A study released by the Environmental Protection Agency shows that over four-fifths of Irish people, spanning different locations and walks of life, are either seriously worried or somewhat troubled over the global climate change. The data, produced in partnership with the Yale University Programme on Climate Change Communication, points out that the number of people showing incredulity towards climate change is rather minuscule at around 4%.
The study, referred to as ‘The Climate Change’s Four Irelands,’ examines four distinctive groups with corresponding beliefs, attitudes, and responses to climate change – those who are frightened (34%), concerned (48%), cautious (14%), and disbelieving. These factions display disparate degrees of understanding, anxiety, and readiness to act personally in mitigating climate change.
It was noted that individuals who place themselves in the ‘alarmed’ category are adamantly convinced that climate change – aggravated by human activities – poses a serious and urgent threat. Those categorised as ‘concerned’ agree that it is a substantial issue, albeit less urgent and immediate. The ‘cautious’ accept that climate change is taking place but are uncertain about its causes and don’t fully expect it to impact their lives. On the other hand, the ‘doubters’ aren’t rattled at all, failing to perceive it as dangerous.
According to Dr. Eimear Cotter, Director of EPA, people across diverse settings in Ireland – be it cities, towns, hamlets, or rural landscapes – hold varying views about climate change. Yet the study did not indicate a pronounced divide between urban and rural perspectives. He added that regarding climate change attitudes, the similarities outnumber the disparities among us.
The report underlines that the majority of each climate change group accept its reality. Though awareness levels are commendably high, the belief systems regarding the cause differ markedly. Most attribute climate change mainly to human activities, yet a sizable minority, particularly in the alarmed and concerned categories, erringly presume its cause to be evenly split between human action and natural processes. It was found that those feeling alarmed take the lead in knowledge about climate change, with the ‘doubtful’ close behind.
Mary Frances Rochford, programme manager at the EPA, emphasised the need for a multi-faceted approach to climate change communication, targeting four diverse audiences with varying messages, spokespersons, and techniques designed for their specific needs. In addition, she added the importance of this method in increasing public engagement and effective communication about climate change and its potential solutions. This crucial analysis serves as a functional model to assist climate communicators in recognising and understanding their target demographics. The basis of this research lies in the ‘Climate Change in the Irish Mind’ project which derives analytical data from a survey undertaken by Behaviour & Attitudes in October 2023, involving 1,330 adults as participants.