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Cambridge Institute for Sustainability Leadership

July 2013 – Exploring how the perception of risk affects customer responses to climate risk. How risk is perceived is key to whether people take action to manage risk. Advertisers use insights from behavioural science all the time but it is not often considered when looking at responses to unexpected events.

ClimateWise Issue 4

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Insurers who are able to effectively communicate risk will be better able to promote desirable risk behaviours.

In this article for ClimateWise's Thought Leadership series, Ian Foy, Former Chief Executive Officer, Equity Red Star looks at how insurers can connect with customers to drive change and encourage changes in their behaviour – even when they lack personal and emotional connection to major events and trends.