George Marshall warns that the true crisis may lie in human behavior, not only rising temperatures
04.05.2025
Oscar Duran & Mayra Cağlayan
George Marshall at University of Copenhague. Photo: Oscar Duran.
“We know where we’re going with climate change. What we don’t know is how we’ll behave when we get there,” said George Marshall during his April 30 lecture at the University of Copenhagen. Known for his work on climate communication, Marshall argued that the problem isn’t ignorance but fear. “People aren’t stupid. But when they’re frightened, they turn away. They protect their stories.”
Marshall emphasized that facts don’t drive change. “We don’t change behavior because of information. We change because of meaning.” Drawing on history and psychology, he identified four possible futures: “Will we collaborate, cope, compete or collapse?”
The answer, he argued, depends on which instincts we activate. “The future of climate change will be decided not by carbon, but by character.” Whether we respond with solidarity or retreat into blame and self-interest will shape the world ahead, he concluded.