SXSW 2020

It’s Not Me, It’s You: Social Influence & Climate


Our growing understanding of human behavior and decision-making holds tremendous promise for inspiring the change necessary to tackle the most pressing issue of our time - climate change. Rare’s Center for Behavior & the Environment recently conducted a study on the determinants of pro-environmental behaviors, and the results are striking: intentions to perform certain environmental behaviors are not what they seem. The strongest predictors: your belief that other people are doing them and think you should too. This session will explore the findings from this study and explain how moving away from climate doom and gloom messaging and towards social influence interventions could play a significant role in reducing greenhouse gas emissions in the United States.

Other Resources / Information


  1. How our perception of others’ knowledge and beliefs about climate change is limited
  2. What social influences are and how they play a role in behavior adoption
  3. How to leverage personal beliefs to influence pro-environmental behaviors


  • Erik Thulin, Applied Behavioral Science Lead, Rare


Katie Velasco, Director, Operations And Engagement, Center For Behavior & The Environment, Rare

Meta Information:

  • Event: SXSW
  • Format: Focus15
  • Track: Climate & Social Action
  • Track 2
  • Level: Intermediate

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