In a post on GreenBiz.com, Joel Makower (executive editor of Greener World Media) examines public concern for global warming and the findings from the Social Capital Project's Climate Crossroads framing guide. Cara Pike explains the challenge of identifying solutions that are meaningful to the public:

"...given how busy people are, how pressed they feel financially, they really want to know 'If I only have time to do a handful of things, what are the things that are really going to have the biggest payback and biggest impact on solving the problem?' I think there's been a bit of a scale issue around solutions where many of the things that the public are being asked to do don't seem to match the scale of the challenge. How can you really solve a global complex issue by changing light bulbs?"

You can read the post or listen to a podcast of Joel Makower and Cara Pike discussing the need to shift the climate change conversation to educate, motivate, and activate the public.