To help people prepare for extreme heat, we must communicate better
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Communicating better about heat
To help improve this disjointed landscape, here are three key suggestions:
1 - Heat communications must draw on social research. Studies show a very wide range of factors influence our actions and vulnerabilities when it comes to heat. From our belief about the risks, to where we live, to our cultural heritage, and the actions of our friends and family - these factors all play a role in shaping heat-related behaviour. Taking stock of these influences, alongside an awareness of the unequal impacts of heat, is necessary to inform better communication approaches. Social research also highlights the need for active, inclusive engagement that goes beyond one-way messaging (e.g. locally-led projects to increase tree cover, or community decision making about heat-resilient neighbourhoods).
2 - A focus on advance preparation is sorely needed. Preparation for heat should occur "all year round", but typically UK risks aren't treated in this way, with media coverage spiking as the heat takes hold. A review of heatwave research found an overwhelming focus on 'protective actions' (e.g. using a fan or drinking water to stay cool during heatwaves), rather than 'preparative actions' (e.g. installing shutters and blinds, or improving shading). This is despite the latter typically bringing benefits for more than one person, by reducing household vulnerability. Instead of an overemphasis on short-term coping, we need to build longer-term heat resilience.
3 - Effort is needed to address heat perception gaps. There are well known vulnerability gaps when it comes to climate impacts. Research by the British Red Cross found that "those most vulnerable to the effects of extreme weather often have the lowest awareness of their risk and the least knowledge of how to prepare". Similar 'perception gaps' have been found in relation to heat impacts. For instance, people tend to believe they are less vulnerable to heat impacts than others in their community. Many in the UK look forward to heatwaves, despite the risks. And more than a third think heatwaves will only be a problem for the UK in the future. Tackling perception gaps like these could help unlock community preparedness.
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