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Dr Steve Westlake @steveclimate.bsky.social · 23/09/2026

And my PhD makes the case that leading by example (or not) is intimately connected to power: the power to bring about change, or to maintain the status quo orca.cardiff.ac.uk/id/eprint/15...

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Dr Steve Westlake @steveclimate.bsky.social · 23/09/2026

Lots of research shows that people *really* want to see leaders stepping up on climate change. We call this "appetite for leadership"

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Dr Steve Westlake @steveclimate.bsky.social · 23/09/2026

We argue that leading by example is a "crucial missing link" between generic messages about the need for climate action and people's everyday lives. www.nature.com/articles/s41...

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Dr Steve Westlake @steveclimate.bsky.social · 23/09/2026

Yes you're right. ✅Our research shows that leading by example on climate change increases trust, credibility and popularity of leaders. ✅It also increases other's willingness to change ⛔Unnecessary high-carbon behaviour undermines all those things.

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Dr Steve Westlake @steveclimate.bsky.social · 12/01/2026

And if you're really keen, here's a PhD on low-carbon leading by example... 😅 "The power of leading by example with high-impact low-carbon behaviour: emulation, trust, credibility, justice" orca.cardiff.ac.uk/id/eprint/15...

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Dr Steve Westlake @steveclimate.bsky.social · 12/01/2026

Journal article here showing people really want to see leaders leading by example on climate... www.nature.com/articles/s41...

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Dr Steve Westlake @steveclimate.bsky.social · 12/01/2026

Extreme inequality in personal carbon emissions is a massive issue. Addressing is matter of justice and, crucially, is essential for achieving buy-in for climate policies. Perhaps understandable this is not a fight Polanski is choosing right now. 6/6

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Dr Steve Westlake @steveclimate.bsky.social · 12/01/2026

His behaviour signals what he thinks is appropriate personal action in a climate emergency, while acknowledging others' circumstances, and not directly telling anyone what to do (which few of us enjoy). But leading by example on climate is crucial and powerful... 3/

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Dr Steve Westlake @steveclimate.bsky.social · 27/11/2025

Final speaker is Tessa Khan on the energy transition: "New technologies are vastly more efficient than burning fossil fuels. In the 1960s the UK transformed its energy system, and we can do it again - in a way that is genuinely just. We must seize this opportunity"

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Dr Steve Westlake @steveclimate.bsky.social · 27/11/2025

Angela Francis on economics and vested interests: "The fossil fuel companies buy lobbyists, media space, even politicians. The companies of the future get crowded out. But the costs of inaction are far greater than the costs of action. And the UK can make a difference."

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Dr Steve Westlake @steveclimate.bsky.social · 27/11/2025

Powerful message on national security from Lt Gen Richard Nugee "We are not yet acting as if peace and tackling climate change are two sides of the same coin. Cascading risks mean we face instability at home, the potential of an ungovernable state, the very breakdown of the norms of society."

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Dr Steve Westlake @steveclimate.bsky.social · 27/11/2025

Emergency message from Prof Hugh Montgomery, an emergency doctor: "The climate emergency is absolutely a heath emergency and it's about time we started treating it as one. The social determinants of health are what scares the living daylights out of me if we don't stop climate change."

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Dr Steve Westlake @steveclimate.bsky.social · 27/11/2025

Prof Paul Behrens crystal clear on food and diet: @profpaulbehrens.bsky.social "We need a great food transformation. That means far less meat and dairy. I know it's politically difficult, but we have to be honest. When families can't feed their children, society breaks down."

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Dr Steve Westlake @steveclimate.bsky.social · 27/11/2025

Prof Tim Lenton tells MPs about the risks of Tipping Points, particularly the AMOC ocean current: "It will cause a water and food crisis in the UK, and a global food crisis. So we need a radical acceleration of action towards emissions reduction. There are positive tipping points too..."

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Dr Steve Westlake @steveclimate.bsky.social · 27/11/2025

Next up Prof Hayley Fowler gives a scary update on the rise and risks of extreme weather. "It's sobering to think this is the least extreme climate we will live in during our lifetimes. It will continue to get worse until we cut emissions. We must act now."

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Dr Steve Westlake @steveclimate.bsky.social · 27/11/2025

Professor Kevin Anderson delivers some granite hard truths @kevinclimate.bsky.social "We need profound shifts in our social norms. It is too late for non-radical solutions. The UK is emitting far more than its fair share of greenhouse gases. We need deep cuts in energy use."

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Dr Steve Westlake @steveclimate.bsky.social · 27/11/2025

Professor Nathalie Seddon lays out the economic and moral case for protecting nature. "We must treat nature as critical infrastructure, and treat it as kin. We must stop funding harm. We must cultivate a culture of care. The majority of the public strongly supports nature protection."

