Why People Can't Take Action

​​​​​Robert Gifford is a Canadian environmental psychologist who created a list of the 'dragons of inaction' -- reasons why people have difficulty taking action on environmental issues/climate change. His academic article The Dragons of Inaction (2011) is the basis for the concept of this page.
This article will help you learn about some of the barriers to action people commonly face, and what you can do about them.​

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​Ignorance. "For some, ignorance can be a barrier to action in two general ways: not knowing that a problem exists and not knowing what to do once one becomes aware of the problem." (291)

 

Today, most people know about climate change, pollution, extinction and other major environmental problems. The problem is not knowing what to do about it. Gifford identifies three types of ignorance related to taking action: "(a) which specific actions to take, (b) how to undertake actions of which one is aware, and (c) the relative beneficial impacts of different actions." (291)​

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There are two ways we can take action: as individuals, or as a group. Both are very important and valuable. Learn about some example actions you can take below--(and learn more about the benefits and how to do so under the Resources section of our site)

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Perceived Control & Self-Efficacy
"Because climate change is a global problem, many individuals believe they can do nothing about it as individuals. This is the well-known collective action problem. Sometimes people do not act because they perceive that they have little control over the outcome or that their actions will not have much impact." (293). People also fall victim to "fatalism, the sense that nothing can be done, not only by the individual but by collective human action" (293).

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People give up before they've even started because they believe their actions do not and will not make an impact--both positive OR negative. In reality, your actions do make a significant difference, and we are all responsible for the actions we choose to take (or not). 

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For example, ONE PERSON going zero-waste can save approximately 500 to 700 kilograms (1,100 to 1,500 pounds) of garbage from going to landfill each year in Canada; ONE person going vegetarian can save 105 animals per year, and 8,500+ animals over their lifespan (using the average lifespan); ONE person adopting water-efficient habits and fixtures can save 27,000 to 55,000 liters of water per year.​

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The reason for environmental victories, small and large, is because people have come together to work towards a greater good. There are also many stories of one person fighting to make a positive impact and succeeding on small and large scales. The only wins have come from people trying, persevering and believing their voice and impact matters.

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Start today by changing your mindset. You have power and you can use that power to make a better planet, in whatever way(s) you choose! Check out stories of positive impact on our Positive News page.

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Defending the System
System justification is a belief system involving "the tendency to defend and justify the societal status quo. When citizens are fortunate enough to have a comfortable lifestyle, the tendency to not “rock the boat” or, perhaps more important, to not have others change the way things currently operate, grows." (293)​

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We need to recognize the root of the problem is not individuals--it's the system that created the values: exploit nature for greed, manipulate people to buy things they don't need, and design low-quality products to ensure a constant income stream. The system we have--capitalism--is in direct contradiction with living a healthy life and having a harmonious relationship with our home, the Earth.

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It's scary to acknowledge society's current structure isn't working, but that's the first step in changing the system (or improving it at least). What we are inflicting on the planet right now is not sustainable for human--and all other--life. Even if the status quo is comfortable for a few, it's not working for the majority, or the planet. 

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Help create the society you want by supporting a sharing economy: community gardens, growing and sharing food, bartering. There are resources like tool libraries, little free libraries, furniture banks, etc. where you can borrow items, donate items or take home things you need. You can offer your skills/expertise to people in exchange for their skills/expertise. You can join Buy Nothing and Free groups to help keep things circular. These are just a few small ways we can take action.

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Perceived Inequity

"Perceived inequity is often heard as a reason for inaction: “Why should I change if they won’t change?” Usually, well-known figures, other economic sectors, or other nations are cited as not cooperating, which serves as a justification for nonaction. The fear of being victimized [leads people to ask] why they should contribute responsible behavior to the climate change cause when (they fear) others will not." (294)

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There is always the matter of who will go first. It feels unfair and hopeless that the super-rich and powerful are putting the blame on ordinary citizens and are not doing their reasonable share to treat the Earth with respect. However, in this case, you do have your own power: you can (as much as possible) boycott or minimize purchasing from those companies who are not taking appropriate action (or paying their taxes). Whether it's Amazon, Apple, Walmart, Coca Cola, Pepsi, Nestlé; whether it's reducing driving so you buy less gas, avoiding plastic water bottles, limiting processed packaged food, travelling less, or taking "don't buy anything I don't need" challenges, you can do your part to fight back against the big companies polluting our planet. We all have a role to play, and if we all wait for someone else to do their part first, nothing will ever change for the better.

