Resource Type: Social Science Research

Stick with familiar terms when messaging about climate change. Overall, this research found that “climate change” and “global warming” were rated as most familiar and most concerning, and “climate justice” the least, with ratings for “climate crisis” and “climate emergency” falling in between. Moreover, this research finds no evidence for “climate crisis” or “climate emergency” eliciting more perceived urgency than “climate change” or “global warming.” Rated willingness to support climate-friendly policies and eat less red meat were less affected by presented terms, but they were lowest for “climate justice.” Although effects of terms on rated familiarity, concern, and perceived urgency varied by political leaning, “climate justice” generally received the lowest ratings on these variables among Democrats, Republicans, and Independent/others. Further analyses found that when terms were unfamiliar, participants were generally less likely to express concern, urgency, policy support, or willingness to eat less red meat.