Why We Should Preach to the Climate Change Choir: The Importance of Science Communication That Engages People Who Already Accept Climate Change.

Duffy, Meghan A

AbstractClimate change is one of the most urgent issues facing society today, and scientists have an important opportunity to teach students and other audiences about climate change. With climate communication, it can be tempting to think that the primary goal should be to get more people to accept climate change, but true climate literacy requires not just an understanding of the reality of climate change but also acting on that understanding. Here, I argue that there is an important role for communicating about climate change with people who already accept that it is occurring. Such communication can help people improve their understanding, increasing their certainty regarding climate change and its drivers, and spur them to take action. Social science research has important insights regarding how to communicate in a way that encourages people to change behaviors, including aiming to increase personal and collective efficacy and helping people figure out how to meet key needs while reducing greenhouse gas emissions. Climate change communicators should seek out audiences that already accept climate change, helping those individuals deepen their understanding and energizing and empowering these people to act.