Mark S. McCaffrey

By some counts, up to 98% of environmental news stories are negative in nature. Implicit in this number is the conventional wisdom among many communicators that increasing people’s understanding, awareness, concern or even fear of climate change are necessary precursors for action and behavior change. In this article we review scientific theories of mind and brain that explain why this conventional view is flawed. In real life, the relationship between beliefs and behavior often goes in the opposite direction: our actions change our beliefs, awareness and concerns through a process of self-justification and self-persuasion. As one action leads to another, this process of self-persuasion can go hand in hand with a deepening engagement and the development of agency—knowinghowto act. One important source of agency is learning from the actions of others. We therefore propose an approach to climate communication and storytelling that builds people’s agency for climate action by providing a wide variety of stories of people taking positive action on climate change. Applied at scale, this will shift the conceptualization of climate change from ‘issue-based’ to ‘action-based’. It will also expand the current dominant meanings of ‘climate action’ (i.e. ‘consumer action’ and ‘activism’) to incorporate all relevant practices people engage in as members of a community, as professionals and as citizens. We close by proposing a systematic approach to get more reference material for action-based stories from science, technology and society to the communities of storytellers—learning from health communication and technologies developed for COVID-19.

Achieving the goals of the Paris Agreement and related sustainability initiatives will require halving of global greenhouse gas emissions each decade from now on through to 2050, when net zero emissions should be achieved. To reach such significant reductions requires a rapid and strategic scaling of existing and emerging technologies and practices, coupled with economic and social transformations and novel governance solutions. Here we present a new ‘Powers of 10’ (P10) logarithmic framework and demonstrate its potential as a practical tool for decision makers and change agents at multiple scales to inform and catalyze engagement and actions, complementing and adding nuance to existing frameworks. P10 assists in identifying the suitable cohorts and cohort ranges for rapidly deploying climate and sustainability actions between a single individual and the globally projected ∼ 10 billion persons by 2050. Applying a robust dataset of climate solutions from Project Drawdown’s Plausible scenario that could cumulatively reduce greenhouse gas emissions by 1051 gigatons (Gt) against a reference scenario (2190 Gt) between 2020 and 2050, we seek to identify a ‘sweet spot’ where these climate and sustainability actions are suitably scaled. We suggest that prioritizing the analyzed climate actions between community and urban scales, where global and local converge, can help catalyze and enhance individual, household and local practices, and support national and international policies and finances for rapid sustainability transformations.