Addressing the climate emergency – How to inspire local action

About

Why do some sustainability campaigns inspire real change while others fall flat?
Social science shows that identity – whether tied to family, workplace, environmental, or local community – can strongly shape how people respond to climate action.
This free, interactive event explores how identity influences everyday sustainable behaviours and how these insights can inform more effective community and organisational initiatives. Led by Dr Miriam McGowan (Durham University) and Dr Louise Hassan (University of Birmingham), this event will share evidence-based insights into what motivates people to adopt sustainable behaviours, as well as why some well-intentioned campaigns backfire. Participants will also reflect on their own identities and how these shape everyday actions such as recycling, purchasing choices, and community participation.
In the second half of the event, those working in community, student, or organisational contexts will have the chance to apply these insights in small groups, developing ideas and strategies tailored to their specific settings. Participants will receive a concise information pack with research insights and practical tips.
Participants will:
- Discover research findings on how identity influences sustainable behaviours and what can make campaigns succeed or fail.
- Reflect on how their identities shape everyday actions.
- Explore how identity-based strategies can be applied in organisational, community, or campaign contexts.
- Network with others working on sustainability initiatives in Durham.
- Receive a concise information pack with research insights and practical tips.
Who should attend?
This event welcomes anyone interested in how identity shapes climate action. It will be particularly relevant for practitioners working in charities, community organisations, local businesses, student groups, or local government who want to apply research insights in their work. Members of the public who are curious about how everyday identities influence behaviour are also very welcome.