Understanding the Social Aspect: Key to Effective Climate Action and Communication.

On Wednesday, October 16, the Center for the Promotion of Science hosted a workshop titled “Understanding the Social Aspect: Key to Effective Climate Action and Communication.” The workshop focused on the social aspects influencing the implementation of climate actions in society. Participants had the opportunity to explore the reasons why individuals might be uncertain, confused, or indifferent towards climate initiatives, as well as the differences in perception of the importance of certain actions.

The guest lecturer was Dr. Kris de Meyer from UCL Climate Action Unit, a neuroscientist specializing in science communication, particularly in the context of climate change. Through his research, he has studied how people make decisions and why they may come into conflict even when their goals align. Dr. De Meyer covered topics such as the neuroscience behind effective communication, the brain’s decision-making processes, understanding diverse responses to climate change, and storytelling strategies that promote positive change.

Kris de Meyer’s workshop on climate communication delved into seven critical insights from neuroscience and psychology to transform how we discuss and act on nature and climate crisis. These insights are designed to aid professionals from various fields, including policy, business, finance, science communication, and journalism, in fostering greater climate action. The workshop covered 7 neuroscience insights:  (1) Speak to the Elephant, emphasizing the importance of addressing both intuitive and deliberative thinking when engaging with people on climate change, starting from their personal, lived experiences; (2) Ginger-the-Dog, highlighting how language can often lead to misunderstandings, particularly across professional communities, and the need for clear communication; (3) Actions drive beliefs, challenging the conventional view that beliefs drive actions and suggesting that actions can also change beliefs through self-persuasion; (4) Polarization of Climate Change, explaining how opinions on climate action can become deeply entrenched and lead to action paralysis without a sense of common purpose; (5) Fear and Threat Messaging, which can be counterproductive if not accompanied by concrete, doable recommendations, leading to anxiety or denial; (6) The Social Nature of Factual Debates, recognizing that high-stakes debates are influenced by social factors and the importance of understanding others’ perspectives; (7) Values as Shorthand, using values to connect with people’s intuitive responses and understand why certain messages resonate.

By integrating thought experiments, dynamic discussions, narratives, and metaphors, attendees learned how neuroscience can become a key tool in understanding different audiences, effectively communicating about climate change, and motivating individuals to take actions that contribute to addressing climate challenges.

Kris de Meyer is part of the LEVERS project consortium, and his visit was part of project activities aimed at empowering participants, especially in the domain of effective communication within the community, as well as communication with external collaborators and the general public. Since the LEVERS project aims to raise awareness about climate justice, Dr. De Meyer was there to train members of the local LV on how to reach people in their community and inspire them to take steps in their environment to combat climate change.