An integrative framework for transformative social change: a case in global wildlife trade

When concern is not enough: Overcoming the climate awareness-action gap

Climate concern is on the rise in many countries and recent research finds that lifestyle- and behaviour-change could advance climate action; yet, individuals struggle to move their climate concern into action. This is known as the 'awareness-action inconsistency,' 'psychological climate paradox,' or 'values-action gap.' While this gap has been extensively studied, climate action implementation and policy-design seldom sufficiently apply that body of knowledge in practice. This Perspective presents a comprehensive heuristic to account for how individuals bring climate change into their awareness (climate action-logics), how they keep climate change out of their awareness (climate shadow), how social narratives contribute to shaping choices (climate discourses), and how systems and structures influence and constrain agency (climate-action systems). The heuristic is illustrated with an example of 15-Minute Cities in Canada. Understanding the multifaceted dilemma that weighs on people's sense-making and behaviours may help policy-makers and practitioners to ameliorate the climate awareness-action gap.

Audience segmentation approach to conservation messaging for transforming the exotic pet trade

Advancing transformative change for sustainability requires population-wide behavior change. Yet, many behavioral interventions tackling environmental problems only examine average effects on the aggregate, overlooking the heterogeneous effects in a population. We developed and preregistered a novel audience segmentation approach to test the diverse impact of conservation messaging on reducing demand for exotic pets (private action - i.e., desire to own exotic pets or visit wildlife entertainment places) and fostering citizen engagement for system-wide change (civic action - e.g., signing a petition or participating in a protest against the exotic pet trade). Through an online survey with US participants (n = 2953), we identified 4 population segments (early adopters, early majority, late majority, and laggards), representing varying levels of commitment to wildlife conservation and then randomly assigned each segment to one of 3 messaging conditions. Messages highlighting negative consequences of the exotic pet trade and the power of collective action for system change effectively promoted private action among all segments except early adopters (ηp 2 = 0.005). Among civic actions, only the collective action message motivated early adopters and the early majority to sign petitions (φC = 0.193 and φC = 0.097, respectively). Furthermore, the 4 segments showed distinct reasoning for action and inaction on wildlife conservation, with certain relational values, such as care, serving as both motivations and barriers to action. These findings highlight the need for targeted behavioral interventions across diverse populations.