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Dr Steve Westlake @steveclimate.bsky.social · 27/11/2025

Hard hitting words from Chris Packham to politicians and leaders at the National Emergency Briefing on climate and nature: "You MUST listen to the science. We didn't just elect you. We've given you our trust. You are about to hear from leading scientists. I beseach you to hear their truth"

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Dr Steve Westlake @steveclimate.bsky.social · 05/09/2025

Thanks again to co-author Rebecca Willis @bankfieldbecky.bsky.social and The Centre for Climate Change and Social Transformations (CAST) for funding our research @cast-centre.bsky.social Access it here... 🙏https://link.springer.com/article/10.1007/s10584-025-03987-4

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Dr Steve Westlake @steveclimate.bsky.social · 05/09/2025

Co-author Rebecca Willis @bankfieldbecky.bsky.social and I interviewed MPs and NGOs to see what’s changed in a turbulent 5 year of UK climate politics. We found that climate is now mainstream for UK politicians: they speak openly about climate change. But... 2/ link.springer.com/article/10.1...

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Dr Steve Westlake @steveclimate.bsky.social · 16/05/2025

On my way from #Cardiff to #Prague for the 1st International Conference on Social Identity and Leadership and Followership. 🚄Cardiff - London - Brussels (Eurostar) - Prague (sleeper) 🚄 Looking forward to presenting my climate leadership research and meeting inspiring colleagues 🙂

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Dr Steve Westlake @steveclimate.bsky.social · 15/04/2025

Apologies! Forgot to include space tourism in this infographic... 😏

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Dr Steve Westlake @steveclimate.bsky.social · 05/03/2025

"The threats posed by fossil fuels to the climate, extreme weather to outdoor sport, and fossil-fuel sponsorship to the integrity of sport, converged on the recent Tour du Rwanda bicycle race" Great infogrgaphic too...

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Dr Steve Westlake @steveclimate.bsky.social · 27/02/2025

Part of a leader's job is to shape people's identities and values, towards common goals. This has been described as "identity entrepreneurship" (Haslam et al, 2020) Heidi Alexander is detering people from having a pro-environmental identity by perpetuating a negative "eco-warrior" stereotype. 3/

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Dr Steve Westlake @steveclimate.bsky.social · 27/02/2025

Yesterday the Climate Change Committee (CCC) said about 33% of the UK’s emissions cuts will require people to make “low-carbon choices”. These low-carbon choices are much more likely if people have a pro-environmental identity, and believe others do too. 2/ www.sciencedirect.com/science/arti...

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Dr Steve Westlake @steveclimate.bsky.social · 26/02/2025

While the language of fairness has all-but disappeared from the CCC's 7th CB report, they go big on "households". And they analyse distributional impacts based on income - in other words - who wins and who loses? 12/

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Dr Steve Westlake @steveclimate.bsky.social · 26/02/2025

But in 2025, net zero is under fresh attack, so the CCC may be avoiding terminology that some see as polarising. Indeed the CCC may have subsumed the terms "just" and "fair" into the more technocratic language of "distributional impacts" and "co-impacts". Fairness by the back door perhaps? 11/

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Dr Steve Westlake @steveclimate.bsky.social · 26/02/2025

Lord Deben's foreword to the 6th CB report said (p5): "progress will be impossible if it is not just. Fairness in the transition to Net Zero is an essential constituent for its success." 8/

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Dr Steve Westlake @steveclimate.bsky.social · 26/02/2025

Now let's look at "fairness" and "just transition". This is quite striking: "Just transition" was all over the 6th CB report in 2020 (52 mentions, and a dedicated chapter). But it has all but disappeared in the 7th CB report (just 1 mention). Similar story for "fairness". 7/

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Dr Steve Westlake @steveclimate.bsky.social · 26/02/2025

The first mention of leadership in the 7th CB report is a bullet point on p33: "Achieving Net Zero GHG emissions will halt and begin to reverse the UK’s contribution to global warming. The UK should aim to achieve this as soon as possible, to show leadership in reducing global temperatures." 4/

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Dr Steve Westlake @steveclimate.bsky.social · 26/02/2025

Lord Deben's foreword on p6 the 6th CB report said: "Our international leadership, in the Presidency of COP26 and of the G7, must begin at home. Our influence in the wider world rests ultimately on strong domestic ambition." The 7th CB report doesn't assert this kind of leadership. 3/

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Dr Steve Westlake @steveclimate.bsky.social · 26/02/2025

Let's look at "leadership": In 2020, the CCC's 6th CB report went big on UK leadership, specifically relating to the upcoming COP26 in Glasgow. The report centred a “leadership-driven” scenario (referenced many times). This emphasis on leadership is much more muted in the 7th CB report. 2/

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Dr Steve Westlake @steveclimate.bsky.social · 26/02/2025

Some interesting shifts in language in the CCC's Seventh Carbon Budget report, compared to the Sixth. - the emphasis on UK "leadership" has almost gone ⬇️ - references to "justice/fairness" have plummeted by 85% ⬇️⬇️⬇️ - references to "households" have skyrocketed by 400% ⬆️⬆️⬆️ A short 🧵

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Dr Steve Westlake @steveclimate.bsky.social · 26/02/2025

And for the full story, check out our research articles on low-carbon leading by example. This is the article the CCC has cited. Thanks to co-authors @christinademski.bsky.social and Nick Pidgeon www.nature.com/articles/s41... 12/

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Dr Steve Westlake @steveclimate.bsky.social · 26/02/2025

Of course behaviour change and social signalling is complex, so the effectiveness of leading by example will depend on context and communication. There's lots more detail in this Briefing Note from the CAST Centre @cast-centre.bsky.social 11/ cast.ac.uk/resources/ca...

