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      climate misinformation

      Demonstrators march down Hope Street in Glasgow, Scotland, on November 3, 2021 for a march against greenwashing organized by Extinction Rebellion during COP26.

      Climate Misinformation Is Now Our Main Competitor

      A bigger tent is the only way to stay ahead.

      Harriet Kingaby
      Feb 22, 2023

      What do people across the U.K. really think about climate misinformation? Outright denial that climate change is real is waning, but there are still real barriers to engagement and effective climate action. Today, most people are neither climate activists nor climate deniers. Confronted with ever-worsening climate impacts, the majority believe that climate change is real—but they aren't actively engaged in trying to create change to tackle it.

      According to a 2022 Climate Action Against Disinformation (CAAD) report, 55%-85% of people in surveyed countries believe some form of climate misinformation. This group, the majority that we call the Persuadables, are particularly susceptible to climate disinformation, which is being actively targeted at them by malicious actors. Often the disinformation isn't about denying climate change, but rather casting doubt on its solutions—for example, the suggestion that heat pumps are expensive and ineffective, or that policies to reach net-zero are too expensive.

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      climate misinformation
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