Researchers have developed an app to help people spread messages about climate change effectively, based on a huge survey involving 63 countries with 59,000 participants. The research team created the app to raise climate awareness globally by highlighting effective messages. The study involved nearly 250 researchers, including Isabel Richter, Stepan Vesely, and Christian Klöckner from NTNU’s Department of Psychology. Previous studies focused on attitudes towards individual measures, but this study tested various tactics and received responses from people worldwide.
Data collected between July 2022 and May 2023 was recently presented in the Science Advances journal. Multiple variations of climate messages were tested to assess their effectiveness in influencing attitudes towards climate change measures. Participants were asked about their support for various climate actions, such as a carbon tax on fossil energy or planting trees. Different messaging styles were examined, including intimidation, knowledge appeal, and emotional appeals, across different countries with varying results.
Attitudes towards climate change varied based on demographics, beliefs, and country of origin. The study revealed that 86% of participants believed climate change is a threat, with more than 70% in support of collective measures to address it. In Norway, gloom and doom messages were not effective, whereas writing a letter to future generations and emphasizing expert consensus were more successful in gaining political support for climate measures. The study emphasized the need to adapt messages to specific audiences to achieve the desired outcomes.
Scare tactics were found to be effective in inspiring social media sharing globally, but less effective in motivating concrete actions like tree planting. In Norway, moral responsibility and expert consensus were more effective in encouraging individual action, as Norwegians were less inclined to share climate messages on social media. Researchers from NTNU played a significant role in developing interventions, gathering data, and analyzing results, alongside partners from New York University and the University of Vienna.
The study highlighted the importance of tailoring climate messages to specific audiences and goals. While scare tactics may prompt social media sharing, they may not lead to meaningful action. People may feel that sharing a message is sufficient action, rather than engaging in concrete efforts like tree planting. Legislators and campaigners must align their messaging with public attitudes towards climate change to effectively garner support for meaningful climate action.
Overall, the research provides valuable insights into the effectiveness of different climate messaging strategies across countries and demographics. By understanding what resonates with different audiences, advocates can better communicate the urgency of addressing climate change and mobilize support for impactful measures. The app developed as a result of this study can help researchers, politicians, and decision-makers tailor their messages to maximize impact and inspire collective action on a global scale.
