Our Scotland, Our Future: Public Engagement Strategy for Climate and Nature

7. Annex C – Evidence base for effective public engagement

A substantial and growing body of evidence provides insights into the approaches that are most effective in supporting public engagement on climate change and nature. This includes findings from the Mid‑Point Review of ‘Net Zero Nation’^[29], annual insights on public attitudes and perceptions, academic research and knowledge and experience from delivery partners. Together, this evidence provides a strong foundation for understanding how public engagement can support climate and nature objectives.

The evidence suggests that education alone is unlikely to deliver the scale of change required.^[30] While public concern about climate change remains high, evidence shows that people are unclear on what actions will have the greatest impact on emissions reductions and who is responsible for change.^[31] Effective engagement must therefore go beyond information provision and support people to understand how climate and nature issues relate to their own lives, identify meaningful actions they can take and access the support available to help them act. This is reflected in the PES objectives of Understanding and Motivation.

Alongside understanding, research consistently highlights the importance of trust. People are often more receptive to information and advice delivered through organisations, communities and individuals they already know and trust.^[32] The Scottish Climate Survey highlights that by far the most trusted source of information about climate change is universities, research organisations or scientists, followed by the Scottish Government and major national charities or third sector organisations. News media, local authorities, friends, family and colleagues and local community groups are also trusted. This underlines the importance of government working in partnership with trusted messengers across Scotland.

The evidence also points to the value of tailoring engagement to different audiences. People engage with climate and nature issues in different ways depending on their value, experiences, circumstances and beliefs. Research such as Britain Talks Climate and Nature^[33] demonstrates that there is no single public audience and that engagement is more effective when messages, messengers and approaches are adapted to different groups.

Place-based approaches also emerge as an area of good practice.^[34] Climate and nature issues can feel distant or abstract when discussed only at national or global scales. Engagement that is rooted in local places, priorities and opportunities can help people connect nature ambitions to everyday life. This is particularly important where action can deliver visible benefits for communities, health and local economics.

Evidence further highlights the importance of participation and dialogue. Public engagement is most effective when people are not simply recipients of information but have opportunities to contribute their own perspectives, shape decisions and understand how their views have been taken into account. Deliberative and participatory approaches can improve trust, strengthen legitimacy and help ensure that policies and programmes reflect the experiences and priorities of the people affected by them. This aligns closely with the Voice objective of the PES^[35].

Recent research suggests that most people do not distinguish strongly between climate mitigation and adaptation. Instead, they expect governments and communities to both reduce future climate risks and prepare for the impacts already being experienced. Public engagement should therefore avoid presenting these as competing priorities and instead demonstrate how action today can make homes, places and services safer, healthier and more resilient.^[36]

Finally, research suggests that engagement should balance honesty about the scale of the twin crises with approaches that build hope, agency and efficacy.^[37] While concern can be a motivator to act, people can become disengaged if they feel powerless or overwhelmed.^[38] Highlighting practical actions, collective solutions, visible progress and positive examples can help people move from concern to participation and sustained behaviour change.

Taken together, the evidence supports an approach to public engagement that builds understanding, strengthens motivation, creates meaningful opportunities for participation, works through trusted messengers and connects national ambitions to local action. These principles are reflected throughout the refreshed Public Engagement Strategy.