Overcoming pluralistic ignorance: Brief exposure to positive thoughts and actions of others can enhance social norms related to climate action and support for climate policy

Delivering effective messages is critical to creating a more sustainable
and resilient culture. The explosion of social media has enhanced
information access but has often reinforced and polarized pre-existing
viewpoints and norms. In contrast, digital signs are an “in your face in
your space” technology that has the potential to deliver common content to
a diverse local audience. Environmental Dashboard (ED) is a communications
platform and set of content applications that combines information on
current environmental conditions, real-time resource consumption, positive
actions being taken by community members, and a community calendar. We
conducted a longitudinal study to assess whether ED content delivered via
digital signs in public locations would result in desirable psychological
changes within a community. Participants completed surveys in six
designated signage locations prior to installation (N = 174) and following
two years of continuous exposure (N = 133). We observed: increases in
pro-environmental social norms among people of color (a demographic
emphasized); enhanced awareness of and sense of connection with the local
community and ecology; increased self-reported electricity conservation;
and increased perception of youth engagement (another demographic
emphasized). Changes were mediated by exposure to digital signage. These
findings support the hypothesis that content delivered through digital
signs can strengthen pro-environmental and pro-social culture within
communities.