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Updates every hour. Last Updated: 24-Oct-2026 13:17 ET (24-Oct-2026 17:17 GMT/UTC)
People are notoriously resistant to changing their behaviour to address climate change, even when they support the goals of the environmental movement. Research shows, however, that positive messages from trusted voices can influence us to adopt more climate-friendly behaviours. Building on this evidence, researchers led by psychologists at the University of Bath have developed a toolkit to help harness the influence of people we trust – from celebrities and healthcare workers to family members and neighbours – increasing the likelihood that behaviour-changing climate messages reach the right audiences through effective channels.