Action on climate change requires more than information, provided by IPCC reports and other sources. It also requires motivation; motivation to change our life styles, building codes, travel habits, food choices, energy sources, economic and social indicators, political processes, and much more. Change is full of uncertainties, hence scary, and also effortful and costly, so there needs to be strong reason for it. Climate activists have so far typically chosen to motivate with fear and guilt, using the forecasts provided by climate scientists and climate change impact modelers to paint dooms-day scenarios of a future world of business-as-usual. While negative messaging is extremely effective in getting people’s attention, it is terrible at holding their attention for extended periods of time. Fear and guilt work in situations that provide specific and effective means to reduce the risk or alleviate the guilt, precisely because people find the negative emotion very aversive and will try to bring it to an end. When it comes to climate change risks, there are no silver bullets. Sustained action and change on multiple fronts by many parties over extended periods of time ('silver buckshot') is what is needed, and in the absence of a quick fix, negative messaging invites people to tune out, switch channels, or engage in wishful denial. The challenge in starting a local, national, and international dialogue about climate change and climate change solutions is to find positive motivators, hope for progress towards a better future, without projecting unrealistic confidence and distorting the magnitude of the challenge ahead of us.
Elke Weber, professor of psychology