2 Improve the power of groups

How people think and Mobilise social groups and

behave differently in groups networks

o One of the most effective ways to build long-term engagement around climate change is
to harness the power of social groups and networks, large and small.
o Humans are highly social creatures. They look to their groups and networks—such as
church groups, company departments, parent–teacher associations, and sports clubs—
for informal social norms, customs, or standards.
o When people are physically part of a group or are reminded of their membership in one,
they are more likely to promote outcomes that are good for the group.

✓ Tip: Weave climate change into the activities of social groups and networks, such
as neighborhood associations, religious groups, clubs, or company divisions.
✓ Tip: Provide existing group leaders with climate change communication and
engagement resources to activate the group’s entire membership.

Channel the Power of Groups

Most people are part of at least one formal or informal social group, like a cultural association,
athletic group, parenting group, professional association, or religious organization.

These groups can serve as powerful conduits for climate engagement. Consider the following
questions regarding the role of identity and goals:

> What relevant social networks (parents of children in a particular school, for example) and
groups (sports clubs, companies) is your audience already a part of?

> Who are the leaders of these groups? Would any of them be amenable to serving as a messenger
for your climate communications strategy?

> What values of these networks and groups align with climate solutions?

> How can your audience’s existing group identities and networks be leveraged to make climate
change salient and personally relevant?

> How can you strengthen individuals’ affiliations with each other and thus increase their
likelihood of acting cooperatively? What opportunities can you create that will allow people in your
audience or community to discuss climate change and to brainstorm possible solutions as a group?

CliCK on T is funded by Erasmus+ / Key Action 2 - Cooperation for innovation and the exchange of good practice -
Strategic Partnerships for adult education KA204 - 2019-1-IT02-KA204-062278