Why telling people climate action works may not change behaviour

Does correcting climate myths actually change what people do?

A new analysis from Carbon Brief has found that the common assumption behind much climate communication is flawed. The premise is simple: the public underestimates how many people support climate action, and overestimates how many are already taking steps to reduce emissions. The theory holds that correcting these misperceptions should motivate people to act. In practice, it does not.

The research challenges a widespread belief in climate education and policy circles. For years, communicators have assumed that if you show people the true level of public support for climate goals, they will feel empowered to join in. Similarly, if you correct the myth that "no one is really doing anything about climate change", you might expect more people to start offsetting, switching energy suppliers, or cycling to work. The evidence suggests otherwise.

This finding matters to UK readers and businesses because it reshapes how we should think about carbon reduction. If information campaigns alone do not change behaviour, then relying on them as the primary tool for emissions cuts is unlikely to work. Instead, the focus must shift to making carbon reduction easy, affordable, and integrated into daily routines.

What does the research actually show?

The Carbon Brief analysis examined multiple studies on what researchers call the "false consensus effect" and "pluralistic ignorance". In plain terms, people tend to think their views are less popular than they are, and they assume fewer people are taking climate-friendly action than actually are. When researchers correct this misperception in laboratory or field trials, the effect on real-world behaviour is weak or inconsistent.

One reason may be that correcting a misperception is not enough to overcome the practical barriers to action. You may now believe that climate action is widely supported, but if it costs more, takes time, or feels inconvenient, you still will not do it. Another factor is psychological distance. People often agree in principle that climate change is a problem without linking it to their own choices. Being told that "most people agree" does not automatically close that gap.

The implication for UK climate policy is significant. If the government, councils, or businesses want to move the needle on carbon reduction, they cannot rely on awareness campaigns or myth-busting alone. They need to combine communication with structural incentives, regulation, and tools that make low-carbon choices the path of least resistance.

How should UK businesses and individuals respond?

Rather than waiting for attitudes to shift, both individuals and organisations can take immediate action by measuring and offsetting their carbon footprint. This sidesteps the behaviour-change problem entirely. You do not have to convince yourself that climate action is worthwhile or that others are doing it; you can simply quantify your emissions and neutralise them through verified carbon credits.

For UK businesses, this approach has added benefits. Measuring and offsetting your carbon footprint builds credibility with customers, investors, and employees who increasingly expect climate accountability. It also provides a clear baseline against which to track genuine emissions reductions over time. Offset Britain's business programme from £566 a year allows companies to offset emissions while developing a carbon reduction strategy.

For individuals, offsetting from £5.99 a month offers a way to take responsibility for personal carbon footprint, whether from flights, energy use, or consumption, without waiting for social permission or attitude change. This is not a substitute for reducing emissions in the first place, but it is a concrete step that does not depend on shifting public opinion.

What does this mean for carbon policy and offsetting?

The research reinforces an important principle: behaviour change in the face of climate risk is not primarily a communication problem. It is a structural problem. Policy must focus on making low-carbon choices cheaper, faster, and easier than high-carbon ones. This includes investing in public transport, affordable heat pumps, accessible renewable energy, and streamlined carbon offsetting.

Offsetting plays a role in this mix. While the gold standard is always to reduce emissions at source, offsetting provides a rapid way to neutralise unavoidable emissions and to fund climate projects in the UK and abroad. Unlike waiting for everyone to "get it", offsetting is an action you can take today. The evidence from Carbon Brief suggests that shifting to action-based solutions, rather than relying on changed attitudes, is the pragmatic path forward.

Sources & Methodology

1. Carbon Brief: Correcting climate 'misperceptions' may not boost climate action
2. Offset Britain: Individual Carbon Offsetting
3. Offset Britain: Business Carbon Offsetting

Written and reviewed by the Offset Britain editorial team. Last reviewed 31 July 2026.

Photo by Mathias Sogorski.