Climate experts now emphasize the significant roles individuals play in mitigating climate change. Research shows people are more likely to adopt climate-friendly behaviors when they observe others doing them. This social proof is a stronger motivator than income, background, or political affiliation. Rare’s three-part strategy will conduct and share groundbreaking research, test evidence-based strategies to shift climate beliefs and behaviors, and influence media channels to reach Americans with climate messaging. This will equip and engage communities and creators with insights and tools to make climate-friendly lifestyle changes more popular and easier to adopt.
The three strategies are:
1) Climate Culture Index 2025: This initiative generates research on psychosocial drivers of climate-positive actions.
2) Assessing the Impact of Solar Panels on Screen: This research explores the effectiveness of visual cues in influencing perceptions and norms around climate solutions.
3) Audience Segmentation for Climate Messaging in Entertainment: This component delivers insights for crafting precise messaging within entertainment.