You’re Not Alone: Why We Underestimate Support for Climate Action
This story is part of The 89 Percent Project, an initiative of the global journalism collaboration Covering Climate Now.
Written by: Ailin Bogers
We hardly need to be reminded of the urgency of the climate crisis. Most of us know that a lot needs to be done on all levels: individuals must change their behaviours, corporations must take responsibility, and governments must enable the new world to be built. However, sometimes, it can feel like we are the only ones who care. As we spiral in our private climate-doomism and feelings of insignificance, the reality is that we are far from alone in feeling this way. Research has shown that 89% of people want more climate action. If so many of us care about the climate and want more to be done, why do we still feel alone? In this blog, I’ll unpack why wanting climate action is not an unpopular opinion and what we can achieve together once we unlock the power of this silent majority.
Want more climate action? You’re in the majority.
There are a few scenes that might capture the feeling of isolation in our concerns for the climate: when a small group of climate activists protest in public, whilst the majority of spectators remain different and simply carry on with their day; or when you're getting a coffee in your reusable cup while your friend tells you about their latest fast-fashion haul. You’re thinking to yourself, are they not worried about the climate crisis, and what is the point of making an effort if everyone else is not? A recent study surveying 130,000 people from 125 countries revealed strong support for climate action and a widespread demand for more political action. Researchers from this study developed the Global Climate Change Survey to obtain global data about people’s willingness to act against climate change. Their results found that a significant majority, 89% of participants, think that their “national government should do more to fight global warming”. When asked whether they were willing to contribute 1% of their household income every month to fight global warming, a measure of “Willingness to Contribute” (WTC), 69% of participants said yes. Additionally, these findings highlight that this desire for change isn’t confined to a specific group, but rather a sentiment echoed across the globe. Together, the diverse set of countries included represents 96% of global greenhouse gas emissions and 92% of the world population. With these numbers, it is undeniable that demanding climate action makes us part of a global majority.
So, why does it feel like we are alone?
When we believe that others don’t care about climate change, but research shows that the majority do, there is a perception gap. In the same study, participants were told that many other individuals were being surveyed in their country and were asked how many of them out of 100 would be willing to contribute 1% of their income to fight global warming. The results revealed a significant difference between an individual’s WTC (69%) and the perceived WTC of fellow citizens (43%). Additionally, these perception gaps were observed in almost all the countries surveyed. This clarifies why we feel alone – we have misperceived how much others care.
There are several reasons why this perception gap exists regarding the climate crisis. Firstly, the media have historically framed the climate crisis as a divisive issue, meaning it either went unmentioned or was framed as a debate. In recent years, with the increasingly overwhelming scientific consensus about the anthropogenic nature of climate change, “climate silence” and “both-sidesing” have declined in the media. As the media plays a key role in the representation of the climate crisis in the public, coverage like that mentioned above can make pro-environmental views seem like the minority, giving an illusion that most of the audience is not informed or concerned about the issue. Secondly, as climate scepticism and denialism continue to be platformed on both traditional and new media (e.g. social media), there is a “vocal minority” effect. Their loud and visible opposition to action can make them seem more popular than they are. Thirdly, pluralistic ignorance can lead people to underestimate other people’s beliefs about climate action simply based on their visible actions and inactions. This socio-psychological phenomenon is observed in many social and political situations where individuals accept a norm or attitude they privately reject but incorrectly assumed that others support. Pluralistic ignorance often leads to conformity, silence and inaction. Finally, this perception gap is likely the result of a complex mix of human psychology and external influences. Psychological biases like the negativity bias and the false consensus effect can easily make minority opinions seem mainstream and facilitate climate pessimism and doomism.
It’s time we realize that we are on the same team.
The perception gap that made us a silent majority is possible to overcome. Now that we have recognised the misperception, we can build a bridge to make the widespread support for climate action visible and empowering: we can finally realise that we are on the same team. The impact of activating the silent majority would be monumental - we have the potential to reach a social tipping point and set off a chain of meaningful action from leaders. The reason for this is simple - humans are social creatures and conditional cooperators. Not only are we drawn to socially desirable behaviours that represent a social norm, but we are also more likely to contribute to the common good when we believe that others are too. Therefore, disrupting misinformation and correcting misperceptions that fuel our pluralistic ignorance can help us embrace our pro-environmental attitudes and see that we are a majority that can lead social norms for a better world.
Another reason why recognising the silent 89% can have a momentous impact on climate progress is that it brings to light a climate democratic deficit across the world. There is a widespread political reality that politicians underestimate how many citizens support stronger political climate action because they are affected by the same misperceptions. This can have serious climate consequences as politicians fail to recognise the desires of the people whom they were elected to represent, and any climate policies in turn are likely to be unambitious and “politically safe”. Through highlighting the 89%, politicians might finally realise that their electors demand stronger political actions against climate change.
So, how can we help each other realise that we are on the same team? The simplest way would be to talk. Having open and courageous conversations with each other about our climate worries and desires for action is a vital first step to help more people feel relatable and that their concerns are not singular. Bringing data and facts to your conversations, such as the silent 89%, can also supercharge their effectiveness by directly challenging misperceptions. That is also why articles and social media are equally critical. Creating these online and offline environments, people can connect with other climate-minded individuals and be reminded of their shared values. Building communities and highlighting successful initiatives will empower even more people to speak up. This social tipping point can be reached if only we stopped being a silent majority.
If you have been reading this, my guess is that you are part of the 89%. Maybe you have felt alone in your climate worries, and there are many reasons why. But far from being alone, a vast majority of people from around the world share your desire for climate action. There’s a lot at stake and no time to waste. By making ourselves loud and visible, we can connect with each other and demand urgent and potent climate action from leaders. We hope this blog will inspire you to seek out the silent majority around you: start with a conversation and end with what you can do now, together.
References
Andre, P., Boneva, T., Chopra, F. and Falk, A., 2024. Globally representative evidence on the actual and perceived support for climate action. Nature Climate Change, 14(3), pp.253-259. https://www.nature.com/articles/s41558-024-01925-3
Carrington, D. (2025a) “‘Spiral of silence’: climate action is very popular, so why don’t people realise it?” The Guardian, 22 April. https://www.theguardian.com/environment/2025/apr/22/spiral-of-silence-climate-action-very-popular-why-dont-people-realise
Carrington, D. (2025b) ‘Activate climate’s ‘silent majority’ to supercharge action, experts say,’ The Guardian, 22 April.
Covering Climate Now (no date) The 89 Percent Project.
https://coveringclimatenow.org/
Miller, D.T., 2023. A century of pluralistic ignorance: what we have learned about its origins, forms, and consequences. Frontiers in Social Psychology, 1, p.1260896.
https://www.frontiersin.org/journals/social-psychology/articles/10.3389/frsps.2023.1260896/full
Rosane, O. (2025) ‘The 89%: New Media Collaboration Calls Attention to 'Climate Change's Silent Majority,’ Common Dreams, 21 April.
https://www.commondreams.org/news/89-climate-majority
Russell, C. (2022) ‘Climate Change in the Media: Public Perception and the Responsibility of News Outlets,’ EARTHDAY.ORG, 2 December.