Dr Steve Westlake is a Research Fellow at Cardiff University. He was formerly a Knowledge Exchange Associate for CAST, and has worked in the Climate Change Committee secretariat.
Steve’s research explores how leading by example with high-impact pro-environmental behaviour influences the attitudes and behaviour of others, and how such leadership contributes to climate change mitigation. Steve’s PhD revealed that visible leading by example from politicians, CEOs and celebrities significantly increases the willingness of members of the public to adopt the same low-carbon behaviours (flying less, eating less meat, driving electric cars, improving home energy efficiency, increased use of public transport and active travel). Furthermore, the public’s perceptions of the leaders’ credibility, trustworthiness, competence and popularity are greatly increased when the leaders are observed leading by example. A corresponding negative effect is observed when leaders’ behaviour appears to contradict their climate message.