Conservatives and liberals have different views on environmental issues, but a new psychology study shows that framing the need to address climate change as patriotic and as necessary to preserve the American “way of life” can increase belief in climate change and support for pro-environmental policies among both groups. The lead author of the study, Katherine Mason, states that this approach encourages people to see climate action as a way to celebrate and sustain cherished cultural traditions, rather than having to relinquish or replace them. The study involved 50,000 participants across 60 countries, showing that such messaging had positive effects among both conservatives and liberals in some nations, but backfired among conservatives in others.
The results of the study go against much of the current pro-environment messaging, which often focuses on doomsday scenarios or radical changes to our socioeconomic system. The study emphasizes the importance of avoiding triggering existential threats, as they can lead to system defensiveness and backlash against pro-environmental initiatives. The participants in the study were asked to read information, report on their beliefs and behaviors, and write a small paragraph. They were given a definition of climate change to ensure a common understanding and were then assigned to either a control condition or a framing condition.
In the framing condition, participants read a message aimed at increasing feelings of connection to the existing social system, linking the nation’s “way of life” to natural and cultural traditions and communicating that climate change poses a threat that requires patriotic, pro-environmental action to “protect and preserve” the national heritage. This message was tailored to include country-specific terms and was accompanied by photographs to enhance its impact. Participants in both the control and framing conditions were then asked questions related to belief in climate change, support for pro-environmental policies, and willingness to share climate information on social media.
Among US participants, those who read the patriotic/status quo message showed increased belief in climate change, more support for pro-environmental policies, and a greater willingness to share climate information on social media compared to the control group. This message was effective for both conservatives and liberals. The researchers also analyzed findings from other nations and highlighted similarities and differences from the US sample, providing possible reasons for these variations. Katherine Mason was supported by the National Science Foundation Predoctoral Award during the research.
Overall, the study demonstrates the importance of framing climate change action in a way that resonates with people’s pre-existing values and beliefs. By aligning messages with preferences that maintain the status quo, it is possible to improve climate awareness and action among both conservatives and liberals. The findings suggest that presenting climate action as a way to protect and preserve cultural traditions can be a successful strategy in promoting support for pro-environmental policies across different political ideologies. The study provides valuable insights into effective communication strategies for addressing climate change on a global scale.