Science and human ingenuity will help address effects of climate crisis, says microbiology organisation

How should the government approach public information campaigns on climate awareness at a time when people are preoccupied with immediate pressures?

In the context of public messaging, fear appeals have long been a popular tactic, writes Linda Stewart, news editor at Applied Microbiology International.

Vegan food. Picture: Keith Heppell

Fear-based messages, highlighting threats like physical harm or injury, tend to be highly memorable. This is partly due to the brain’s natural prioritisation of fear responses over reasoning faculties, making fear an effective motivator.

Climate change, with its apocalyptic imagery – from wildfires to rising sea levels – seems to offer a powerful fear appeal that could push audiences toward greener lifestyles. Successful fear-based campaigns in other areas include the Truth anti-smoking campaign in the US, which started in 1999 and led to a 22 per cent decline in youth smoking rates, or the UK’s infamous 1985 AIDS campaign. Both illustrate the power of fear in driving behavioural change.

However, while fear can heighten awareness, it can also backfire. Studies show that if the fear appeal is too intense, it may overwhelm people and lead to avoidance or denial.

Recycling is a positive step. Picture: iStock

During the Covid-19 pandemic, fear-based messages were initially effective, but quickly lost impact as people became fatigued by the constant barrage of negative information. This can lead to the so-called “boomerang effect,” where people feel helpless or desensitised and, instead of taking action, retreat into denial or doomism.

The climatologist and geophysicist Michael Mann, currently director of the Centre for Science, Sustainability, and the Media at the University of Pennsylvania, has also observed how doomism – an advanced version of defeatism – is often used by vested interests as a way of maintaining the status quo. If people believe that nothing can be done to prevent catastrophic climate change, they ask themselves: why try?

Linda Stewart, news editor, Applied Microbiology International

Mann emphasises the importance of pairing urgency with a sense of agency.

“We must act now to avert catastrophic outcomes,” he argues, “but there is still time to act.”

To combat the paralysing effects of fear, messages that inspire hope and show efficacy are crucial. These focus on what individuals can do to make a difference (internal efficacy), what powerful institutions are doing (external efficacy), and the effectiveness of solutions already in place (response efficacy).

In fact, positive messaging, particularly around scientific breakthroughs, offers a rich and underutilised resource. Scientists across the globe are working on revolutionary solutions to tackle climate change:

– Microbiologist Nasmille Larke-Mejía is researching microbes that can consume isoprene, a compound released by plants that can exacerbate climate impacts in cities. Her work shows how microbiology could help mitigate climate change effects.

– Arpita Bose is exploring how purple bacteria could be engineered to produce biodegradable plastics without adding carbon dioxide to the atmosphere. Innovations like these demonstrate that, far from being passive victims of climate change, we have the tools to make a significant difference.

– Petr Heděnec of Universiti Malaysia Terengganu explores how forests can shape microbial life in the soil that could be exploited as a major carbon sink that also regulates greenhouse gas emissions.

“Through thoughtful forest management, we can create ecosystems that naturally reduce carbon emissions and store more carbon in the soil,” he says. “Success stories like this show how we can work with nature to mitigate negative consequences of climate change.”

The UK’s Behavioural Insights Team highlights three elements for a successful Net Zero narrative: positive messaging, clear asks, and highlighting the co-benefits of environmental action. Positive stories, like the scientific innovations above, provide a sense of control and efficacy.

The river Cam in flood, over Grantchester Meadows. Picture: Keith Heppell

A balanced communication strategy, combining fear and hope, is crucial. Practitioners have increasingly found that fear works best when coupled with a strong sense of efficacy – when people understand the severity of the threat but also believe they have the power to take meaningful action. This combination has the potential to motivate green behaviour shifts.

For example, Nudge Theory – small changes in behaviour which have a significant effect when adopted by whole populations – which gained attention during the pandemic, could be adapted to encourage climate-friendly actions. Pointing out that many scientists cycle to work or have reduced their meat consumption might inspire people to make similar choices, without feeling coerced. Positive scientific stories, alongside clear, achievable green actions, can provide both the motivation and belief in the ability to make a difference.

Ultimately, the most effective climate communication will strike a balance between fear and hope. While we must communicate the severity of the climate crisis, we must also highlight the power of science and human ingenuity to overcome it.

Positive stories of scientific breakthroughs can serve as a potent counterbalance to doomism, showing that meaningful action is still within our grasp.

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