We Still Underestimate Others’ Support for Climate Action
Two years ago, our team at Rare launched the Climate Culture Index, a research initiative designed to track Americans’ states of mind relative to key climate-friendly behaviors. Back then, we found a big disparity between the level of support Americans had for these behaviors and how much they thought other Americans supported them. We called this a “normative bubble” and suggested that it could be popped by normalizing these behaviors, which include reducing food waste, adopting home solar, and driving an EV. Normalization would then lead to greater adoption of the behaviors. ….[READ]
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