Climate Denial Survey

Emotions / Audience Research

Climate Denial Survey

A broad survey design to uncover levels of climate denial in a broader sense than just scientific denial

What to use this tool for

To understand the levels of denial in your audiences in order to inform future strategies such as conversation design to help people dissolve their denial and remove the mental barrier to action.

When to use this tool

Particularly useful during the current context of the polycrisis where levels of denial are high as people use emotional defences against complex emotions such as fear, uncertainty or anger. This tool is designed as part of your preparation work for future campaigns to better understand your audience and their emotions.

How to use this tool

1. Survey Distribution: Deploy the questionnaire through digital platforms, community workshops or on a larger scale using a research agency
2. Data Analysis: Review and contextualise the answers to identify levels and types of climate denial in your audience.
3. Vulnerability Mapping: Supplement denial mapping with vulnerability assessments to contextualize perceptions with local risks and exposures.
4. Engagement Strategies: Use the insights to develop an engagement strategy, for example, using conversations that can help dissolve the denial.

The Tool in Action

Digital Conversations / Climate

How a Serbian NGO changed the norms on solar energy communities

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