Should the moral core of climate issues be emphasized or downplayed in public discourse? Three ways to successfully manage the double-edged sword of moral communication

This paper examines the challenge communicators face when framing climate issues through moral appeals, which can both motivate action and trigger defensive responses that hinder problem-solving. It reviews social-psychological research showing that while moralization can strongly inspire action, it also prompts defensive coping. The authors propose alternative approaches, such as non-moral framing and value-driven group identities, to encourage constructive responses and support behavioral change essential for climate action.