A wave of new research shows that the world is far more united on climate action than most people think, with 89 percent. Across countries, cultures, and political divides, there is deep and widespread support for stronger climate measures—but this support is hidden by a major perception gap. People wrongly believe they are in the minority, which holds back action, conversation, and policy progress. Correcting that misunderstanding could unlock a tipping point for global climate momentum.
Key Experiments and Findings
In a recent U.S.-based experiment, people were asked to divide a $450 pot between themselves and a charity that funds renewable energy. On average, participants gave away about half. However, when others were told that 79% of people support climate action—a correction to the common misbelief that only 61% do—their average donation increased by $16. This small psychological shift had a measurable financial impact.
This experiment reflects a broader truth: humans are social beings, strongly influenced by what they believe others think and do. When people realize that most of their peers support climate action, they are more willing to act themselves. This includes donating, changing behaviors, and speaking up.
A Global Misconception
This perception gap is not limited to the U.S. A global survey involving 130,000 people in 125 countries (covering 96% of global emissions) revealed that:
- 89% want their governments to do more on climate.
- Two-thirds are willing to give 1% of their income to support climate efforts.
- But respondents underestimated how many others shared their views—believing only 43% would be willing to contribute.
Even in oil-rich countries like Saudi Arabia and the UAE, 80% said they were willing to give 1% of their income to climate action. In China, 97% wanted stronger government action. In the U.S., the number was lower—but still high: 75%.
Why the Silence?
This mismatch between belief and perception is caused by multiple factors:
- Human psychology: People tend to underestimate the values of others and assume they care more than their peers.
- Fossil fuel disinformation: For decades, powerful industries have sown doubt and confusion, amplifying the voices of climate skeptics.
- Media bias and political noise: A small, loud minority has dominated public discourse, giving the illusion that climate action lacks support.
The result is a “spiral of silence”: people don’t talk about climate, assuming they’re alone, which reinforces the silence in others.
The Power of Breaking the Illusion
Correcting false beliefs about public support can be a powerful, low-cost intervention. Studies show that when people learn they are part of a majority, they’re more likely to act, speak up, and support policy change. This can trigger positive feedback loops—what researchers call “social tipping points”—where individual actions amplify into societal shifts.
However, the impact of these corrections varies. Some studies show limited behavioral change, especially around personal lifestyle shifts or political pressure. Experts suggest that repetition, storytelling, and trusted messengers are key to making these messages stick.
Even Politicians Get It Wrong
Surprisingly, politicians also underestimate public climate support. In the UK, 72% of people supported building onshore wind farms, but only 19% of MPs thought their constituents did. Similar gaps exist in the U.S. Congress. This disconnect slows down policies that the public already wants.
Even voters for parties that oppose climate action often disagree with those positions. For example, 62% of people who voted for the UK’s anti-climate Reform Party still wanted the government to act on climate—indicating climate is not as partisan an issue as it’s often portrayed.
The Road Ahead: Communication is Action
Researchers agree that changing the narrative is crucial. If people are repeatedly shown that their climate concern is shared widely—through news, social media, community groups, and trusted leaders—momentum can build. This isn’t just about spreading facts, but reshaping the social norm.
“Every public statement counts,” says Professor Cynthia Frantz. The more diverse and visible the voices, the harder it becomes for climate denial or delay to dominate.
We’re Not Alone, We Are 89 percent
The world is sitting on a latent climate movement—a silent majority that wants bold action but doesn’t realize it’s not alone. Closing the perception gap could be the missing link that turns concern into collective power. As Al Gore might put it: “We can only act together when we realize we are already together.”
The 89 percent project
News outlets around the world will join together to cover a pivotal but little-known fact: The overwhelming majority of people in the world want their governments to do more against climate change.
The Joint Coverage Week is being organized by Covering Climate Now, the journalism collaboration launched five years ago to help newsrooms do a better job of telling the climate story. CCNow has since grown into the largest media collaborative of its kind, with more than 500 newsroom partners that reach a total audience of billions of people.
Beginning on Monday, April 21, participating news outlets will publish or broadcast coverage as part of The 89 Percent Project, a year-long initiative highlighting the silent global majority who want their political representatives to do more to tackle climate change.
The Guardian and Agence France-Presse are the lead partners on The 89 Percent Project. Joining them are Crooked Media; Drilled; Indian Country Today (ICT); The Nation; Rolling Stone; Scientific American; Telemundo (Noticias Telemundo); and TIME in the US; The National Observer, in Canada; Deutsche Welle, in Germany; Corriere della Sera, in Italy; the Asahi Shimbun, in Japan, and Arab Reporters for Investigative Journalism, in Jordan.
“We are gratified that newsrooms around the world care about this story and have decided to focus attention on it,” said Mark Hertsgaard, executive director and co-founder of Coverage Climate Now.
Outlets are planning stories ranging from profiles to investigative pieces to stories on the psychology of climate and belonging. Outlets will include branding identifying them as part of the project, which also will appear on social media along with the #The89Percent hashtag.
“Our hope is that the surge of coverage next week will help flip the script on climate coverage,” said Kyle Pope, Covering Climate Now’s co-founder and executive director of strategic initiatives. “Climate change doesn’t have to be a story about defensiveness or retreat. Journalism can explore the fact that an overwhelming majority of people want something done but don’t realize they’re the majority.”
The April week of coverage will be followed by six months of training and collaboration, then by a second Joint Coverage Week in October, in advance of the COP30 UN climate conference in Brazil.
