What is it about?
Our study explores why some people are more likely than others to support environmental policies or have climate-friendly intentions. Surveying almost 2,000 people in the UK, we found that emotions such as worry and distress about climate change, along with strong pro-environmental values and a belief that actions make a difference, play a key role in motivating engagement. People who feel emotionally connected to the issue and believe in the effectiveness of collective efforts are much more likely to support climate policies and make sustainable choices. The findings suggest that effective climate communication should not rely on facts alone—it must also connect with people’s feelings and values to inspire real change.
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Photo by Li-An Lim on Unsplash
Why is it important?
Climate and nature change communication often focuses on facts and statistics, yet these alone rarely inspire meaningful action. Our study shows that emotions and values are just as important as knowledge when it comes to motivating people to act on the current crisis. By revealing how feelings such as worry or concern connect what people care about to what they actually intent to do, this research offers new insight into how to design more effective messages, policies, and community initiatives. At a time when public engagement is essential for achieving net-zero goals, understanding the emotional side of the climate and nature emergency can help bridge the gap between awareness and action.
Perspectives
This study marks the beginning of a broader research programme I am developing to understand the key psychological mechanisms that shape how people respond to the climate and ecological emergency. My goal is to uncover what drives both mitigation and adaptation. For example, why some people act while others remain disengaged, and how we can use this knowledge to promote meaningful change. By combining insights from psychology, neuroscience, and the social sciences, I hope to help bridge the gap between awareness and action, persuading people to recognise the reality of the crisis we face and inspiring both individual and collective efforts to build a more sustainable future.
Elia Valentini
Read the Original
This page is a summary of: Motivational factors predicting pro-environmental policy support and behavioural engagement, PLOS Climate, November 2025, PLOS,
DOI: 10.1371/journal.pclm.0000622.
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