The 89 Percent Project: Impossible to Ignore

Research shows that 89 percent of people worldwide want governments to take stronger action on climate change. This project aims to make politicians realise it and pull their fingers out.

Some of the world’s most respected newsrooms have united in a global climate reporting drive to amplify the voices of the ‘silent majority’ who care about the environment - and to show them they’re not as alone as they might think. And to help make their feelings impossible to ignore by those in power. CBS News, The Guardian, Time magazine, Reuters, Al Jazeera, Bloomberg, Agence France-Presse, NBC, ABC and, of course, OGN are just a few of the 500 media outlets on board.

The driving force behind the global initiative is Covering Climate Now (CCNow), dedicated to improving climate journalism. They have launched the 89 Percent Project in an effort to push the agenda of this 'silent majority'.

“For the world’s news media, this narrative not only is new - most reporters had no idea that public support for climate action is so high - it also reframes the climate conversation away from one of division and retreat toward one of possibility and common purpose,” said CCNow co-founder Mark Hertsgaard.

Academics point to a mental barrier known as ‘pluralistic ignorance’ - the false belief that our own views are not widely held - as one reason people stay silent on the climate debate. “The lack of public discussion reinforces the norm that others are not concerned and hampers the likelihood of collective organisation,” wrote psychologist Cynthia Frantz, introducing a 2022 study on the topic.

“What can individuals do?” Hertsgaard asks. “One really useful thing is to share these stories with as many other people as possible, including their political leaders. It turns out that most government officials also don’t know a strong majority favours climate action.”

So, don't worry about stating your views. Most people already agree with you.