Study Finds Familiar Climate Terms More Persuasive Than Newer, Urgency-Focused Language

Recent discussions around climate change increasingly use terms like “climate crisis,” “climate emergency,” and “climate justice” to convey urgency, but a study of 5,137 Americans reveals that these terms may not be as persuasive as intended.

The study found that Americans are more familiar with and concerned about traditional terms like “climate change” and “global warming” compared to the newer phrases. Importantly, these alternative terms did not increase the perceived urgency, support for climate-friendly policies, or willingness to take action.

The research showed that the familiar terms “climate change” and “global warming” were at least as effective, and sometimes more so, than “climate crisis” or “climate emergency” in eliciting concern and a sense of urgency.

The term “climate justice,” in particular, performed worse, likely due to its lack of familiarity among the public. This pattern was consistent across political affiliations, including Republicans, Democrats and independents.

Researchers, who are also psychologists, have noted that Americans generally prefer straightforward, simple language when discussing climate issues. A previous study highlighted that terms like “adaptation,” “mitigation,” and “sustainability” often confuse people, who prefer more accessible language. This led to the creation of a guide aimed at simplifying climate jargon to make it more understandable for the general public.

Historically, “climate change” and “global warming” have had slightly different connotations, with “global warming” specifically referring to rising temperatures, while “climate change” encompasses broader changes in climate patterns. Partisan differences in the perception of these terms have diminished over time, with both Democrats and Republicans now expressing similar levels of concern about the two terms.

The study suggests that sticking to familiar terms like “global warming” and “climate change” may be more effective in communicating the urgency of climate issues.

Overusing or relying on less familiar terms like “climate crisis” or “climate justice” could potentially backfire, as these terms may not resonate with the public as strongly and could dilute the message. The key takeaway is to avoid exaggerated language and use clear, well-understood terms to foster awareness and action.