Material: Canvas

Climate Psychology

We have developed a canvas that allows you to directly understand and analyze the six biggest motivations and barriers of your target group! Use this canvas to plan your climate project based on what motivates and deters your target group. In order to be effective, it should address the motivations and reduce the barriers!
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Type
Template to fill out (Canvas)
scope
1 page

Format
PDF document
language
english
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When do you use the canvas?

You will experience the barriers and motives of your target group at the latest when your project is failing. Because then people will resist and show opposition. And that's because you didn't spend enough time thinking about the motivation of your target group in advance. This canvas helps you to systematically understand and consider the six most important psychological motives and barriers before the project begins. You can also use the canvas to repeatedly check during the project how new motives arise over time and old barriers are broken down.
  • What are the biggest barriers and motivations for the target group of my project?
  • What can I do to encourage the target group to overcome barriers and strengthen their motivation?

What do you get?

Resource to take away

With Canvas, you receive a resource that you can use for all your practical projects related to biodiversity and climate.
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practical relevance

Canvas is designed for your work practice. Use Canvas to apply the shifting levels of impact in the impact model directly to your project.

Download once, use forever

You can use the canvas as often as you like. Many users can continuously improve the canvas through their feedback!
"The one thing we need more than hope is action. Once we start to act, hope is everywhere."
Greta Thunberg
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Psychological foundations of the canvas

At ClimateMind Academy, we place the utmost importance on ensuring that our offerings are based on sound psychological principles. In this canvas, we have incorporated concepts, insights, and research findings from renowned experts such as:
  • Linda Steg: Factors influencing environmentally friendly behavior (environmental psychology)
  • Susan Clayton: Factors influencing climate-friendly behavior (climate psychology)
  • James Prochaska: Trans-theoretical model (health psychology)
  • Marlis Wullenkord: Self-esteem protection strategies in environmental protection (social psychology, environmental psychology)
  • Helen Landmann: Environmental emotions (emotional psychology, environmental psychology)
  • Nira Liberman und Yaacov Trope: Construal level theory (social psychology, cognitive psychology)
  • Leon Festinger: Cognitive dissonance theory (social psychology)
Get to know the author

Janna Hoppmann

The author of the canvas is a psychologist (MSc) and the founder and managing director of ClimateMind.

Janna Hoppmann is a certified trainer (TÜV certificate) for psychology, climate, and biodiversity. She is passionate about integrating scientific foundations with practical orientation. As a subject matter expert, she works at the cutting edge of psychological research. As a certified adult education trainer, she is skilled in the interactive design of learning objectives, methods, and practical transfer.
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