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What would motivate people to support and engage with Peatlands?

Peatlands are one of our biggest climate champions. Yet awareness of their impact is low, and attitudes towards them are poor. This presents a major communication challenge.

When we started working on peatlands two years ago we faced a major communications hurdle. And we weren’t the only ones. Organisations we worked with also had the same challenge: how to capture the public’s imagination when it comes to peatlands.

That’s why we teamed up with human understanding agency, Walnut Unlimited to test the themes and messages that resonate when it comes to peatlands. Grounded in behavioral science, the study examines not just citizens’ rational opinions, but also the emotional conviction behind their opinions — giving us the best predictor of action.

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