Writing Persuasively to Create Change

In the world of sustainability and environmental work, being able to communicate your ideas clearly and persuasively is a game-changer. Think of persuasive writing as your secret weapon—it’s how you’ll rally support for the causes you care about, shape policies that make a real difference, and connect with all kinds of people who share (or need to share) your passion for the planet.

When you master this skill, you’re not just getting your point across; you’re sparking collaboration and driving the change that matters. Persuasive writing isn’t just something you do—it’s how you turn your passion for sustainability into real, tangible progress.

The 5 Tenets of Persuasive Writing

• Establish Credibility to Build Trust

  You will have more success persuading your audience if they trust your knowledge and perspectives. To establish credibility with your audience you will need to:

  • Research your topic thoroughly and cite reputable sources
  • Share relevant personal experiences or qualifications
  • Acknowledge opposing viewpoints to show fairness

  In the field example: Let’s say you have been tasked with advocating for a city-wide transition to electric public transportation. 

  • To improve your credibility, present a comprehensive analysis of studies on the topic. 
  • Include specific data like reduced emissions and improved air quality. 
  • If you’ve worked on related projects, mention this experience. 
  • Acknowledge potential challenges, to demonstrate a balanced understanding of the topic.
• Use Logic and Evidence as the Foundation of Your Argument

  Arguments are often more compelling when they are a balance of emotion-evoking and fact-based. Make sure you have a solid fact-based foundation for your argument by:

  • Presenting clear, factual information, and providing examples
  • Using easy-to-understand statistics and data to support your claims
  • Addressing potential counterarguments

  In the field example: You’ve been asked to write a proposal for a corporate sustainability program at your company, so you should create a detailed cost-benefit analysis and: 

  • Include specifics and data about short- and long-term costs/benefits and financial/environmental savings.
  • Use case studies from other companies to illustrate success stories. 
  • Address common objections with evidence-based counterarguments.
• Appeal to Emotion to Personalize the Issue

  Decision-making is often not guided purely by logic but by a person’s emotions, values, memories, and circumstances. Appealing to a person’s humanity and emotions is a powerful persuasion technique to help you move the needle.

  • Use vivid language and imagery
  • Tell compelling stories or anecdotes to make it feel personal
  • Connect your argument to values your audience cares about
  • Highlight the potential consequences of inaction

  In the field example: You have been tasked with convincing a local community in the rainforest to stop clear-cutting their nearby forests. When discussing deforestation with them:

  • Tell vivid, emotion-evoking stories to connect with your audience. 
  • Describe the beauty of rainforests and the wildlife they support, then contrast this with the devastation of clear-cutting.
  • Share examples of how other communities like theirs have changed and dealt with this issue.
• Think about Your Timing and Context

  Your message will only be received if people are open to hearing it and feel it is relevant to them. Placing your argument in the context of current events and creating a sense of urgency makes it more compelling.

  • Relate your argument to current events or trends
  • Emphasize urgency when appropriate
  • Address why your proposal is relevant now
  • Consider whether your audience is open to your message

  In the field example: Consider you are writing an op-ed to promote climate action during a heatwave. When advocating for renewable energy policies, you could:

  • Tie your argument to recent extreme weather events and rising energy costs.
  • The extreme weather event provides a timely context highlighting the urgency of addressing climate change.
  • Place this one event in the context of the bigger, long-term picture.
  • Provide solutions that would alleviate immediate struggles.
• Know Your Audience

  Persuasive arguments aren’t one-size-fits-all. Your persuasive writing will be much more effective if it is tailored specifically to the audience you are trying to persuade. 

  • Research your readers’ demographics, values, and concerns
  • Use language and examples that resonate with your specific audience
  • Address potential objections or hesitations your readers might have
  • Tailor your call to action to what your audience can realistically do

  In the field example: Suppose you are writing to a group of farmers about the benefits of adopting sustainable agricultural practices. To best communicate with them, you should:

  • Take their livelihood and values into consideration.
  • Think about who is sending the message:
    • Would you rather hear from scientists or other farmers?
  • Focus on how these practices can improve the long-term viability of their farms.
  • Provide examples of other farmers who have made successful transitions.