It’s not all doom and gloom in the fight against climate change. A new study suggests that how we talk about environmental action could make a big difference in how people respond. Instead of telling people what to give up, presenting eco-friendly choices as positive actions to take might lead to better results.
Researchers at the University of British Columbia, led by Jade Radkee surveyed over 1,500 participants to test this theory. They asked half of them to consider actions framed positively, like “increase your use of reusable products that last a long time.” The other half faced negatively framed questions like “decrease your use of single-use products that are often thrown away.”
The findings were clear. Participants were more likely to say they’d take action when it was presented positively rather than as a sacrifice. They also anticipated feeling happier when engaging in these positively framed behaviors. The researchers repeated the survey and found similar results each time.
Radke explained why this approach works: “I think a lot of people are overwhelmed with the idea that they need to cut back on everything.” She said giving people actionable alternatives makes it easier for them to engage in positive environmental behavior.
There was one exception: driving. When asked about driving less versus carpooling more, participants didn’t show increased enthusiasm with positive framing. According to Radke, this might be because many don’t enjoy driving enough to want more of it, even if it’s shared.
Overall, the study suggests that advising people on what they can do is more effective than focusing on what they should avoid. Radke emphasized her goal: “to really give people tangible ways that they can make a difference while adding to their lives instead of just taking away from it.”
So next time you’re pondering an eco-friendly choice, think about how you frame it. Choosing actions like biking instead of cutting car trips could not only help the planet but also boost your mood.