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Even though our share of the damage is much smaller than the top one percent's, we can still be the more mature person and start taking action first. Honestly, it makes YOU feel better - as well as the planet. Be the role model for your family, community, city and even country!

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Denial

"People may deny climate change is occurring or that one’s own actions play a role in climate change [and other environmental harm]." (295)

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It's easy to deny something so big and scary, because we don't want it to be true. We want to turn our eyes away and pretend none of the climate change or ecological damage is happening. That's easier than admitting it's real--and that we're contributing to it every day with our purchases and actions.

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It's frightening to acknowledge the truth-- but being in reality is the only way to improve reality.

We need to improve our reality on Earth not just for the trees and the ecosystems, but also for ourselves. Air, water and land pollution causes significant human health harms. By denying what's going on and continuing to make the same harmful purchases and decisions, we are only hurting ourselves in the long run.

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Once you accept the truth that we are harming the planet and it needs to change, you don't need to focus on all of the terrible specifics of how we are damaging the Earth. The next step is to focus on what you can do to make an immediate positive change for yourself and others.

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Limited Behavior
"Many people are engaged in at least minimal action that helps to limit the emission of greenhouse gases. Some people are much more active than others. However, most people could do more than they are doing. In some pilot studies, almost everyone agrees that they could do more. 
Once individuals believe that they have some behavioral control, they may finally begin to engage in pro-climate behavioral change. Some climate-related behaviors are easier to adopt than others but have little or no impact on greenhouse gas emissions. However, their ease of adoption means these actions tend to be chosen over higher cost but more effective actions." (296)

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A lot of people have their heart in the right place and want to do things to help the environment. The key here is if you have limited ability, to choose the actions with the most impact. For example, it's more effective to not eat meat for one meal than it is to bike to work for one day a week, in terms of GHG emissions, water use and land destruction. However, it's still better to bike to work for one day a week instead of doing nothing. Do whatever you can, and try your best to build on it.

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One thing to try is to set an Eco Friendly Goal for the month. Maybe one month, you'll try to minimize car trips. The next month, try 10 vegan or vegetarian meals. The next month, you'll focus on minimizing purchases for things you want (but don't need). The bonus of these goals is that you'll often end up saving money by reducing your consumption. You can also invest in reusable alternatives (like silicone bags/bowl covers, water bottles, cutlery to go, straws, etc.) and save money over time because you won't need to purchase new disposable ones all the time.

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Check out the resources on our website to learn about some of the best (and easy) ways you can improve your positive eco-impact. 

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Not specified by Robert Gifford, but an honourable mention is:​​

Eco-Anxiety

It's normal for people who have learned about the state of the environment to feel overwhelmed, anxious and depressed. The magnitude of the crisis can make everything feel hopeless and pointless. These feelings are all understandable. 

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This is the key point where mindset matters. We can see the level of devastation and allow the horror to immobilize us. We can sit in our negative feelings and never get out of them. Or, we can acknowledge how awful the devastation is and vow to do whatever we can to help. We can truly have an astounding impact, but it starts with the dedication to do something.

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In my experience, the only thing that helps is DOING something to stop the harm, to care for the plants and the animals, to reduce the harm to our own health, and to help life thrive on our planet.

Volunteering, donating and taking action is the antidote to eco-anxiety and depression. Even the smallest donation, the smallest time commitment or the smallest participation is a step in the right direction -- to feeling better, and to making the planet a healthier and safer place for all.

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​Source:​

Gifford, R. (2011). The dragons of inaction: Psychological barriers that limit climate change mitigation and adaptation. American Psychologist, 66(4), 290–302. https://doi.org/10.1037/a0023566