The effect of psychological distance on climate apathy.

Introduction

Climate change is one of the greatest challenges facing our planet today, yet it remains a low priority for many people. However, we know that we can overcome this challenge. In this blog post, we will explore how psychological distance affects climate apathy and what we can do to bridge this gap.

The concept of psychological distance

Psychological distance is the perceived distance between ourselves and an event or object. We measure it in terms of time, space, social distance, or probability. The further away something feels, the less emotionally connected we are to it. This can lead to apathy and inaction. Climate change is often perceived as distant in both time and space, and the effects are projected to occur in the distant future.

Examples of psychological distance in relation to climate change include:

• Perceiving climate change as a distant problem that will primarily affect future generations

• Viewing the impacts of climate change as being far away or happening in remote locations, such as polar bears on melting ice caps, or in countries with harsher more extreme climates than our own, where communities are living on the forefront of climate change.

• Believing that the effects of climate change are uncertain or unlikely to occur

• Feeling disconnected from the causes and consequences of climate change due to social or cultural differences

These perceptions can lead to a sense of apathy and inaction towards the issue of climate change. However, we can overcome these barriers by finding ways to bridge the psychological distance and make the issue more immediate and tangible. By highlighting the local impacts of climate change, focusing on solutions, and creating personal connections to the issue through storytelling, we can inspire action and work towards a sustainable future.

The impact of psychological distance on climate apathy

Psychological distance can significantly impact climate apathy. However, we know that people are more likely to take action on climate change when they feel a personal connection to the issue. When the problem feels distant, it is harder to generate the emotional response required to motivate action. We understand that this can lead to a sense of helplessness and a belief that individual actions are unlikely to make a difference.

Bridging the gap

We can overcome climate apathy by finding ways to bridge the psychological distance between ourselves and the issue. One way to do this is to make the problem feel more immediate and tangible. We can highlight the local impacts of climate change or the ways in which it will affect our daily lives. Another approach is to focus on solutions rather than the problem itself. When people feel that there are concrete actions they can take to make a difference, they are more likely to engage with the issue.

Climate change is already on our doorstep

While climate change may feel like a distant problem for some people, it is already having real impacts in the UK. For example, the UK is regularly breaking its “hottest day on record”, with temperatures reaching over 40°C. This extreme heat can have serious consequences for public health, including heat stroke and dehydration. In addition, the UK has seen an increase in flooding and extreme weather events, which can cause damage to homes and businesses and put lives at risk. These impacts demonstrate that climate change is not just a future problem, but something that is already affecting people's lives in the UK.

This summer, the effects of the heatwave in Europe [2023] are hitting headlines, with current affairs programming coining the term climate-flation or ‘climate inflation’— a topic we advised our client on as they made their way to BBC2’s Newsnight this week!—this clip ran before the interview:

Certain crops fail to grow at temperatures of above 25°C, pushing up UK fruit and veg prices, and just last year, Google’s cloud data centre in London experienced an outage due to extreme heat [credit to Positive Planet for the examples]. A new buzzword has even appeared that acknowledgs the multifaceted nature of the complex and interwined global predicaments we are facing: Russia, climate, inflation: Are we headed toward a “polycrisis”?

Figure C | Global risks landscape: an interconnections map

Conclusion

Psychological distance is a significant barrier to action on climate change. By understanding how it affects climate apathy, we can find ways to bridge the gap and create a sense of urgency around the issue. Whether through highlighting local impacts or focusing on solutions, we can all play a role in overcoming this barrier and working towards a sustainable future. Many campaigns and initiatives have already started to address the issue of psychological distance in climate change by using storytelling as a way of creating a personal connection to the issue. By telling stories of people who have been impacted by climate change, or who are taking action to mitigate its effects, individuals can start to see how climate change affects people like them.

Another way to overcome psychological distance is to focus on the positive impact that taking action can have. Instead of simply presenting the problem, initiatives can highlight the benefits that come with addressing climate change. For example, investing in renewable energy can create jobs, reduce energy costs, and improve air quality. When people see the tangible benefits of taking action, they are more likely to engage with the issue.

Ultimately, overcoming psychological distance requires a shift in the way we think about climate change. It is no longer enough to simply present the facts and hope that people will take action. We need to find ways to connect with people on a personal level and inspire them to take confident action in their own lives. By doing so, we can create a sense of urgency around the issue and work towards a sustainable future for ourselves and for future generations.

For the purpose-driven founders

Something that comes up time and time again with the founders we work with is the call to go beyond sitting at a desk, gearing everything towards the bottom line.

There is a drive to go beyond the conventional boundaries of business, and embrace people and planet alongside profit.

There are so many great ways to demonstrate that commitment now, with B Corp, The Good Business Charter, SME Climate Hub, and The Better Business Act all driving a vision for what this looks like in the U.K.

If you’re feeling the call, and would like to find out more about how we can support you with your goals, drop us an email at hello@boldgreenstrategies.com —we’d love to hear from you.