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Emphasizing the co-benefits of climate policy can motivate action across ideological, age and gender divides regardless of existing levels of concern about climate change, as global survey data shows. Personal and political action on climate change is traditionally thought to be motivated by people accepting its reality and importance. However, convincing the public that climate change is real faces powerful ideological obstacles 1 , 2 , 3 , 4 , and climate change is slipping in public importance in many countries 5 , 6 . Here we investigate a different approach, identifying whether potential co-benefits of addressing climate change 7 could motivate pro-environmental behaviour around the world for both those convinced and unconvinced that climate change is real. We describe an integrated framework for assessing beliefs about co-benefits 8 , distinguishing social conditions (for example, economic development, reduced pollution or disease) and community character (for example, benevolence, competence). Data from all inhabited continents (24 countries; 6,196 participants) showed that two co-benefit types, Development (economic and scientific advancement) and Benevolence (a more moral and caring community), motivated public, private and financial actions to address climate change to a similar degree as believing climate change is important. Critically, relationships were similar for both convinced and unconvinced participants, showing that co-benefits can motivate action across ideological divides. These relationships were also independent of perceived climate change importance, and could not be explained by political ideology, age, or gender. Communicating co-benefits could motivate action on climate change where traditional approaches have stalled.

The Swiss energy system will undergo successive restructuring in the next decades as a result of recent decisions in energy policy (Switzerland’s Energy Strategy 2050) and the expected second step in the market liberalization process (free choice of provider for small customers). This transformation will probably lead to the following trends: an increasing share of renewable energies, a shift from centralized to distributed generation and the emergence of new players in the energy market. Because of the associated integration of renewables, the grid will increasingly face problems of intermittent loads, the need to integrate smart information and communication technology, and mechanisms for demand-side management. However, these key elements of the future energy system also raise issues concerning social acceptance, as they tend to interfere with basic human needs like autonomy and privacy. Additionally, market liberalization may reshuffle existing customer utility relationships considerably. This focus group study contributes to understanding residential consumers’ attitudes and expectations regarding four scenarios of future utility/customer interactions in the Swiss electricity sector (dynamic tariffs, direct load control, energy storage and novel energy services). The findings show that as to acceptance of future scenarios, there are no “one-fit-for-all” solutions, as the needs of different consumer groups are very diverse. However, the analyses reveal that for acceptance of novel models of interaction, transparent communication and a trusted relationship are crucial. The discussion touches on practical implications for research, policymaking and electric utilities’ market strategies.

Nature Climate Change 6, 154–157 (2016); published online 28 September 2015; corrected after print 18 March 2016. In the version of this Letter originally published, the following affiliation was missing for Paul G. Bain: Institute for Health and Biomedical Innovation, Queensland University of Technology, Brisbane, Australia.