Breaking the climate silence: Predictors of discussing global warming with family and friends – Yale Program on Climate Change Communication

Report on Interpersonal Communication and Sustainable Development Goal 13: Climate Action

Introduction: The Communication Gap in Climate Action

A recent study published in PLOS Climate, titled “Breaking the climate silence: Predictors of discussing global warming with family and friends,” highlights a critical barrier to achieving Sustainable Development Goal 13 (Climate Action). Data from the “Climate Change in the American Mind” survey reveals a significant discrepancy: while a majority of the population (72%) acknowledges the reality of global warming and expresses concern (63%), only a minority (36%) engages in interpersonal discussions on the topic. This communication gap impedes the social mobilization required to advance climate-related SDGs.

Key Determinants of Climate Change Discourse

The research identifies several key factors that predict an individual’s likelihood of discussing global warming. These determinants are crucial for developing strategies that foster public engagement necessary for meeting SDG targets.

• Risk Perception and Concern: Individuals who perceive global warming as a direct risk and are worried about its impacts are more likely to discuss the issue. This emotional and cognitive engagement is a prerequisite for personal and collective action under SDG 13.
• Perceived Social Norms: The belief that peers and community members are making efforts to reduce global warming and consider it an important issue is a powerful motivator for conversation. This aligns with the collaborative ethos of SDG 17 (Partnerships for the Goals), where collective belief drives collective action.
• Media Exposure: Hearing about global warming in the media is strongly correlated with an increased frequency of interpersonal discussions, underscoring the media’s role in setting the public agenda for climate action.

Implications for Advancing the Sustainable Development Goals

Fostering conversations about climate change is fundamental to accelerating progress on the SDGs. Public discourse can build momentum for policies supporting SDG 7 (Affordable and Clean Energy) and SDG 11 (Sustainable Cities and Communities). When discussions move from abstract threats to concrete solutions, they empower communities to advocate for and adopt sustainable practices. Normalizing these conversations helps create the social and political will required for the systemic transformations envisioned in the 2030 Agenda for Sustainable Development.

Recommendations for Strategic Communication

To overcome the “climate silence” and mobilize public support for the SDGs, the following communication strategies are recommended:

1. Integrate Risk and Efficacy: Communications should pair messages about the dangers of climate change with evidence of widespread, popular support for climate solutions. This approach can empower individuals to discuss these solutions with their peers, directly supporting the objectives of SDG 13.
2. Highlight Collective Action: Emphasize that taking action on climate change is a growing social norm. Showcasing local and national support for climate policies can encourage individuals to participate in conversations, reinforcing the partnership principles of SDG 17.
3. Promote Solution-Oriented Dialogue: Future research and communication efforts should focus on the content of climate conversations, guiding them toward discussions about viable solutions and policies that advance the broader SDG framework.

SDGs Addressed in the Article

1. SDG 13: Climate Action

   • The article’s central theme is the discussion of global warming, which is a critical component of taking action to combat climate change and its impacts. It highlights that a lack of interpersonal communication can be a barrier to the collective awareness and action needed to address the climate crisis.

2. SDG 4: Quality Education

   • The article relates to education by focusing on public awareness, knowledge, and perception of climate change. Discussing global warming is a form of informal education and knowledge-sharing. The study identifies factors like media exposure and risk perception, which are integral to educating the public on sustainable development issues.

Specific SDG Targets Identified

1. Target 13.3: Improve education, awareness-raising and human and institutional capacity on climate change mitigation, adaptation, impact reduction and early warning.

   • The article directly addresses this target by analyzing the factors that predict whether individuals engage in “awareness-raising” through personal discussions. The finding that only 36% of Americans discuss the topic underscores the need to improve communication and human capacity for climate action, as suggested by the study.

2. Target 4.7: By 2030, ensure that all learners acquire the knowledge and skills needed to promote sustainable development…

   • This target is relevant because discussing climate change is a fundamental step in acquiring and disseminating the knowledge needed to promote sustainable development. The article’s investigation into what encourages these conversations—such as worry, risk perception, and media exposure—provides insights into how educational and communication efforts can be more effective.

Indicators for Measuring Progress

1. Implied Indicators for Target 13.3

   • Percentage of the population discussing global warming: The article explicitly states that “only about a third (36%) of Americans discuss global warming with friends and family.” This serves as a direct, quantifiable indicator of public engagement and awareness-raising.
   • Public perception of risk and worry: The statistics that 72% of Americans believe global warming is happening and 63% are worried about it are indicators of the population’s awareness and concern, which are precursors to action.
   • Media exposure: The article identifies “Hear about global warming in the media” as a key predictor of discussion. The frequency and reach of media coverage on climate change can therefore be used as an indicator of information dissemination.

Summary of SDGs, Targets, and Indicators

Source: climatecommunication.yale.edu