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

Waqf, often described as a charitable endowment, allows individuals to allocate assets for ongoing community benefit. This unique financial mechanism serves as a sustainable source of funding, aimed at supporting various social, educational, and environmental initiatives. Its historical significance in Islamic societies demonstrates a commitment to collective welfare, exemplifying how community-oriented financing can create long-term benefits. The adaptability of waqf models in addressing contemporary issues such as climate change exemplifies the multidimensional role that traditional practices can play in modern sustainability efforts.

On the other hand, zakat—the practice of giving a portion of one’s wealth to those in need—is another pivotal institution in Islamic philanthropy. Unlike waqf, zakat is obligatory and requires Muslims to donate a fixed percentage of their savings annually. This compulsory act not only purports to relieve poverty but also incentivizes wealth redistribution, thereby fostering economic resilience in communities. The integration of zakat funding into climate resilience projects can serve as a significant boost for efforts aimed at environmental protection, disaster response, and sustainable development.

As we delve into the intersections of these two concepts with climate action, it is essential to recognize the increasing urgency for community engagement in sustainability initiatives. Climate change disproportionately impacts marginalized communities, making grassroots involvement a cornerstone of effective adaptation strategies. The waqf and zakat frameworks inherently encourage community empowerment, providing the necessary tools for local populations to become active participants in crafting their climate resilience strategies.

One of the most compelling examples of this synergy can be seen in projects that link funds raised through waqf and zakat to climate mitigation and adaptation practices. By channeling these financial resources into initiatives such as reforestation, sustainable agriculture, and renewable energy installations, communities can bolster their resilience against climatic disasters. The funds collected can be strategically utilized to create infrastructure that can withstand extreme weather events while also promoting environmental preservation.

Furthermore, the intrinsic values cultivated through waqf and zakat practices often predispose communities towards collaborative action. When individuals perceive their contributions as part of a collective effort to enhance community welfare, there is a greater likelihood of participation and innovation in addressing local environmental challenges. This communal spirit can lead to the establishment of robust networks and partnerships that further strengthen climate resilience measures.

However, the successful implementation of waqf and zakat in promoting climate resilience requires an intricate understanding of local contexts. The socio-economic landscapes, cultural practices, and environmental challenges must be assessed uniformly to create tailored approaches. It becomes essential to engage community leaders and stakeholders to ensure that the initiatives align with their needs and aspirations. Inclusive dialogue will furthermore nurture a sense of ownership among community members, fostering long-term commitment to the established projects.

In navigating the complexities of integrating waqf and zakat into climate action, it is vital to employ an evidence-based approach. Research and case studies showcasing effective applications can serve as robust frameworks for other communities to emulate. By sharing success stories and lessons learned from various contexts, practitioners and policymakers can promote models of resilience that resonate with diverse populations experiencing the adversities of climate change.

Moreover, collaboration with governmental and non-governmental organizations can enhance the efficacy of local initiatives. Partnerships that combine local knowledge with external resources and expertise can amplify the impact of the funds mobilized through waqf and zakat. Such synergistic efforts can create a holistic approach towards climate resilience, where both community-driven and larger-scale initiatives complement one another.

Legislative and regulatory frameworks also play a crucial role in enabling waqf and zakat systems to contribute meaningfully to climate resilience. Governments can support these initiatives by creating conducive environments for innovation and investment in sustainable practices. This entails formulating policies that recognize the significance of Islamic philanthropy in addressing socio-environmental issues alongside traditional funding mechanisms.

As communities transition into a net-zero future, it is essential to reimagine the potential of waqf and zakat within the broader climate action agenda. By framing these traditional practices not just as acts of charity, but as integral components of sustainable development, we can leverage their power in fostering resilience. This transition calls for a paradigm shift that recognizes collective responsibility and the role of every individual in confronting the climate emergency.

In conclusion, integrating waqf and zakat into community-based climate resilience initiatives offers a promising avenue for sustainable development. These traditional practices harbor the potential to not only provide financial resources but also to engender a spirit of collaboration necessary for effective climate action. As the world continues to confront the ramifications of climate change, embracing and adapting indigenous knowledge and practices will be pivotal in securing a resilient and sustainable future for all.

Subject of Research: The role of waqf and zakat in promoting community-based climate resilience during the transition to net-zero emissions.

Article Title: Waqf and zakat as drivers of community-based climate resilience in the net zero transition.

Article References:

Korkut, C. Waqf and zakat as drivers of community-based climate resilience in the net zero transition.
Discov glob soc 3, 178 (2025). https://doi.org/10.1007/s44282-025-00333-y

Image Credits: AI Generated

DOI: https://doi.org/10.1007/s44282-025-00333-y

Keywords: Climate resilience, waqf, zakat, net-zero transition, community-based practices.