Climate Doom Undermines Motivation to Act
“Climate Doom” is actually a thing. It is defined as the belief that climate change is an unstoppable catastrophe and that it is too late to take effective action against. This raises concern that climate doom can lead to inaction. If nothing can be done, if it is too late, why bother?
Researchers are now exploring the issue and are finding that climate doom can erode motivation to take steps to address the challenge. Take a study that compared a climate doom narrative to alternatives in 63 countries. It found that, of the eleven narratives tested, climate doom was the least effective at motivating personal action and among the least effective at changing beliefs or support for policy. Unfortunately, the climate doom narrative was most likely to be shared on social media.
In a nutshell, people are spreading hopeless information about climate change that makes other people want to check out.
Most Canadians Have Not Given Up
So, where are Canadians at when it comes to climate doom?
Recent research by the Centre for Media, Technology and Democracy titled Are Canadians Climate Doomers?, which Re.Climate’s Dr. Chris Russill contributed to, shows that only 11-12 per cent of Canadians think it’s too late when it comes to climate change.
There are some demographic differences worth noting. Gen Zers and Millennials are more pessimistic than older generations. Men have more climate doom than women. BlueSky and TikTok users are also more negative.
However, the vast majority of Canadians haven’t given up.
That’s the good news.
The Real Problem Is What Canadians Think Others Believe
The challenge is that most Canadians hold the view that almost half of the population–48 per cent–have thrown in the towel. That can put a chill on climate conversations and action.
According to Social Cognitive Theory, the willingness to act depends on whether we believe it will make a difference. As Dr. Kathrine Hayhoe points out, part of how that is measured is whether we think we are acting alone or if others are taking steps as well. A collective approach is what is desired and motivating.
Unfortunately, in most countries, most people don’t talk about climate change or hear others talk about it regularly. They don’t know what others are doing and continue thinking they are in the minority when it comes to their concerns and decision-making.
Conversation Turns Concern Into Collective Action
Having real-time conversations about climate change with people we know and trust can build a sense of efficacy. It can help overcome climate grief and motivate action when we know we are not the only ones who care and are engaging in change.
A proven approach is peer-based dialogues, both in person and online, that allow people to work through the risks they face, discuss how climate impacts are and will affect lives and communities and generate ideas for solutions.
Climate conversations don’t need to avoid the reality of impacts. In fact, clarifying where there is scientific consensus and what actions can be taken can change views and build support for policy and climate action. Amplifying values-based narratives that emphasize hope via action is the opposite of promoting climate doom narratives where everything is too late and nothing matters.
Cara Pike is Re.Climate’s Senior Advisor and the founder and executive director of Climate Access, a non-profit focused on building political and public support for climate action. Cara is a pioneer and leading thinker in climate communications. She regularly advises government agencies and nonprofit organizations.
