Climate action may depend less on persuading people with more information and more on showing them that sustainable behaviour is trusted, normal and socially supported, according to a new study from researchers at the University of Bath in the UK. The research identifies social influence as a powerful but underused tool for accelerating changes in everyday behaviour, from transport and diet to household energy use, civic participation and professional decision-making.
Published in Nature Climate Change, the study was led by psychologists from the Centre for Climate Change and Social Transformations, or CAST. The researchers reviewed evidence on how people respond to climate-related messages and actions from individuals, communities, organisations and institutions. Their central conclusion is that climate communication is most effective when the right messenger reaches the right audience through the right form of influence and focuses on a behaviour that is especially responsive to social cues.
The researchers organise this challenge through a four-dimensional framework involving the messenger, the audience, the mode of influence and the behavioural domain. Rather than treating the public as a single group that can be persuaded by one universal campaign, the framework emphasises the importance of matching communication strategies to specific social groups and practical decisions. This approach could help policymakers and communicators design interventions that are more targeted, credible and likely to translate into action.
The first dimension, the messenger, concerns the person or organisation delivering the influence. Celebrities, athletes, politicians and environmental campaigners may have wide reach, but trusted everyday figures can be equally important. Healthcare workers, religious leaders, teachers, hairdressers, small-business owners, neighbours, colleagues, friends and family members may be especially persuasive because they are embedded in people’s daily lives. Governments, companies and media organisations can also influence behaviour through policies, advertising, public information and the choices they make visible to the public.
Trustworthiness, credibility and relevance determine whether a messenger is likely to be heard. A nationally known celebrity may attract attention, but a local community figure may be better placed to influence a decision such as installing a heat pump, changing commuting habits or reducing household energy use. The researchers suggest that successful campaigns should therefore look beyond popularity and consider whether a messenger is seen as knowledgeable, authentic and socially connected to the audience being addressed.
The second dimension is the audience. People differ in their age, income, values, political identity, cultural background, environmental beliefs and access to low-carbon choices. These differences shape how climate messages are interpreted and whether people can act on them. The study also stresses that audiences are not passive recipients of information. Conversation, feedback and two-way engagement can help messengers understand concerns, overcome practical barriers and adapt messages to the realities of different communities.
The third dimension focuses on the mode of influence: the mechanism through which social pressure, encouragement or example changes behaviour. Influence can occur through personal conversations, traditional media, social media, public campaigns, institutional decisions and role modelling. Social norms are particularly important because people often use the behaviour of others as evidence about what is acceptable, desirable or expected. When individuals see peers adopting a sustainable practice, they may become more willing to follow, especially when the behaviour is visible or carries social meaning.
The researchers identify a fourth dimension: the behavioural domain being targeted. Some actions are more socially influenced than others. Cycling, dietary choices and clothing can be highly visible, allowing people to observe and interpret what others do. Decisions such as purchasing an electric vehicle or installing a heat pump may also be shaped by social influence because individuals often face uncertainty about cost, performance and suitability. In these situations, trusted recommendations and examples from peers can help people evaluate unfamiliar options.
By linking these four dimensions, the framework offers a technical model for designing and evaluating climate interventions. A campaign encouraging plant-based eating, for example, may require different messengers and communication channels from one promoting public transport or household insulation. The researchers argue that effectiveness depends on alignment: the messenger must be credible to the audience, the mode of influence must fit the social context and the targeted behaviour must be clearly defined. Without this alignment, even well-funded campaigns may fail to produce lasting change.
Dr Sam Hampton, a CAST member in the University of Bath’s Department of Psychology, said that public concern about climate change is widespread but that the necessary behavioural changes are not happening quickly enough. He argued that environmentally friendly choices must become mainstream and that communicators should use the influence of celebrities, brands and community figures more strategically. Professor Lorraine Whitmarsh, CAST director, described social norms as “powerful, silent signals” that shape behaviour and said the study shows how they could be used to accelerate climate action. The researchers present their framework as both an analytical tool for future studies and a practical guide for policymakers, organisations and communicators seeking to make sustainable behaviour feel ordinary, visible and socially supported.
Subject of Research: People
Article Title: Social influence shapes climate attitudes and action
News Publication Date: 4-Aug-2026
Web References: https://www.nature.com/articles/s41558-026-02711-z; https://researchportal.bath.ac.uk/en/persons/samuel-hampton/; https://researchportal.bath.ac.uk/en/persons/lorraine-whitmarsh/
References: Nature Climate Change. DOI: 10.1038/s41558-026-02711-z
Keywords: Climate change, social influence, climate communication, behavioural change, social norms, sustainable behaviour, environmental psychology, public engagement, climate action, University of Bath
