Scottish Government must ensure that all stakeholders from every walk of life - individual households, businesses, community groups, the voluntary, public and private sectors - are involved in the discussion.
8.13 The majority of respondents also acknowledged that the active engagement and participation of all key stakeholders is needed to ensure Scotland is adapting effectively to the impacts of climate change. Genuine engagement will come from working towards a set of achievable targets and timeframes based on local circumstances.