NEW RESEARCH FROM IRELAND REVEALS THAT: “Generational narratives make young people more worried about climate change, without any corresponding increase in willingness to engage in climate action”
Note to Reader:
Ireland’s Environmental Protection Agency commissioned the team of Dr Shane Timmons, Ylva Andersson and Prof Pete Lunn with the Economic and Social Research Institute (ESRI) to examine ways to improve communication about environmental issues with young people. Work on this project began in Summer 2021 and the findings were published in May 2024.
Young People Underestimate Older Generations’ Concern about Climate Change
Young people underestimate how worried older people are about climate change, according to new ESRI research. In an experiment, three-in-four estimated older people’s concern to be lower than older people reported when asked themselves. Correcting this underestimation increased these young people’s belief that others will play their part to help mitigate climate change.
The EPA-funded study also tested the effect of highlighting generational narratives about climate change, which are commonly used by activists to motivate engagement with the issue. A sample of 500 young people aged 16 to 24 read a short text about climate change. The main information was the same for all participants, but for half the participants, selected at random, the text emphasised generational differences in the causes of climate change and exposure to its effects. After reading the text, participants responded to questions about their perceptions and willingness to engage in climate action.
The findings revealed that generational narratives make young people more worried about climate change, without any corresponding increase in willingness to engage in climate action.
The study also tested the effects of providing young people with accurate information on how worried older people (above 40 years) are. Among those who had underestimated older people’s worry, seeing estimates from previous research boosted their belief that others, and in particular older people, are willing to play their part to mitigate climate change. Research from behavioural economics suggests that such beliefs are vital for encouraging climate action.
Dr Eimear Cotter, Director of the EPA’s Office of Evidence and Assessment noted “Responding to the climate crises requires collective action across all segments of society. This research provides valuable insights to help inform the design of effective climate communications strategies that motivate different generational groups to act collectively”.
To Learn More:
Download a copy of the press release issued by ESRI and titled Generational Narratives about Climate Change Worry but do not Motivate Young People.
Download a copy of the research findings titled Communicating climate change as a generational issue: experimental effects on youth worry, motivation and belief in collective action.
A British Columbia perspective
“I have heard from youth that it’s seems to them that older generations don’t care about climate change, they feel solely burdened. Additionally, they are not seeing much about climate change on social media either,” observed Michael Blackstock, co-founder of the Blue Ecology Institute Foundation, after he read about the ESRI findings.
“On the other hand, I know older generations that care, like the leadership team of the Partnership for Water Sustainability in British Columbia.”
“Our role is to bridge between generations, and show each other we care.”
