The "apocalyptic" way in which climate change is often portrayed in the press and on government websites succeeds only in "thrilling" people while undermining practical efforts to tackle the problem, according to Labour's favourite thinktank, the Institute for Public Policy Research.
It analysed reports of climate change in 600 articles, 90 television adverts and news clips, as well as websites run by government and green groups.
He added: "Government and green groups should avoid giving the impression that 'we are all doomed'. The focus should be on the big actions that people can take to address climate change, like switching to a hybrid car, fitting a wind turbine or installing cavity wall insulation, not just small ones such as turning down the thermostat or switching off the lights."
The report, entitled Warm Words, urges the government and campaigners to stop using alarmist language and start prompting environmentally friendly behaviour "as a brand that can be sold".
http://www.ippr.org.uk/ecomm/files/warm_words.pdf