We need all the positivity we can get about the climate – whether it’s positive climate novels or the government committing to local selling for community energy schemes – and, more locally, whether it’s a community ‘cool hub’ in Exeter or plans for a renewable energy centre in Exeter given the go-ahead.
But it’s more than just sharing the good news on the climate or changing communication about climate change from a story about science to a story about people.
It’s also about any news and stories, any plans and proposals about the climate being seen to be fair and reasonable and rewarding.
So, if net zero means zero energy bills and if saving both energy and money can come from retrofitting our homes.
If ‘the relationships that unite individual things can extend to prove the value of every contribution’.
If it’s possible for a Cornish town to face the climate threat head on with ambition and real community spirit.
Then it seems that most of us are more than willing to buy into a commitment to action on climate.
Or so says the latest research from Wouter Poortinga, Professor of Environmental Psychology, Cardiff University:
Why some climate policies are more popular than others – a psychologist explains
Despite growing concern about climate change, many countries have seen backlashes against certain environmental policies, often because they are seen as costly, restrictive or unfair. In France, an attempt to introduce a fuel tax was shelved after the yellow vests protests. In Germany, a proposed gas boiler ban was watered down after fierce resistance. And in the UK, low-traffic neighbourhoods have sparked strong opposition in some areas. Even non-existent measures, such as a proposed meat tax, triggered online outrage.
These reactions may give the impression people do not really want bold action on climate change. But that is not quite true. Research by the Centre for Climate Change and Social Transformation and marketing research company Ipsos has found widespread support for many climate policies, including ambitious measures such as a frequent flyer levy.
Vocal opposition can distort perceptions: it gives the impression that they some policies are less popular than they actually are. This, in turn, can make politicians reluctant to act. Recent polling by the insights platform Climate Barometer highlights that, while a great majority (73%) of people support local renewable energy projects, MPs think only 16% of their constituents do. However, not all climate policies are popular with the general public and how measures are designed really matters.
In a UK-wide study, my team and I asked more than 2,000 people what they thought about 12 different climate policies that focused on diet, home energy and transport. These included “push” measures such as taxes and bans that aim to discourage carbon-intensive behaviour, and “pull” measures such as subsidies and support that encourage lower-carbon alternatives.
We found that most people strongly favour pull measures, such as subsidies for low-carbon heating or building EV charging infrastructure. Push measures, particularly those affecting diet, were far less popular. For example, while nearly 80% supported low-carbon heating in new builds, only 21% backed restrictions on meat and dairy in catering facilities. But support is not just about the topic or the tool, but also about how policies are perceived. Our research found a clear pattern: policies that are seen as fair and effective get more support. People want to know that a policy will actually reduce emissions. They also care deeply about how its benefits and costs are shared. Taxes and restrictions often fail both these tests: they are seen as neither effective nor as fair.
We also investigated how much people think others support or oppose a policy. We found that people consistently underestimate how much others support climate action. This phenomenon is known as “pluralistic ignorance”. On average, respondents underestimated support by 18%, and overestimated opposition by 16%. This creates a kind of shared illusion that climate policies are less popular than they actually are...
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