Dr Steve Westlake
@steveclimate.bsky.social
Lecturer at the University of Bath researching the effects of leading by example with low-carbon behaviour. Particular interest in politicians, celebrities & CEOs.
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
Access it here... 🙏https://link.springer.com/article/10.1007/s10584-025-03987-4
September 5, 2025 at 3:33 PM
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
Access it here... 🙏https://link.springer.com/article/10.1007/s10584-025-03987-4
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...
We found that climate is now mainstream for UK politicians: they speak openly about climate change.
But...
2/
link.springer.com/article/10.1...
September 5, 2025 at 3:33 PM
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...
We found that climate is now mainstream for UK politicians: they speak openly about climate change.
But...
2/
link.springer.com/article/10.1...
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 🙂
🚄Cardiff - London - Brussels (Eurostar) - Prague (sleeper) 🚄
Looking forward to presenting my climate leadership research and meeting inspiring colleagues 🙂
May 16, 2025 at 1:59 PM
Apologies! Forgot to include space tourism in this infographic... 😏
April 15, 2025 at 2:38 PM
Apologies! Forgot to include space tourism in this infographic... 😏
"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...
Great infogrgaphic too...
March 5, 2025 at 8:32 AM
"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...
Great infogrgaphic too...
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.
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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/
February 27, 2025 at 10:58 AM
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/
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/
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.
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www.sciencedirect.com/science/arti...
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...
February 27, 2025 at 10:58 AM
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...
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...
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?
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February 26, 2025 at 1:43 PM
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?
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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?
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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/
February 26, 2025 at 1:43 PM
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/
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/
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."
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"progress will be impossible if it is not just. Fairness in the transition to Net Zero is an essential constituent for its success."
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February 26, 2025 at 1:43 PM
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/
"progress will be impossible if it is not just. Fairness in the transition to Net Zero is an essential constituent for its success."
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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".
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"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/
February 26, 2025 at 1:43 PM
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/
"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/
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."
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"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/
February 26, 2025 at 1:43 PM
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/
"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/
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/
"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/
February 26, 2025 at 1:43 PM
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/
"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/
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/
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/
February 26, 2025 at 1:43 PM
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/
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/
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 🧵
- 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 🧵
February 26, 2025 at 1:43 PM
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 🧵
- 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 🧵
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...
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February 26, 2025 at 9:52 AM
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...
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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
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cast.ac.uk/resources/ca...
There's lots more detail in this Briefing Note from the CAST Centre @cast-centre.bsky.social
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cast.ac.uk/resources/ca...
February 26, 2025 at 9:52 AM
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...
There's lots more detail in this Briefing Note from the CAST Centre @cast-centre.bsky.social
11/
cast.ac.uk/resources/ca...
✅ 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.
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February 26, 2025 at 9:52 AM
✅ 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.
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✅ 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.
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✅ 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/
February 26, 2025 at 9:52 AM
✅ 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/
✅ 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/
✅ 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)
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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/
February 26, 2025 at 9:52 AM
✅ 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/
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/
So, how can leaders navigate the complexities of leading by example?
We suggest some DOs and DON'Ts for leaders:
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We suggest some DOs and DON'Ts for leaders:
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February 26, 2025 at 9:52 AM
So, how can leaders navigate the complexities of leading by example?
We suggest some DOs and DON'Ts for leaders:
5/
We suggest some DOs and DON'Ts for leaders:
5/
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”
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86% of the public agree that “Politicians, business leaders and celebrities should make lifestyle changes first”
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February 26, 2025 at 9:52 AM
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/
86% of the public agree that “Politicians, business leaders and celebrities should make lifestyle changes first”
4/
❌ 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.
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This means leader behaviour is likely to be a crucial part of public engagement in the energy transition.
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February 26, 2025 at 9:52 AM
❌ 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/
This means leader behaviour is likely to be a crucial part of public engagement in the energy transition.
3/
✅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
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www.theccc.org.uk/publication/...
Important behaviours = ⬇️flying,⬇️meat, drive EV, ⬆️home energy efficiency, ⬆️public transport and active travel
2/
www.theccc.org.uk/publication/...
February 26, 2025 at 9:52 AM
✅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/...
Important behaviours = ⬇️flying,⬇️meat, drive EV, ⬆️home energy efficiency, ⬆️public transport and active travel
2/
www.theccc.org.uk/publication/...
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...
🧵
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...
🧵
February 26, 2025 at 9:52 AM
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...
🧵
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...
🧵