A subtle shift in how climate risk is communicated—specifically, referring to a person’s own local area—can significantly boost engagement with disaster preparedness messages, according to new research from the Stockholm School of Economics and Harvard University published in Nature Human Behaviour. The findings suggest that simply making climate threats feel closer to home can prompt far greater public attention to protective guidance. For governments, insurers, and local authorities working to strengthen climate resilience, the study offers a practical and low-cost communication strategy with clear real-world potential.

The evidence comes from a large field experiment involving nearly 13,000 homeowners in bushfire-prone regions of Australia. Researchers tested whether personalised language influenced people’s willingness to seek information about wildfire safety. Participants were sent emails advising them on steps to reduce fire risk, but only some messages referred directly to the recipient’s suburb. By comparing responses, the researchers isolated the effect of localisation on behaviour.

The difference in engagement was striking. Homeowners who received emails mentioning their own suburb were twice as likely to click through for additional information on protective measures as those who received generic messages. A slight change in wording was enough to turn a distant, abstract danger into a personally relevant risk—one that felt tied to the reader’s own home and family.

“Climate risks often feel vague and far away,” explains lead author Nurit Nobel of the Stockholm School of Economics’ Centre for Sustainability Research. “By naming a person’s suburb, the message transformed an uncertain threat into something concrete and understandable. It helped people connect the risk to their own lives, which nudged them towards action.” Her comments highlight a key psychological mechanism: people are far more likely to engage when a hazard is framed as personally relevant rather than general or theoretical.

Although many climate disasters cannot be prevented, homeowners can take simple steps to reduce potential damage. These include clearing gutters, maintaining defensible space around properties, trimming vegetation, and removing flammable materials ahead of fire season. The study’s emails focused on practical, evidence-based measures, showing that actionable advice combined with personalised framing can significantly improve public engagement.

While much previous research has focused on encouraging people to reduce emissions, far fewer studies have examined how to motivate protective behaviour that helps communities adapt to climate risks already unfolding. Conducted in partnership with a central Australian bank, this study addresses that gap by testing behavioural interventions explicitly designed to support climate adaptation rather than mitigation.

The findings arrive at a critical moment. Climate-related disasters such as wildfires and floods are increasing in both frequency and cost. In the United States, the number of billion-dollar climate disasters has tripled since 1980, while parts of Europe have recorded some of the most significant wildfire impacts on record in recent years. Despite these growing threats, persuading individuals to take preventative action remains a persistent challenge—especially when risks feel distant or uncertain.

Although the absolute behavioural changes observed in the study were modest, the researchers stress that even small increases in engagement become highly meaningful when applied at scale. “In real-world settings, modest behavioural shifts can have a substantial cumulative impact,” says co-author Michael Hiscox of Harvard University. “This type of low-cost, scalable intervention can greatly extend the reach of preparedness campaigns and help people act before disaster strikes.”

The researchers now call for further testing of localised messaging across different hazards and cultural settings. They also emphasise the importance of continued collaboration between academics, industry, and public authorities. As climate risks intensify, improving how preparedness information is communicated may prove just as crucial as the information itself.

More information: Nurit Nobel et al, Enhancing climate resilience with proximal cues in personalized climate disaster preparedness messaging, Nature Human Behaviour. DOI: 10.1038/s41562-025-02352-w

Journal information: Nature Human Behaviour Provided by Stockholm School of Economics