Mobilisation

Most green marketing backfires by making sustainable choices seem special when they should seem normal. New research shows consumers adopt what they perceive as mainstream, not what's flagged as virtuous.

Why does greater participation not always translate into a stronger movement? Because the more people believe that others will turn up, the less motivated they feel to attend themselves. Field study of Germany's 2019 Global Climate Strike.

Natural experiment using Earth Day as a treatment, measuring long-term changes in environmental attitudes and behaviour in communities exposed to environmental activism. Strong causal design with striking results.

[French content] Drawing on 15 interviews with researchers and pioneers, this report maps the "imaginacteurs" reshaping collective narratives around ecological transition, and the tools available to work with them.

Systematic review of the evidence on whether collective climate action — campaigns, movements, social pressure — actually reduces emissions. Assesses what works, at what scale, and through which mechanisms.

Reviews the evidence on what climate activism achieves — from policy change to norm shift to institutional pressure. Distinguishes between direct and indirect pathways of impact.

Reuters Institute mapping of who is actually producing and shaping news consumption across social and video platforms. Essential context for campaigners thinking about media strategy beyond traditional outlets.

KnightLab research on how younger generations consume, evaluate, and engage with news. Reframes assumptions about news avoidance and charts what kinds of journalism build trust with Gen Z.

Most advice on coalitions focuses on tactics. This report focuses on culture. It offers a new framework centred on ‘Strategic Culture’, along with hard-won lessons on subgroup governance, funder influence and conflict.

Field experiment testing social media mobilisation strategies for local climate action. Finds that telling people what others are already doing outperforms asking them to participate — a significant finding for digital organisers.