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“I would be laughed out the stadium”: How to break climate silence in British football
Centre for Climate and Social Transformations
1. Most football fans acknowledge the scientific consensus on climate change (84%) and are worried about climate impacts (81%), yet they underestimate how many fans share their beliefs.
2. This misperception is linked to ‘climate silence’ – not talking about climate. Most fans converse about climate change at least several times a year with friends, family, and colleagues, but fall silent with other football fans. Climate is not seen as an appropriate conversation topic here due to stigma and social norms.
3. Initiatives like Pledgeball – that engage people on climate action through sport – can help break ‘climate silence’ and change social norms. Fans who made a climate-related pledge reported talking about climate change more frequently, with pledging itself being a talking point.
4. There is a strong appetite among fans for meaningful climate leadership by the football sector – 82% of respondents want their clubs to do more on climate.