Why waiting for the right climate belief is keeping you from taking real action

Ideas & Philosophy · Published 3 October 2026 Swipe more like this →

In short: Conventional wisdom suggests that awareness must come before action, but neuroscientist Kris De Meyer argues the reverse is true. By examining the brain's decision-making processes, he reveals that our actions actually drive our beliefs. Understanding this mechanism is the key to overcoming paralysis and making progress on complex climate challenges.

The traditional approach to climate advocacy assumes that if people are sufficiently informed, their beliefs will shift, eventually leading to action. However, Kris De Meyer, Director of the UCL Climate Action Unit, suggests this model is flawed. Drawing on neuroscience and psychology, he posits that the brain does not operate in a linear fashion where knowledge dictates behavior. Instead, our actions often serve as the catalyst for forming and reinforcing our beliefs. When we feel stuck, it is frequently because we are waiting for a sense of certainty or motivation that only arises after we have already begun to act.

This perspective was central to De Meyer's presentation at the TED Countdown event, held in Brussels, Belgium, on October 29, 2024. The event, which took place at The EGG, gathered leaders from diverse sectors including finance, policy, science, and the arts to address dilemmas in the green transition. De Meyer’s work aims to accelerate the transition to net-zero by helping individuals and organizations understand the cognitive barriers that lead to inaction. By applying these insights, the Climate Action Unit provides tools to help professionals navigate the complexities of climate-related decision-making.

Beyond the talk, De Meyer and Deputy Director Lucy Hubble-Rose conducted a 'Breakthrough' workshop for invited professionals. This session, titled 'Becoming a climate unsticker,' focused on practical approaches to breaking through professional barriers. The core takeaway is that by shifting our focus from waiting for the 'right' mindset to initiating small, concrete actions, we can rewire our cognitive engagement with climate change. This approach helps transform the feeling of being stuck into a process of iterative progress, proving that action is not just the result of change, but the primary driver of it.

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