Dead in the water: Mortality messaging in water crisis communication and implications for pro‐environmental outcomes

Abstract

Abstract All nature relies on water, yet climate change threatens water availability to the highest degree—from too much (e.g. extreme weather; flooding) to too little (e.g. droughts; wildfires). These water shifts threaten all life on earth. Societies' safe and reliable water accessibility faces growing uncertainty from climate change; however, water crisis communication may inadvertently remind audiences of their mortality. According to terror management theory, these mortality reminders can hinder pro‐environmental efforts in humans and even increase intergroup biases—a significant challenge for developing environmental solutions. While climate change has been examined as a mortality reminder, water remains untested. We presented participants with either a mortality‐laden message, an aversive but not‐life‐threatening message, or one of three threatening water‐related messages—experiencing drowning, dehydration or contaminated water consumption—to determine if the water‐related messages function similarly to the mortality message. Some (e.g. drowning; contaminated water), but not all (e.g. dehydration), water messages increased death‐thought accessibility, which could lead to paradoxical environmental behaviours, depending on the audience. Our research findings should inform policymakers, non‐profit organizations and other water correspondents' communication strategies. As some threatening water messages elicit similar responses to known mortality reminders, the way water crises are framed is important for water‐related decision‐making and ensuring equitable, successful pro‐environmental outcomes. Read the free Plain Language Summary for this article on the Journal blog.

Keywords

• climate change
• communication
• decision‐making
• mortality salience
• pro‐environmental outcomes
• terror management theory