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2. Consumers’ Collective Efficacy

Dec 15, 2021 | All Categories

Consumer Activism on Global Warming, September 2021

2.1 Americans are more confident they can influence local businesses than corporations.

Perceived collective efficacy regarding global warming – the belief that like-minded citizens can work together to influence what government and business leaders do about global warming – is an important motivator for individuals to take collective action.1 More than half of Americans (54%) are at least “moderately confident” that people like them, working together, can affect what the local businesses in their community do about global warming and nearly half (48%) are confident that people like them can affect what corporations do about global warming.


Leiserowitz, A., Maibach, E., Rosenthal, S., Kotcher, J., Neyens, L., Carman, J., Marlon, J., Lacroix, K., & Goldberg, M. (2021). Consumer Activism on Global Warming, September 2021. Yale University and George Mason University. New Haven, CT: Yale Program on Climate Change Communication.

Funding Sources

The research was funded by the 11th Hour Project, the Energy Foundation, the MacArthur Foundation, and the Grantham Foundation.