
By Leila Waid.
The climate change crisis worsens year by year, yet somehow, it feels like not enough progress is ever achieved. Frustratingly, there are many people who choose to ignore the issue, don’t believe it is real, or simply don’t think that there is anything they can do about it. So, how can environmental justice advocates reach these groups of people who don’t want to discuss the issue, let alone even think about it?
Researchers from all different fields of studies, not just those in environmental health, have spent years trying to understand what makes people tick – what kinds of messages are the most impactful, what will impact people’s behavior the most, and, most importantly, what will inspire behavior change? In the public health field alone, decades of research have been conducted to understand what motivates behaviors and, in turn, how they can be changed. For example, consider smoking and the astronomical decline in use that has occurred since the 1960s, when smoking was at an all-time high. A variety of factors led to the rapid reduction in smoking rates – from the Surgeon General report of 1963, to increased policy restrictions, and an understanding of the health effects of secondary smoke. All of these factors influenced the public perception of smoking. Public health researchers were able to utilize these factors to influence behavior change. By creating health communication campaigns based on theories of change, they were able to shift the tides to turn smoking from something that was seen as cool and desirable to socially unacceptable. And that’s really the key to behavior change – you have to make the desired behavior the norm.
Of course, it is important to not oversimplify an issue – smoking and climate change action are two completely different areas of focus. Thus, they require entirely different communication and outreach efforts. However, I think that, at its core, the lessons that were learned from the successful smoking cessation campaigns (one of the biggest public health challenges of the 20th century) can be translated to the work that is being done on climate change (one of the biggest public health challenges of the 21stcentury). Most public health theories of behavior change – such as the Health Belief Model and Social Cognitive Theory – have a component focused on self-efficacy. Self-efficacy is the belief that an individual is capable of change. For example, self-efficacy could be manifested in their confidence to quit smoking. Before any change can occur, a person’s self-efficacy must be raised. In a climate change context, self-efficacy can manifest as a person’s belief that their actions can help reduce climate change risks. A study by Bostrom et al. found that “self-efficacy beliefs are both directly and indirectly associated with greater support for reducing the risks of climate change, even after controlling for ideology and causal beliefs about climate change.”
When crafting outreach messaging for climate change, it is crucial to focus on this construct of self-efficacy. If we want people actively engaged in climate change issues, then we need to increase their self-confidence in their ability to do so. Many climate change messages tend to have a very pessimistic tone. Of course, climate change is a dire issue that needs immediate attention, but bombarding your audience with messages of doom and gloom doesn’t get anyone riled up to act. Instead, there needs to be a focus on positivity. An audience member needs to believe that there are concrete steps they can take to help this issue. In an age of information, this is even more important. You need to be able to catch your audience’s attention, convey to them the seriousness of the situation, and also make them feel empowered enough to take action on it. It’s not an easy ask. But achieving this balance is one of the most effective ways to change people’s attitudes and influence behaviors. And then maybe one day, climate change actions (such as policies, reducing a person’s carbon footprint, pressuring companies to go green) will no longer be a point of cultural contention but, instead, can become a social norm. After all, up until the 90s, you could smoke on an airplane – now the idea would seem preposterous. Why? Because social norms changed. They changed based on science and backed by effective policy action. For climate change, the science is there – it has been there for a long time and continues to build exponentially every day. Now, it is time for policy to catch up. We need to address social norms around climate change and make people realize that this is something that everyone needs to focus on. Everyone’s voice matters. Everyone’s actions matter. No one person can tackle the issue of climate change. But every person needs to contribute.