- International scientists unveil a web-based tool to bolster global climate awareness and action.
- Study involving nearly 250 researchers and over 59,000 participants highlights effective messaging strategies.
- Findings emphasize the importance of tailored climate communication for diverse audiences worldwide.
An international team of scientists has developed a web-based tool designed to enhance global climate awareness and action, based on messaging themes proven effective through experimental research. Published in the journal Science Advances, the tool stems from a study involving nearly 250 researchers and over 59,000 participants from 63 countries. It aims to address climate change by tailoring messages to diverse audiences across different nations, considering factors such as nationality, political ideology, age, gender, education, and income level.
Lead author Madalina Vlasceanu, an assistant professor at New York University, highlights the significance of the tool in generating support for climate policy and encouraging action. The study tested various messaging interventions, including presenting the consequences of climate change, highlighting successful climate actions, and framing climate action as a patriotic or popular choice. Results showed that while there was a global consensus on the dangers posed by climate change and the importance of systemic action, responses varied significantly based on geographic location, demographics, and beliefs.
Notably, messaging emphasizing scientific consensus on climate change led to increased support for climate-friendly policies in some countries but decreased support in others. Similarly, interventions like writing letters to future generations had varied effects across different nations. While “doom and gloom” messaging was effective at stimulating social media sharing, it decreased support for certain individual-level actions. The findings underscore the importance of tailoring climate messaging to the specific characteristics and beliefs of the target audience to maximize its impact and effectiveness.
