How do we mobilise the silent majority to unite on climate action?

An overwhelming number of us want to tackle the climate crisis – so why don’t we speak up more? Here’s how you can help close the perception gap and bring about meaningful change

When it comes to human behaviour, many researchers agree that we tend to make choices based on what we have in common. How does that work then when the majority mistakenly believe they are in the minority?

That’s what recent research on climate action has found, with a poll commissioned by Climate Barometer finding that 78% of the UK public would back a new solar farm in their local area, but only 27% think that others would support it too. This “perception gap” exists among policymakers as well, with UK MPs underestimating public support for green policies by as much as 20%. And around the world, the results are the same with 89% of the world’s population wanting to see action on the climate crisis but feeling like they are alone.

Misinformation and biases across politics, news and social media play a big role in driving scepticism. And if we feel we are in a minority we are less likely to speak up or act. MPs are also less willing to vote for or advocate for green policies, which in turn stalls progress. So, how can we challenge misinformation and biases and become more united in tackling the climate crisis?

People power is real – and getting bigger!

Technical jargon around net zero and decarbonisation targets don’t resonate with most of us. These terms can make climate change sound like a vague, abstract idea, undermining its direct impact on our everyday lives. Instead, we need storytelling that people can see themselves in and connect with, such as community energy successes. Stories of communities coming together to build clean energy projects in their area demonstrate the real-life benefits of the transition on people’s doorsteps – such as boosting local revenue streams and providing green jobs.

Take the Ambition Community Energy wind turbine, which Thrive is invested in, as an example. As well as providing a new revenue stream to drive regeneration in the local area, plans for an Energy Learning Zone will inspire young people and upskill residents to pursue green careers. The recently commissioned community turbine in Kilbirnie, in North Ayreshire, is another great example of how collective action is moving the dial on climate.

With the government recently announcing £1bn in support for community energy as part of its Local Power Plan, we hope to see more and more of these projects in development across the country, offering more opportunities for you to get directly involved. How can you do this? Start by researching community energy groups or projects in your local area (Community Energy England/Wales/Scotland is a great place to start) and decide the best way that you can help based on your skillset. This could be by becoming a member, volunteering your time or skills, attending events, getting a home energy audit, participating in a community share offer or advocating for policy changes in favour of local energy projects. In fact, simply telling people around you that you support community energy – and climate action more broadly – will help people to feel less alone and recognise that they’re actually part of the majority.

Collaboration is the only way that we will tackle the climate crisis. Since building some of the UK’s first wind turbines in the late 90s, together with our community of over 6,000 shareholders we’ve built and funded 45 clean energy projects – generating over 2 million MWh of clean electricity. During that time, we’ve seen clean energy grow from the pursuit of a humble few to providing around 60% of the UK’s electricity mix today. That’s the power of collective action.