Abstract
It is traditionally thought that the public must be convinced of the reality and importance of anthropogenic climate change in order to take personal and political action. However, convincing the broad public involves overcoming powerful ideological obstacles1-4, and in many places climate change is slipping in public importance5,6. Here we examined whether beliefs about the “co-benefits” of mitigating climate change7 can avoid these obstacles by motivating behavior in both those who accept climate change and those who are unconvinced or unconcerned. We describe an integrative framework for assessing co-benefits8, distinguishing sociological dimensions (e.g., pollution, disease, economic development), and community character (e.g., benevolence, competence). Data from all inhabited continents (24 countries; N=6059), showed that two types of co-benefits, Development (economic and scientific advancement) and Benevolence (a more moral and caring community), rivalled climate change importance in the strength of their relationships with motivations to act. These co-benefits showed effects independent of climate change importance beliefs, and showed similar effects for both climate change believers and skeptics. Communicating these co-benefits of addressing climate change can help motivate action on climate change where traditional approaches have stalled.