I used to think living through a climate catastrophe changed minds – turns out, it doesn’t.

Like many people working in climate and sustainability, I always believed that experiencing a bushfire, a flood, or a heatwave would automatically increase support for climate policies. It seemed obvious – live through the impacts, and you’ll want action.

But new global research challenges that assumption.

A large-scale study published in Nature Climate Change surveyed more than 70,000 people across 68 countries and found something surprising: experiencing extreme weather doesn’t lead to increased support for climate policy, unless people believe that event was caused by climate change.

In fact, the study found that policy support jumped by 30% only when people made that connection. Without it, even the most severe events didn’t move the needle.

Why this matters for sustainability leads

As someone leading ESG or sustainability within an organisation, this research has practical implications. Your role is not just about reporting emissions or assessing risks – it’s about helping others understand why climate action matters.

The takeaway is clear: data alone doesn’t drive change. Understanding does.

Here’s how you can apply this insight:

• Reframe disclosures to highlight climate attribution

Don’t just say operations were disrupted by a flood – add context. Explain, for example, that “this level of flooding is now twice as likely due to global warming.”

• Make climate impacts personal and local

Use localised examples and data to make climate drivers real for your stakeholders – whether they’re employees, customers, or board members.

• Equip teams to tell the climate story

Provide comms and operational teams with the tools to communicate how climate change is affecting the organisation, and what’s being done about it.

• Link climate risks to strategic outcomes

Make the business case visible. Show how climate-driven events can impact costs, supply chains, and reputation, then tie that to mitigation or adaptation strategies.

The bottom line

This study reinforces a key truth: climate risks may be measured in data, but action emerges from connection.

As sustainability leads, we need to move beyond technical reporting and bring people on the journey by connecting the dots between what they experience and what’s driving it. Because without that link, even the most ambitious targets risk being misunderstood, under-supported, or ignored.

Need help advancing your organisation’s climate strategy or preparing for net zero? Reach out to  Barbara or Patrick for more information. 

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