How to raise global climate awareness and spark climate action? How to message people about the threats resulting from climate change and encourage them to change their daily habits or support pro-climate policies? Mariola Paruzel-Czachura, PhD, Assoc. Prof., was part of an international research team consisting of nearly 250 scientists who have managed to find answers to these questions.
The research tested the efficacy of various psychological interventions and ways of talking about climate change in order to develop proper attitudes that may generate support for climate policy. The research involved using a tool called Climate Intervention Webapp; it is designed to consider variables of a diverse range of audiences, including nationality, political ideology, age, gender, education, and income level. The innovative character of the research lies in making use of a vast array of climate-friendly actions and evaluating their persuasive efficacy. Some messages were purely emotional (the menace of the looming catastrophe), some emphasised scientific consensus, some framed climate action as being a trend or a patriotic choice, and some were written as a letter to future generations regarding actions for our planet’s benefit. Although the answers differed depending on the geographical location or demographic variables, as many as 86% of respondents recognised the dangers posed by climate change and over 70% supported systemic or collective action to address climate change.
Despite these similarities, the research revealed certain differences in the reaction of residents of different countries to various types of messages/tasks. For instance, referring to a scientific consensus on climate change resulted in an increase in the support for climate policies in Romania (by 9%) and—on the contrary—a decrease in such support in Canada (by 5%). On the other hand, asking participants to write a letter to future generations increased support in the United States, Brazil, Ghana, Russia, and Nigeria, but it decreased support in the United Arab Emirates and India.
The tested elements contributed to the readiness and willingness to share information about climate change in social media, with the highest increase being noticed after the participants read facts about the negative impacts of climate change, dubbed by the research authors ‘gloom and doom’ messaging style.
The research shows the efficacy of climate actions in general and in the context of various audiences and the complexity of the desired actions. It appears that the strategy of intimidation is right for tasks involving minimal effort, and its efficiency lowers in terms of tasks requiring greater involvement (sharing content on social media vs planting trees). The research also points out differences between people having diverse default beliefs. It gives substantial hints for decision-makers and their spokespeople in regard to how they should adjust their climate action depending on the target audience’s characteristics and desired outcomes.
Mariola Paruzel-Czachura, PhD
Photo by Małgorzata Dymowska