I've spent over two decades translating climate science into public communication. I thought I understood why engagement stalls. George Marshall's behavioral science deep-dive into climate psychology showed me I had several things exactly wrong — including a few strategies I helped build. Here's what landed hardest, and why it still matters.

The behavioral science of climate communication has been rewritten. Doom messaging, carbon footprint guilt, and "environment" framing are some of the least effective tools we have. Here's what the research actually says works.

Pick up a pack of BIC Ecolutions Ocean-Bound Plastic Gel Pens and you're holding a well-designed piece of contemporary marketing. The pen is real. The recycled content is real. The environmental crisis it invokes is very real. What's missing is the part where any of it meaningfully addresses the problem. This is an economics-first look at how ocean plastic marketing works, why it falls short, and…