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Dr Steve Westlake @steveclimate.bsky.social · 26/02/2025

✅ Encourage other leaders to lead by example, preferably leaders representing different groups. This helps to normalise low-carbon behaviour and reduce the idea that low-carbon behaviour is for other people, not us. 8/

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Dr Steve Westlake @steveclimate.bsky.social · 26/02/2025

✅ Be consistent over time. People are highly attuned to publicity stunts and opportunism from leaders. ✅ Expect scrutiny, and explain how your actions reduce emissions. Our research found that, despite initial cynical reactions, the public generally approves of low-carbon leading by example. 7/

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Dr Steve Westlake @steveclimate.bsky.social · 26/02/2025

✅ Adopt behaviours that substantially reduce your total carbon footprint. This helps to prevent a single low-carbon behaviour (e.g. eating less meat) from being dismissed as a token gesture that is undermined by other high-carbon behaviours (e.g.helicopter use) 6/

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Dr Steve Westlake @steveclimate.bsky.social · 26/02/2025

So, how can leaders navigate the complexities of leading by example? We suggest some DOs and DON'Ts for leaders: 5/

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Dr Steve Westlake @steveclimate.bsky.social · 26/02/2025

There is a strong public desire for leaders to act first and ‘most’ when it comes to low-carbon behaviour. 86% of the public agree that “Politicians, business leaders and celebrities should make lifestyle changes first” 4/

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Dr Steve Westlake @steveclimate.bsky.social · 26/02/2025

❌ High-carbon behaviour from leaders can undermine trust and reduce public willingness to act on climate change. This means leader behaviour is likely to be a crucial part of public engagement in the energy transition. 3/

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Dr Steve Westlake @steveclimate.bsky.social · 26/02/2025

✅Politicians, celebrities and business leaders who lead by example with low-carbon behaviours increase public willingness to adopt these behaviours. Important behaviours = ⬇️flying,⬇️meat, drive EV, ⬆️home energy efficiency, ⬆️public transport and active travel 2/ www.theccc.org.uk/publication/...

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Dr Steve Westlake @steveclimate.bsky.social · 26/02/2025

Great to see the Climate Change Committee (CCC) calling for public figures to “lead by example” on climate change, citing our research. CCC says leading by example increases public buy-in and behaviour change @thecccuk.bsky.social 🚨So, we've made this new infographic showing how it works... 🧵

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Dr Steve Westlake @steveclimate.bsky.social · 16/02/2025

Given some context, many people might class themselves as rich.

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Dr Steve Westlake @steveclimate.bsky.social · 16/02/2025

This section is insightful: "Under these prevailing conditions an understanding of aviation as a sector soon-to-become-sustainable has been, and continues to be, successfully perpetuated. Ultimately, this would constitute a form of propaganda... "

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Dr Steve Westlake @steveclimate.bsky.social · 16/02/2025

This 2016 article from some legends of aviation research documents the workings of aviation technology myths... linkinghub.elsevier.com/retrieve/pii...

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Dr Steve Westlake @steveclimate.bsky.social · 21/01/2025

Consistency and leading by example also reduces "pluralistic ignorance", which is when people don't believe others are concerned about climate change because they can't see evidence of concern from Govt or others' behaviour. Pluralistic ignorance is a big issue worldwide (see Andre et al 2024) 12/

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Dr Steve Westlake @steveclimate.bsky.social · 21/01/2025

In short, we need bold and consistent leadership from Govt on climate change. This involves setting an example through policies (i.e. not expanding airports) and through individuals leading by example. This leadership will create a sense of collective effort. cast.ac.uk/resources/ca... 11/

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Dr Steve Westlake @steveclimate.bsky.social · 21/01/2025

Even back then though, Govt depts tip-toed around the issue of demand reduction. The 2008 report talks about avoiding unecessary short haul flights, but not long haul where most aviation emissions come from. Similarly it suggests "use car less for short trips", rather than "use car less". 10/

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Dr Steve Westlake @steveclimate.bsky.social · 21/01/2025

This diagram from the 2008 report is still remarkably on-the-money. Government needs to Enable, Encourage, Engage, and Exemplify action on climate change. EEEEasy if you know how. 9/

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