At a time when fossil fuels continue to play a key role in increasing greenhouse gas emissions and accelerating climate change, new research suggests that the world's perception of without fossil fuels can significantly influence public opinion and support environmental protection measures.

An experimental approach to sustainable imagination

Researchers at Simon Fraser University recently conducted an experiment in which American participants were randomly divided into two groups. One group was asked to imagine for a few minutes a world in which people lived in harmony with nature—a world where energy was provided entirely by renewable sources and fossil fuels were a thing of the past. The other group focused on describing their morning routine.

The results were surprising: people who could envision a sustainable future expressed greater opposition to new fossil fuel projects, such as a planned oil project in Alaska and the construction of a long-distance gas pipeline, compared to a control group. They were also more likely to support international initiatives that could lead to an end to the development of new fossil fuel projects.

Why is the idea of an alternative so important?

Research shows that imagining an alternative, sustainable world can not only raise environmental awareness, but also motivate people to actively participate in change. Participants who could clearly imagine what a world without fossil fuels might look like – with healthier nature, cleaner air and more green spaces – were more willing to join environmental protests, sign petitions and support measures that reduce emissions.

“When people have a clear picture of what the future might look like, they are more motivated to take action and push for change,” said one of the researchers. “Such positive visualizations can help overcome skepticism and strengthen public commitment to sustainable policies.”

Impulse for international cooperation

The research highlights that a clear vision of a sustainable future can be a key factor in supporting international initiatives. Participants who envisioned a world without fossil fuels were also much more likely to support the idea of an international contractual commitment that would put in place measures to end the development of new fossil fuel projects.

This approach, based on empowering the collective imagination, can serve as an effective tool for politicians and environmental activists seeking to push for ambitious climate action. Providing concrete and positive visions of a sustainable world should be a priority in climate action communications and campaigns.

Research shows that helping the public imagine a positive and sustainable future is key to accelerating the transition to renewable energy and reducing dependence on fossil fuels. Such a vision not only increases environmental engagement, but can also inspire concrete action and support for international cooperation to combat climate change. Spring