Resource Type: Research & Articles

This review of social science research suggests best practices for crafting viral content, and strategies for creating and placing it.

Frames that include social and economic reforms increase public support for climate change mitigation. Combining increased minimum wage, affordable housing with job guarantees are effective frames, particularly among people of color. Advocates should consider linking climate policy to social and economic reforms. Policy bundling can expand the scope of political discussion and sidestep gridlock. In a series of experiments, the authors find that compared to frames that did not include any economic policy, hypothetical proposals that included a job guarantee, the retraining of fossil fuel workers, or provide unionized clean energy jobs increases support for the bundled policy by 6-14 percentage points.  Importantly: while the increase in support was higher for Democrats, NONE of the economic frames was associated with a decrease in support among Republicans.