Unlocking the Power of Emotion: How Effective Climate Change Communication Inspires Action – Insights from the Yale Program on Climate Change Communication

We’re excited to share a new study published in Environmental Communication about how emotions affect climate change communication.

Researchers have long explored how different emotional tones—like humor, fear, or hope—impact how people respond to messages about climate change. But separating emotional content from its delivery has been tricky. For instance, a funny climate change message uses different words than a serious one, making it hard to pinpoint why people react in specific ways.

To dig deeper, a study involved 3,463 participants who listened to three different scripts on how climate change affects extreme weather. The scripts were all based on the same factual information, but varied in emotional content. One was neutral, one had some emotional elements, and the last was more emotive.

Voice actors recorded each script in two styles: neutral and emotional. Participants then heard one of these six versions or a control message about cheetahs. The result? All the messages boosted understanding about climate change’s impact on weather, but they didn’t differ significantly in effectiveness.

This finding shows that the factual content of the messages was the main factor in improving understanding, rather than how emotional the delivery was.

Interestingly, past research highlights that emotions like worry and compassion can still play crucial roles in conveying climate change issues. The results of this study suggest emotional context matters, but not always in the way we think.

The full study, which contains even more insights, is available here.

In a world facing clear climate challenges, understanding how to communicate this information effectively is essential. While emotions might not always sway perceptions in every context, they still have potential value. For example, related discussions on social media frequently center on emotional responses to climate news, showcasing a blend of worry, motivation, and hope.

For those curious about the data behind these findings, more information can be accessed in this Data Tables for Accessibility.

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