A recent study published in the journal Nature Human Behavior on April 17, 2025, by researchers from UCLA and Princeton reveals that presenting climate change data in binary terms significantly enhances public perception of its impacts.

The study involved experiments where participants assessed climate change effects in both fictional cities and real lakeside towns, finding that those exposed to binary data rated the impact of climate change 12% higher than those shown continuous temperature data.

Researchers advocate for using concrete, binary terms to highlight tangible effects of climate change on daily life, such as the loss of seasonal activities, which can evoke a stronger emotional response.

Emotional connections to local traditions, like ice skating and fishing, help emphasize the consequences of climate change beyond mere temperature increases, making the issue more relatable.

Lead author Grace Liu noted that emphasizing specific losses, such as the disappearance of ice hockey rinks or swimming holes, can effectively combat climate apathy.

Grace Liu also emphasized the importance of connecting climate change to local traditions and experiences to foster greater concern among the public.

Co-author Rachit Dubey pointed out that people rapidly redefine what is considered 'normal,' which contributes to their apathy toward worsening environmental conditions.

The study highlights that climate apathy is exacerbated by individuals' quick adaptation to gradual temperature increases, despite the ongoing climate crisis and increasing weather-driven disasters.

This phenomenon is likened to the 'boiling frog' effect, where individuals continuously adjust their perception of normalcy as climate conditions worsen.

The researchers suggest that focusing on increasing rates of extreme weather events and the loss of seasonal activities can evoke a stronger emotional response and drive action.

Ultimately, the findings aim to guide communicators, including policymakers and journalists, in effectively representing climate data to enhance public engagement and understanding of the climate crisis.

By transforming public apathy into action, the study seeks to make the realities of climate change more relatable and urgent for individuals.