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Let’s be honest… talking about climate change can sometimes feel a bit like shouting into a void. We know it’s a big deal, but sometimes, it feels like we’re the only ones who care. It can get overwhelming, but here’s the thing: we’re not alone, and seeing others take action can be incredibly powerful. It’s like a domino effect – one person’s actions can inspire a whole wave of change.
There is a growing body of research, such as the Climate Culture Index, which suggests that seeing others take climate-friendly steps is a powerful motivator capable of inspiring change. It’s all about the power of harnessing social influence.
The Power of Social Influence
Think about it. Have you ever been more likely to try a new restaurant if you saw a friend rave about it? Or maybe you finally decided to learn a new skill after seeing someone you admire succeed at it? That’s social proof in action. We’re wired to look to others for cues on how to behave, especially in uncertain situations. And climate change? That definitely qualifies as uncertain.
The fact is that we are social creatures. We look to others for guidance, and we adopt behaviours as well as beliefs from people we know, trust or admire. So, when we see our neighbours installing solar panels, our friends switching to electric cars, or even just someone at the grocery store choosing a plant-based burger, it sends a message. It tells us that these actions are normal, acceptable, and even cool. It chips away at the feeling that we’re alone in caring about the planet.
“Just knowing what’s right, or healthy, or environmentally friendly isn’t really a sufficient model for changing behaviours.” Bergquist et al., 2023
Beyond social proof, there’s also “social pressure.” The research found that social pressure had the strongest effect on behavioural change. We’re influenced by what we believe our community expects of us. If we think our friends, family, and colleagues approve of climate-friendly actions, we’re more likely to adopt them ourselves. The study further discusses how certain behaviours are easier to change than others, for example, littering was one of the most likely behaviours to be changed. On the other hand, transportation was the least likely.
The Bigger Picture
This is especially important when it comes to big policy changes. Sure, the government can offer incentives for eco-friendly choices, but those incentives won’t matter if people don’t feel encouraged to use them. That’s where social influence comes in. If we see others taking advantage of these programs, we’re more likely to consider them ourselves.
The problem is that we often underestimate how many people actually do care about climate change. It’s like we’re all living in these “normative bubbles,” thinking we’re more alone in our beliefs than we actually are. Research shows a huge gap between what people think others believe about climate action and what they actually believe. This “pluralistic ignorance” keeps us stuck. If we don’t realise how many people are on our side, we’re less likely to act.
That’s why it’s so important to make climate action visible. We need to pop those normative bubbles and show people that they’re part of a growing movement. Seeing others act can be the spark that ignites our own motivation. It can turn abstract concerns about the planet into concrete actions we can take in our daily lives.
People, in general, underestimate the support for climate action, and this “perception gap” truly matters. Why? Governments and businesses will change their policies when they have strong public backing and know that consumers want changes in their practices as well as products. They are more likely to make changes when they think others will do the same. If governments, CEOs and innovators know that most people are worried about climate and demand changes, they will be more willing to drive the change. Don’t keep quiet out of fear!
Individual Actions Matter
And let’s be honest; individual actions do matter. No single person choosing a plant-based burger will solve climate change. But a lot of people who make small changes? That creates a powerful wave of social pressure that can push for bigger, systemic changes. Think of it like this: individual actions change society, and that’s what changes systems. We need both.
While large-scale policy changes are essential, they’re more likely to succeed when a shift in social norms supports them. That shift starts with individuals making changes in their own lives. Each person who chooses a plant-based meal, reduces food waste, or opts for green energy contributes to a growing wave of change. These individual actions create the social pressure that fuels systemic change. It’s a feedback loop: Individual actions influence society, and societal shifts pave the way for more significant policy changes.
So, how can we harness the power of the crowd to accelerate climate action? Here are a few ideas:
Make Your Actions Visible
Don’t be afraid to talk about the climate-friendly choices you’re making. Share your experiences with friends, family, and colleagues. You might be surprised at how many people are interested or already taking similar steps. From switching to vegan cosmetics or even becoming completely vegan up to small changes in habits and consumption.
Celebrate Progress
Share stories of individuals and communities successfully implementing climate solutions. Showcase the benefits of these actions, both for the environment and for people’s lives. Acknowledge and celebrate the progress that’s being made, both at the individual and collective level. Positive reinforcement can be a powerful motivator.
Join Climate Community
Join local climate groups or online communities to connect with like-minded individuals. Sharing experiences and supporting each other can be incredibly motivating. When you hear someone underestimate the level of support for climate action, gently correct them with facts and data. Help to break down those normative bubbles.
If you care about climate change, don’t be afraid to show it! Talk to your friends, family, and neighbours. Share your experiences, and celebrate the actions you’re taking. You might be surprised at how many people are ready to join you. And together, we can create a world where climate action is not just the right thing to do, it’s the normal thing to do. Let’s move beyond feeling overwhelmed and isolated and instead become part of a growing movement for change.
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