One of the United Kingdom’s leading behavioural scientists studying public attitudes on climate action has been seconded to the Pacific Institute for Climate Solutions (PICS) at the University of Victoria (UVic).
Emma Claydon, a social researcher and behavioural economist trained at the London School of Economics, leads the UK government’s Net Zero Public Participation Research programme at the Department of Energy Security and Net Zero.
She has joined PICS for a six-month secondment to investigate public attitudes towards effective climate policy in British Columbia—and what moves people to modify their behaviour when it comes to climate change.
“In my work in the UK, we refer to this as ‘green choices.’ It’s important to understand what people want, how they want to do it and where they may need help to do so,” Claydon says. “I’m hoping to share my skills and the knowledge we’ve acquired in the UK context here to British Columbia.”
Understanding climate behaviour
Claydon leads long-term studies of how public perception of climate change and their willingness to make green choices change over time. These sorts of longitudinal studies observe a group of people for years or even decades, and the insights gleaned can help the UK government make informed public policy choices around climate, clean energy and prosperity.
People make decisions based on many things—our emotions, our influences, friends and family, and biases ingrained within us. Behavioural science tries to take that into account. How are people making decisions? What motivates them? And what barriers are there to people making green choices?”
—Emma Claydon
From climate attitudes to climate action
At PICS, Claydon is supporting longitudinal research on evolving climate behaviours and attitudes in British Columbia, engaging with leading researchers in the field at UVic and in the broader PICS network.
The work seeks to understand shifts in public attitudes and priorities; evaluating how and why attitudes are changing; and identifying which messages, messengers and misinformation-resilience approaches work best to encourage climate action.
The results will help to inform evidence-based decision making in BC, and to support co-learning and collaboration between the BC and UK governments.
“I’m keen to study the similarities and the differences between Canada and the U.K. and see where we can learn from each other and share knowledge,” Claydon says.
Amplifying impact through collaboration
PICS Executive Director Ian Mauro says Claydon’s secondment is an opportunity to amplify the impact of the crucial climate research and action happening at PICS and UVic.
“The University of Victoria and the larger PICS network are leaders at developing climate solutions that are useful and in alignment with public concern and policymaker needs,” says Mauro. “Emma’s secondment to PICS at UVic will facilitate connections and collaboration between the UK and BC and allow for deeper understanding of what motivates people on climate change and how we can leverage that into action.”
This collaboration with the UK exemplifies UVic research leadership to support applied climate solutions. We’re excited to welcome Emma and learn from her international experience.”
—UVic Vice-President, Research and Innovation Lisa Kalynchuk
Claydon says she chose PICS at UVic because of the institute’s focus on performing and funding research that generates practical climate action. She also appreciates UVic’s commitment to multidisciplinary climate research.
“The work PICS is doing strikes me as impactful for people working in these areas in government and elsewhere. And UVic has great researchers working in these fields. I’m excited to work with colleagues who can layer their research and expertise into these analyses.”
