Unlocking the Power of Support: Why We Underestimate Collective Action for Climate Change – Insights from Kevin Green & Rakhim Rakhimov

Two years ago, we launched the Climate Culture Index to understand how Americans view climate-friendly behaviors. We discovered that many people believed others were less supportive of these actions, creating what we called a “normative bubble.” This bubble makes individuals feel isolated in their support for things like reducing food waste or driving electric cars.

Fast forward to now, and our latest research reveals that this bubble remains unpopped. Many Americans still misunderstand their peers’ opinions. For example, while nearly 60% of Americans think solar panels are a good idea, only 30% believe that most others share that view. This leads to a critical takeaway: people aren’t as alone in their climate support as they think, which is vital since believing that others are taking climate action encourages individual participation.

In our 2024 Climate Culture Index, we examined perceptions and support for seven climate actions, including solar panel installation and reducing beef consumption. We also looked into public attitudes toward policies that could encourage these actions. Our findings show many Americans back incentives like cash rebates for solar panels and electric vehicle purchases, with support levels exceeding 80% for some policies.

However, a significant gap exists between how many people support these policies and how much they think their neighbors support them. On average, there’s a 20-point difference between actual and perceived support. This gap can keep individuals from taking action, as they may believe they’re in the minority.

This issue extends beyond climate action, as societal norms influence how we behave. Many people conform to perceived norms in their communities. If we don’t recognize that our peers support climate initiatives, we may hesitate to engage in those actions ourselves.

Another challenge from our recent findings is a decline in people’s confidence to act on climate issues. Many now feel less capable of taking initiative—like installing solar panels—than they did in the past. This drop in self-efficacy is troubling because confidence is a key driver of real-world action. When people doubt their ability to make changes and don’t see others doing so, they feel even less motivated.

This decrease in confidence could stem from increased awareness of the challenges involved. For example, as electric vehicles and solar options grow more popular, people hear more about potential hassles like long wait times for chargers or complexities in accessing incentives. Financial strains and economic uncertainty might also make costly investments seem less doable.

For those involved in promoting climate action, it’s crucial to address these barriers. Breaking tasks into manageable steps and providing clear guidance can help to rebuild confidence. Initiatives like hands-on trials—offering EV test drives or guided solar installations—can make taking action feel more accessible. Highlighting success stories in media and peer groups can also motivate individuals to step outside their bubble.

By normalizing climate-friendly behaviors and addressing misconceptions about community support, we can foster a supportive environment for taking action. Closing the gap between perceived and actual support can empower more people to engage in climate-positive actions, fostering a collective momentum toward a more sustainable future.