This is a guest post by Per Espen Stoknes and Sigrid Møyner Hohle. Stoknes is a psychologist and economist, co-leader at Center for Climate Strategies at the Norwegian Business School. This post in based on his article “Rethinking Climate Communications and the Psychological Climate Paradox”, recently published in Energy Research & Social Science. Hohle holds a master’s in psychology.
Climate scientists have never been more certain or had higher consensus in their conclusions about dangerous climate change. However, public concern is declining. We call this surprising gap the psychological climate paradox.
Why are We not Concerned?
In order to improve climate communication, it is essential to understand some basics about human psychology. These are five psychological mechanisms that hinder effective climate communication:
1. Distance: The climate issue is construed as distant in time, space and influence
Many feel a huge distance between themselves and the climate issue. Threats that are perceived as remote and distant produce far less concern than threats that are close and salient. As a result, people do not sense a real threat or an urgency to prioritise climate action.
2. Doom: The climate issue is framed as disaster, cost and sacrifice
Most of us hate losses. If we’re told that we have to lose comfort, sacrifice beef or one’s long-distance travels, many turn negative towards climate change mitigation. Apocalypse fatigue and numbness is a second effect of negative climate information.
3. Dissonance: Lack of convenient climate friendly behaviors weakens concern
People feel bad when their thoughts and actions conflict (e.g.: I know that I should not fly so much, but I’m off to Asia anyway). The theory of cognitive dissonance states that if you fail to change action, you can always change how you interpret the action. If they fail to lower their emissions, they instead adjust their attitudes so that they harmonize better with what they do. E.g. “It is far from certain that CO2 causes global warming since this winter has been freezing cold!” or “I have installed a heat pump, so I deserve a vacation to Thailand.”
4. Denial: Gives refuge from fear, guilt and threat
Denial is a form of wishful thinking that defends against anxiety and shame. When the climate issue becomes too uncomfortable over time, many begin to deny it; either actively by ridiculing the facts, or passively by avoiding exposure to information about climate change.
5. iDentity: Climate messages are filtered through cultural identity
People are not empty buckets in need of more facts. We all interpret information through a filter made up by political views, identity and existing beliefs. If climate solutions such as taxes or more regulations clash with my identity, than the climate science facts tend to lose.
How to Make People Care?
In order to overcome these five barriers, a radical rethink of climate communication is necessary. It is not enough to simply give people more information. These are five new emerging strategies and solutions for climate communication.
1. Social: Use the power of social networks
Studies have shown that social comparison (neighbors that conserve more energy than you) is more effective to motivate energy saving than price incentives or information about environmental impact. Moreover, climate change communications is too often directed to the individual as a single unit. This can make the problems feel overwhelming. Through an emphasis of what other people are doing, a stronger sense of in-group and collective purpose can be developed.
2. Supportive: Find deep framings that are positive and inspire action
Rather than continuing the climate discourse within the “disaster,” “too uncertain,” or “too expensive” framings, we should use other metaphors. Such new frames could be insurance, health, defence, and opportunity. For instance, within the insurance framing the discussion will turn to questions such as: How much is it worth to pay today to avoid a burn-down of the planet in the future? Messages within the health framing could be that coal emissions are a health issue, that vegetarian food and biking is excellent for both health and climate.
3. Simple: Make it easy and convenient to act in a climate-friendly manner
Nudges can be used to facilitate sustainable actions. Studies show that reduced plate sizes in restaurant buffets lead to less food waste, and changing the default on printers to two-sided printing reduces paper consumption. More people would probably buy CO2 emission allowances with their plane ticket if this were the default choice. When more of people’s daily actions become consistent with climate knowledge, it also becomes easier to avoid cognitive dissonance and maintain supportive attitudes.
4. Story: Use the power of story telling
Humans create meaning through stories and narratives. The story that has been used most often in climate communication is the apocalyptic narrative: storms, drought, sea level rise and damaged ecosystems. Such narratives produce fear, guilt and helplessness. To raise hope and inspiration, we need more positive environmental stories. We need stories of nature’s marvelous ability to restore vital ecosystems, of people who stand up against destructions and of ingenious solutions for green growth. We need attractive images of a future in which we live with more jobs, higher well-being and lower emissions. If it cannot be imagined, then people will surely not work to make it happen.
5. Signals: Use indicators and metrics that monitor progress on green growth and jobs
In order to maintain interest in climate mitigation and adaptation, there has to be a way to get feedback to stakeholders on the progress made. Without such feedback, there is little learning and less motivation.
To sum up, government, climate scientists, social scientists, businesses and NGOs all have to coordinate, rethink, test, document and learn how to implement these strategies into specific actions. The new climate communication must address the psychological barriers in a way that makes a) the climate issue feel more personal. Good climate communicators should use b) constructive framings, c) nudging the public towards action so that cognitive dissonance and denial are reduced. d) New stories of opportunity and attractive futures with appeal across the political spectrum should be told. Lastly, e), we need to get meaningful signals and response indicators on our progress towards societal transformation.