INCREASING PUBLIC UNDERSTANDING OF CLIMATE RISKS & CHOICES: Learning from Social Science Research and Practice

The document details a workshop between social scientists, climate scientists, and various leaders to address why the American public remains divided on climate change despite scientific consensus. It argues that communication must shift from a 'knowledge deficit' model to one based on shared values, targeted messaging for the 'persuadable middle,' and the use of diverse, non-traditional messengers.

• There is a significant gap between the scientific consensus on climate change and a 'social consensus' in the United States. Public belief in global warming declined by 14% between 2008 and 2011, with only around 51% of Americans understanding that warming had already begun by 2011.
• Public skepticism of climate change is driven more by 'motivated reasoning' and cultural cognition than by a lack of scientific knowledge. Individuals tend to filter information to align with their identity and deeply held cultural values, rejecting evidence that challenges those values.
• Effective communication should target the 'persuadable middle'—the mass public—rather than attempting to convince 'die-hard skeptics.' This approach is compared to a jury trial where the goal is to win over the silent jury rather than the opposing counsel.
• The 'knowledge deficit' model—the assumption that providing more facts will change minds—is considered a 'fool's errand.' Instead, communicators should 'come as a friend,' affirming the listener's sense of self and linking climate action to their existing values.
• The identity of the messenger is as critical as the message itself. Trusted leaders from non-traditional environmental backgrounds—such as faith leaders, business executives, and conservatives—can break through cultural filters by framing climate change through stewardship, accountability, or risk management.
• Communication strategies should move beyond traditional media to include visual information, social media, and diverse venues such as museums, zoos, and pulpits. There is also a call to utilize 'citizen science' to engage younger generations.
• Narrative storytelling and personal anecdotes are more compelling than pedantic or technical dialogues. Stories that depict a world that is 'orderly, just, right, and good' can resonate across the political spectrum.
• There is a tension between using 'doom and gloom' urgency versus positive, solution-oriented messaging. While some argue that positive calls-to-action and concrete adaptation measures are more engaging, others warn against underplaying the seriousness of the 'carbon bomb.'

APA

Balbus, A. (2012). INCREASING PUBLIC UNDERSTANDING OF CLIMATE RISKS & CHOICES: Learning from Social Science Research and Practice. Union of Concerned Scientists. https://www.ucs.org/sites/default/files/attach/2018/01/gw-Increasing-Public-Understanding-of-Climate-Risks-and-Choices.pdf

Chicago

Balbus, Arielle. INCREASING PUBLIC UNDERSTANDING OF CLIMATE RISKS & CHOICES: Learning from Social Science Research and Practice. Union of Concerned Scientists, 2012. https://www.ucs.org/sites/default/files/attach/2018/01/gw-Increasing-Public-Understanding-of-Climate-Risks-and-Choices.pdf.

Wikipedia

{{cite report |last1=Balbus |first1=Arielle |title=INCREASING PUBLIC UNDERSTANDING OF CLIMATE RISKS & CHOICES: Learning from Social Science Research and Practice |publisher=Union of Concerned Scientists |date=May 2012 |url=https://www.ucs.org/sites/default/files/attach/2018/01/gw-Increasing-Public-Understanding-of-Climate-Risks-and-Choices.pdf |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{balbus2012increasing, author = {Balbus, Arielle}, title = {{INCREASING PUBLIC UNDERSTANDING OF CLIMATE RISKS \& CHOICES: Learning from Social Science Research and Practice}}, institution = {Union of Concerned Scientists}, year = {2012}, month = may, url = {https://www.ucs.org/sites/default/files/attach/2018/01/gw-Increasing-Public-Understanding-of-Climate-Risks-and-Choices.pdf}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }