We live in a world that often feels deeply divided. Whether it’s about politics, economics, or social issues, the gaps between us seem wider than ever. Sometimes even within our own families. It can be tempting to try and correct people who have succumbed to online disinformation with the facts. But if you’ve ever tried to convince someone with data only to see them dig their heels in, you know it’s rarely that simple. Facts, if delivered at the wrong time or with the wrong sentiment, can make differences even more entrenched.
Today, we’re exploring this as a reminder to ourselves and everyone who is working to change the status quo. Because while knowledge is power, emotional intelligence is a superpower.

Why facts aren’t always enough
We often assume a simple chain reaction: if people know, they’ll care, and if they care, they’ll act. But the reality is much messier than that.
While truth is vital, and knowledge matters – especially at a time when the world is flooded with disinformation – bombarding people with facts can often backfire. Environmental organisations, for example, often publish horror stories about pollution, toxic chemicals or climate change.
But the truth, when it feels too overwhelming, scary or inconvenient to face, can cause people to shut down rather than engage. We go into fight, flight or freeze mode – a natural human response to protect ourselves from what feels unmanageable.
Being told about a problem doesn’t automatically lead to action, especially when the scale of change feels too big, too hard or too lonely.
What stops people from acting?
It’s this feeling of powerlessness or lack of clear direction that turns people off. People can’t act if they don’t know what to do, or if they genuinely believe their actions won’t make a difference.
Here are some common assumptions that can hold us back:
- “Change will be expensive and mean sacrifice” The perception that living more sustainably or advocating for change will be a financial burden or require giving up comforts.
- “Whatever I do won’t make a difference one way or the other”. A paralysing sense of futility, that leads people to believe their individual efforts are insignificant against global challenges.
- “It’s easier to stay in my bubble than face the crisis” An avoidance tactic – it’s human nature to seek comfort and avoid discomfort. Facing daunting realities can be emotionally draining.
Those with vested interests in keeping business as usual will also exploit and reinforce these beliefs on their own media channels. They will either deny the science altogether, or invest it with incredible powers: “science will come up with a solution, we don’t need to do anything.” This both reassures people and frees them from guilt and obligation.
So, what does work?
To spark bottom-up action, people need more than just facts: they need support, motivation and a sense of agency. This is something we have experienced first-hand in Trash Hero, working in communities often resistant to change.
Here’s how we try to engage people in our mission:
- Empathy and connection: hold the judgement
Instead of asking “Why do you do that?” or telling someone “You’re wrong”, approach conversations with compassion and curiosity. We are all shaped by the systems around us. Inspiration moves people, whereas fear and shame often freeze.
- Connect with identity and values, before presenting facts
People are most likely to act when their behaviour aligns with who they are, or who they want to be. We encourage our volunteers to share their own “why” – their personal motivation for wanting change – and tell stories about justice, community and courage. These narratives provide hope, which isn’t naive: it’s a powerful motivator.
- Lead by example
Actions truly do speak louder than words. We are social creatures, and we learn by observing others. When people see us composting, using reusable items, or speaking up respectfully, it makes these actions feel possible and normal.
- Make it easy and social
Behaviour change spreads when it feels normal, visible and supported. When reducing waste is made simple and becomes a shared activity, it fosters a sense of belonging and makes the journey less daunting. Eventually, we will reach a tipping point – and when culture shifts, systems often follow.
- Small steps with visible impact and repetition
Huge, overwhelming goals can paralyse us. Small, achievable steps that have a visible impact – like cleanups with education – help us move forward. Consistent action builds habits and trust and reaches a wider audience over time.
- Relevance to everyday life
People need to feel that environmental issues are connected to their daily experiences. How does plastic pollution affect their local park, their health or their community? When people can see the immediate relevance of an issue to their own lives, it becomes more personal and pressing.

Be the change, inspire the change
The truth matters, but so does how we share it. Big change starts with better conversations. We need to use our compassion, connection and consistent modelling alongside our knowledge and data in order to be effective. This takes time and patience, but eventually has better results than trying to “win” an argument, blaming or gimmicks.
We’ve summarised these findings in a social media post, along with some case studies of effective environmental campaigns – please share to help more people understand the power of emotional intelligence in the zero waste movement. And follow us online to keep yourself inspired!
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