One set of facts, climate science, tell us the reality of what's happening to our environment. But another set of facts, communications and psychology, tell us

One set of facts, climate science, tell us the reality of what's happening to our environment. But another set of facts, communications and psychology, tell us what messaging will get people to put forth the greatest effort at combating the problem. What good are principles if the cost of adhering to them is an increase in actual pain, suffering, death, and destruction? Say whatever needs to be said keep people from giving up.