Research involving 59,440 participants in 63 countries suggests that while alarming messages about climate change may spread widely online, they are less effective at motivating individuals to take concrete action. The study found that a passage loaded with doom and gloom was the most shared message on the internet and social media, but it was the least effective at prompting actions like planting trees or increasing belief in the climate emergency.
Conversely, messages that emphasised overwhelming scientific consensus, stating that "Earth is warming and climate change is happening" due to human activity, proved more effective across most measured outcomes, excluding internet sharing. This approach conveyed facts in a sober manner, backed by 99% of climate scientists.
Further findings indicate that informing people about the potential emotional benefits of climate action, such as increased hope and connection, significantly increased their likelihood of engaging in political participation, advocacy, donating to climate causes, or changing their lifestyle. This suggests that providing reasons for hope may be crucial for motivating action in the face of significant threats.