The 89% Project: Bridging the Gap in Climate Action Awareness

A recent global survey indicates that 89% of individuals worldwide want more proactive measures from their governments regarding climate change. Yet, current policy trajectories point to a concerning rise in global temperatures by 3.1°C. This alarming disconnect has led to the launch of the 89% Project by Covering Climate Now (CCNow), aimed at amplifying the voices of the “silent majority” concerning climate action.

Understanding Community Perspectives on Climate Change

Kyle Pope, co-founder of CCNow, emphasizes that if a significant portion of a community cares about climate issues but elected officials fail to respond, then democratic representation is in question. He asked, “Why is that? What’s to be done about it? Where do we go from here?” This initiative seeks to answer these pressing questions by exploring the attitudes and desires of the 89%.

About the 89% Project

The 89% Project is structured as a year-long campaign, starting with a week of coordinated coverage around Earth Day, followed by another in the fall coinciding with the United Nations Climate Conference (COP30) in Belém, Brazil. Throughout the year, CCNow intends to host webinars, analyze media coverage, and promote social media engagement to keep the climate conversation alive.

Major media organizations, including The Guardian and Agence France-Presse, are leading partners, but participation isn’t limited to them; any media outlet can join by contributing stories related to the 89% theme during the designated coverage weeks.

Why Climate Coverage Matters

The initiative encourages media to feature stories about the demographics and motivations of the 89%, as well as their desired climate actions and obstacles they face. Pope notes that amidst a decline in climate silence from news outlets, there remains a pattern of neglect in linking climate considerations to relevant news stories.

The study that inspired this initiative reveals a remarkable trend: the public, while concerned about climate change, often perceives their beliefs as being in the minority. For instance, 69% of respondents expressed willingness to allocate 1% of their monthly income to combat climate change, but they mistakenly believed only 43% of their peers would agree.

Combating Misperceptions through Media Involvement

Sharing insights into “pluralistic ignorance,” climate communication expert Anthony Leiserowitz explains that many underestimate collective concern for climate issues. “Almost everybody dramatically underestimates the level of concern and support for action on climate change.” The 89% Project aims to change this narrative by reflecting the true level of concern within communities.

Leiserowitz further asserts that media plays a crucial role in shaping public understanding of climate issues, urging newsrooms to fill this knowledge gap. “The world cannot deal with this issue unless we’re talking about it,” he remarked, reinforcing the importance of consistent climate reporting.

Implications for Democracy

As the 89% Project unfolds, it seeks not only to encourage awareness about individual perspectives but also to highlight the discrepancy between public opinion and the actions of political leaders. Pope anticipates that increased coverage can prompt citizens to question why their leaders are not adequately addressing climate concerns when a substantial majority expresses a desire for action.

The project encompasses a global scope, aiming to confront the often-held belief that climate issues are controversial. Pope points out that this misconception is evident not just in the U.S. but in other countries as well, where public concern is often misperceived as divisive.

Conclusion

The 89% Project emerges at a vital time as citizens worldwide call for increased climate action. It not only serves to connect the public with each other but also challenges governments to align their policies with the expressed will of the people. By fostering open dialogues and collaboration among media outlets, this initiative strives to cultivate a more informed and responsive approach to the pressing climate crisis.

This story is part of The 89 Percent Project, an initiative by Covering Climate Now.