Why common climate messaging often backfires—and how to fix it

Why common climate messaging often backfires—and how to fix it

Many Americans misjudge which personal behaviors have the biggest impact on carbon emissions, researchers have found. But efforts to improve climate literacy that focus too narrowly on individual actions may inadvertently dampen public support for collective solutions.

Many Americans overestimate the climate benefits of actions like recycling and underestimate those of skipping flights or eating less meat. Focusing only on personal behavior may even reduce support for collective climate action, according to a new study.