In Part One of this blog, we saw how identity can act like an invisible hand guiding choices and aspirations. In this part, we explore how and why identity can act as a guard at the gate, resisting anything that feels like a threat—and how climate communication can build bridges between who people are and the changes they are being asked to make.

Identity Threat and the Backfire Effect of Misaligned Messaging 

In consumer societies, material possessions often serve as markers of identity and self-worth. Owning more things, or more expensive things, equates with status and prestige. Consumption-based lifestyles are not only normalised but aspirational. Calls to move away from carbon-intensive habits, then, may not just challenge current behaviours but also undermine the social aspirations tied to those behaviours. 

Many current approaches to promoting environmental behaviour change may unintentionally threaten  core identity beliefs, triggering resistance rather than engagement. Such perceived threats to identity can evoke defensiveness, leading to resistance, counter-arguing, and, in some cases, a reversal of intended outcomes. Research on these boomerang effects reminds climate communicators that we need to craft messages that promote environmental action without inadvertently attacking aspects of the target audience’s identities.

These observations are explained by Identity Process Theory (IPT), which suggests that we are intrinsically motivated to protect our identities when threatened. Identity challenges create psychological discomfort and prompt coping strategies to defend one’s sense of self. These strategies can be internal, such as denial or reinterpretation of the threat. Or they can involve deeper changes, such as re-evaluating values or reshaping identity. From this perspective, what is often described as “resistance” is not simply a refusal to change, but a self-protective response to a perceived threat to identity. 

Building Climate Narratives That People Can See Themselves In

Recognising the interplay between identity and behaviour change can help shape climate messaging for greater impact. Take messaging surrounding plant-based diets. These are generally considered better for both human health and environmental sustainability. Yet, many meat-eaters believe vegan food will taste worse than meat-based options. This belief may originate from a perceived threat to dominant group norms around what people look for in food. Dismissing vegan food may be a way for meat-eaters to neutralise this perceived threat to their identity as meat-eaters. 

Recent research illustrates how reframing the message can help shift this dynamic. In a series of experiments, participants were shown plant-based promotions framed either around a distinct vegan identity or a more inclusive, shared identity. The latter kind of framing highlighted values like fun, tech-savviness, and a love of travel. For example, In one experiment, participants saw ads for a lentil burger framed either around a distinct “vegan food lover” identity or a more inclusive “fun lovers” identity that emphasised shared values like enjoyment, novelty, and social connection. Among meat-eaters, the burger was far more appealing when linked to the fun lover's identity. When plant-based choices were associated with a broader, non-divisive identity, meat-eaters were far more open to them! 

The key insight is that a “common identity” reduces people’s attachment to meat-eating as a defining trait. This approach softens the perceived threat to self-image and allows new behaviours to feel less like a betrayal of who they are, and more like a new extension of it.

Another set of  studies show that people are more likely to make eco-friendly purchases when they see sustainable behaviour as part of who they are, or when they like to express their values through visible actions. The effect is even stronger if green messages are framed in a way that feels personal and matches how someone sees themselves. For example, messages that focus on personal satisfaction and staying true to yourself work best for people who strongly feel that caring for the planet is part of their identity. On the other hand, messages that highlight social approval or recognition are more effective for people who want to show their values to others. This means that good climate and sustainability campaigns shouldn’t just share facts, they should connect eco-friendly choices to how people see themselves and what they stand for.

A similar outcome is observed when climate action is framed through the lens of religious identity. Christians are more likely to support environmental protection when it is framed as a moral duty of stewardship, especially if others in their community share that belief. 

Our work in Kolhapur shows a similar dynamic at the city level. For many residents in Kolhapur the goal of attaining net zero by 2050 is imagined, not as a generic plan, but as something rooted in local identity. Residents blend pride in their heritage with hopes for innovation, expressing their interest in sustainability through mindful consumption, rooftop farming, shared services, and climate-smart design. 

In both cases, action flows naturally when it connects with how people see themselves. 

Another study exploring the interaction between political identity and climate policy further highlights this point. Participants demonstrated greater support, more favourable attitudes, and stronger intentions to act when a climate policy was endorsed by members of their own political party compared to the opposing side. 

These findings highlight the importance of keeping in mind various aspects of the target audience’s identity when crafting climate communications. Simply put, messages are far more effective when they align with an individual's existing identity and core values – whether those are religious, political, or personal.

So What Can Climate Communicators Do?

The good news is that identity is not fixed. It can be reshaped and expanded. Climate messaging that takes into account the beliefs and identities of its target audience can avoid inadvertent threats to self-image and build a bridge between who people are and the climate-relevant choices they make. 

Co-creation processes, such as embedding identity mapping into participatory  workshops, can help uncover the traditions, cultural practices, and aspirations that matter most to residents. These exercises reveal the identity anchors that give people a sense of belonging and pride, making it possible to frame climate-friendly behaviours as natural extensions of those identities. 

Well-crafted messages for pro-environmental action take identity threats into consideration by first affirming the target audience's values. This approach helps people see sustainable actions not as a departure from their identity, but as a richer and more expansive expression of it.