UNIVERSITY PARK, Pa. — Research scientist Matthew Goldberg will present “Strategic climate communication research for real-world impact” at 4 p.m. on Feb. 24 in the Foster Auditorium of Paterno Library.
Goldberg’s research focuses on persuasion, social influence and strategic communication about urgent environmental issues like climate change and renewable energy. In his lecture, he will share communication tactics for creating real-world climate impact. He said he hopes to “nudge people” toward a different way of thinking about these topics.
“There are big problems and there are really good solutions,” said Goldberg, who is director of experimental research at the Yale Program on Climate Change Communication. “We lack public understanding to actually implement them, and so that's the foundation [of my talk].”
Goldberg says the primary barriers to public understanding are often social and psychological. Strategically designed research initiatives, he added, can help researchers, practitioners and the public adopt impactful habits and strategies.
Drawing on social psychology and his work at the Yale Program, Goldberg will show how message reach, geography, novelty and audience targeting interact. He’ll emphasize shifting attention from familiar, low‑impact actions, like bringing reusable bags to the grocery store, to high‑impact behaviors, such as taking international flights, and influential habits that meaningfully cut emissions.
“I focus primarily on climate change and connecting the dots for people to create a positive social change,” he said. “Much of the climate movement looks to [researchers] for data, for models, for insights, for know-how and for partnerships. We provide the insights to help them be more effective."
Goldberg has published more than 100 peer-reviewed papers and scientific reports, and his research is regularly cited in prominent news outlets like the New York Times and Washington Post. In 2022, he was named a Rising Star by the Association for Psychological Science, and in 2023 he received the Early Career Achievement Award from division 34 of the American Psychological Association for exceptional research contributions. He is also co-founder of XandY, an independent research and strategy firm.
Goldberg’s lecture is sponsored by the Sustainability Council at the Donald P. Bellisario College of Communications at Penn State. The council is a group of faculty, staff and students committed to creating a culture of sustainability at the Bellisario College and beyond.
"The Bellisario Sustainability Council is very excited to bring Dr. Goldberg to campus," said Chris Skurka, associate professor of media studies and chair of the council. "He and his collaborators are on the cutting edge of climate communication research, and we are confident that members of the Penn State community, regardless of their disciplinary homes, will benefit from learning more about this important work."