Why don’t people choose to do things that will help reduce climate change? Behavioral psychology provides some answers by identifying common barriers:
- Action barriers
- Perceptual barriers
- Self-interest barriers
- Moral barriers
- Social barriers
By recognizing these barriers, strategists can plan their communications better. For example, talk about the immediate and local impact of climate change. Describe how others are taking action („X% of people are eating less meat each week.“) to create a social norm. Identify the top few actions people should take. You can read GSPI’s policy brief, as well as a new article.
