A new study published in Communications Earth & Environment reveals a significant disconnect between the actual popularity of comprehensive climate solution narratives among Americans and the widespread underestimation of this support by both the public and policymakers. The research indicates that narratives advocating for a combination of personal behavioral changes and systemic policy action are widely endorsed, yet both groups suffer from 'pluralistic ignorance,' greatly underestimating their prevalence.

The study, which surveyed national representative samples of 1,500 U.S. public members and 500 local-level U.S. policymakers, found that proactive narratives, particularly those calling for systemic change alongside individual efforts, are far more popular than commonly perceived. This misperception is critical, as greater endorsement of these combined action narratives directly correlates with an increased willingness to undertake personal and political actions, as well as stronger support for climate policies.

Researchers employed an iterative process to identify a broad range of climate solution narratives circulating in U.S. discourse, from 100% renewable energy transitions to the role of nuclear power and the interplay between individual and systemic responsibility. The findings challenge previous assumptions that framing climate solutions solely as individual or systemic actions might inhibit the other. Instead, the data suggests that integrated approaches resonate most strongly with the public.

Crucially, the study also included an experimental component with 2,060 participants, demonstrating that exposure to certain climate narratives can actively increase participants' behavioral intentions and policy support. This highlights the profound importance of the narratives disseminated through popular media and public discourse in shaping climate action. The pervasive underestimation of support for these combined-action narratives means that policymakers may be hesitant to pursue more ambitious climate policies, believing public consensus is lacking, when in fact, a substantial foundation of support already exists.

This research extends previous work on pluralistic ignorance concerning climate concern and policy popularity, underscoring that the misperception extends to the very pathways for addressing climate change. For the renewable energy industry, these findings are pivotal. They suggest that public engagement strategies and policy advocacy efforts should emphasize the synergistic nature of individual actions—such as adopting rooftop solar or purchasing electric vehicles—with broader policy frameworks that support grid modernization, renewable energy deployment, and sustainable infrastructure. Bridging this perception gap could unlock greater public and political will, accelerating the transition to a clean energy economy.