A recent experiment explored how perceptions of public support for climate action influence individual donations to a charity focused on renewable energy. Participants typically donated around half of a $450 pot, but those informed that 79% of people believe climate action is important gave an additional $16. This suggests that correcting misconceptions about public opinion can catalyze significant donations, highlighting the potential for a large, activated climate movement. Experts propose a communication campaign to address these perception gaps, which may be powerful in fostering climate activism globally and creating social momentum.
The average person gave away about half the money and kept the rest. But what if you had been told beforehand that the vast majority of other people think climate action is really important?
Being informed about the true level of support boosted the donations by $16 for each person. Such a communication campaign could be among the most powerful tools available to fight the climate crisis.
Decades of psychological research indicates that correcting misunderstandings can change people's views across a swathe of issues, from participating in protests to voting for Donald Trump.
We're sitting on an enormous potential climate movement... But when you break through these perception gaps, you help people understand that they're not alone.
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