. By continuing to mainly speak to these audiences that are already engaged, the climate movement is failing to effectively communicate with people who are susceptible to climate misinformation. This will only solidify the lack of support for climate action.
Persuadables also don't necessarily trust the climate movement to have their best intentions at heart. Our research showed that they often think we're out of touch, 'buzzkills,' or snobby. Our British Black and South Asian respondents also complained that the climate movement feels too white to either represent or include them. Great efforts are being made to change this, but the perceptions remain.
We need to reach the persuadable majority before the climate disinformation campaigns do, and earn their trust and engagement, for the sake of the planet and humanity. Thirdly, use cultural codes that align with Persuadables' identities. Create narratives and images that make climate actions appeal more to men; spotlight stories of climate action that benefit local areas and feature familiar people, places, and culture to increase impact. Work with people who Persuadables know and trust, or with spokespeople such as farmers, who Persuadables feel have a high level of knowledge about the environment, rather than actors who they trust less.