Social influence can help tackle climate change
The power of social influence could be key to changing attitudes and behaviors around climate change, according to a new study by researchers at the Center for Climate Change and Social Transformations (CAST).
The power of social influence could be key to changing attitudes and behaviors around climate change, according to a new study by researchers at the Center for Climate Change and Social Transformations (CAST).
The short version
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- Briony Latter, from CAST and Cardiff University's School of Psychology, said, "Addressing climate change requires widespread behavioral and societal change, so it's important to understand how social influence can be used as part of that.
- This four-dimensional framework serves as both an analytical tool for researchers and a practical guide for policymakers, communicators and organizations seeking to encourage sustainable behavior.
What happened
The messenger: The messenger refers to the source of influence. Messengers may range from celebrities, athletes and politicians to health care workers, religious leaders, hairdressers, small business owners, family, friends, neighbors and colleagues.
Why it matters
Organizations such as governments, businesses and media outlets can also shape behavior through policies and campaigns.
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