Focus on advocating for systemic changes (e.g., through government policies and voting) to address large-scale problems like climate change, rather than solely relying on individual behavior changes. People are often too flawed to consistently defy their nature for individual actions, making institutionalized solutions more effective for widespread impact.
Vote for governments that are committed to stopping the use of fossil fuels and implementing systemic changes, rather than placing the burden solely on individual actions like changing light bulbs. This is presented as the most impactful way to address climate change, as individual actions are often “working around the margins” compared to governmental policy.
To encourage environmentally friendly behavior (e.g., reusing towels, reducing electricity), highlight that “most people” are already engaging in that behavior. Humans are driven to conform to social norms, believing that if others are doing something, it must be the right thing to do.
Implement systems that allow individuals to compare their resource consumption (e.g., electricity usage) with that of their neighbors. This leverages the human desire to conform and avoid embarrassment, motivating people to reduce their consumption to match or exceed their peers.
Frame actions to address climate change by highlighting economic benefits, such as job creation and a vibrant new economy, rather than solely focusing on fear or problems. This approach is more effective at motivating people to do the right thing by showing attractive opportunities.
When communicating about threats (like climate change), accompany fear-inducing messages with clear, actionable steps people can take to avoid the feared outcome. Fear messages alone are not effective if people don’t know what to do; clear actions make them effective.
Frame undesirable behaviors (e.g., littering) as moral violations or insults, especially when they can be attributed to an “agent” or “somebody.” This activates moral outrage, a powerful emotion that drives people to take action.
When designing campaigns for behavioral change, craft messages that specifically appeal to the pride, values, or identity of the target demographic. Tailored messaging can be highly effective in driving significant behavioral change, as demonstrated by the “Don’t Mess with Texas” campaign.
When trying to predict how you will feel about a future action (e.g., buying an EV), consult the actual experiences of people who have already taken that action. Others’ testimony is a more accurate forecast than your own imagination, which often makes errors in “affective forecasting.”
Recognize and overcome the “illusion of uniqueness” by understanding that human beings are often more alike than expected, making others’ experiences a reliable guide for your own future feelings and outcomes. This helps in making more accurate predictions about your future happiness and avoiding errors in affective forecasting.
Pay more attention to and learn from people who have already adopted more environmentally friendly ways of living. This helps in overcoming personal biases like the “illusion of uniqueness” and provides more accurate information about the practicalities and benefits of sustainable actions.
Identify and engage in sustainable actions that also bring personal happiness or put you in a good mood (e.g., biking to work). This approach makes tackling climate change more appealing and sustainable for individuals, moving beyond just doom-and-gloom framing.
Deal with the climate crisis directly and head-on, rather than turning away or going into denial mode. Confronting the crisis and doing your part can make you feel happier than expected.
Learn ways to navigate negative emotions like fear, anger, and helplessness related to climate change, and strive to experience optimism. Dealing with the crisis head-on and doing your bit can make you feel happier and more confident.
Engage in environmentally friendly actions (e.g., installing solar panels) not just for their direct impact, but also to set an example for others in your community. Human beings define “normal” by what they see others doing, creating cascading effects where your actions make similar behaviors seem reasonable and encourage others.
To increase public engagement and outrage about abstract problems (like climate change), try to identify a specific “face” or agent responsible for the issue. Humans are evolved to respond to agentic threats, and attributing blame to an individual can make the problem feel more immediate and intentional, potentially increasing emotional response.
Actively work on overcoming personal “dumb worries” or perceived difficulties associated with adopting more sustainable behaviors, such as buying an electric vehicle. These worries are often based on inaccurate affective forecasting, and overcoming them can lead to unexpected happiness and positive environmental impact.