There is significant support for immediate government action on climate change in every country we surveyed. On average across the 23 countries in the study, 77% of people agree with the statement, “It is essential that our government does whatever it takes to limit the effects of climate change,” and just over 10% disagree.

But at the individual policy level, support can be a much closer call. If we understand and respond to what really motivates people, we can strengthen support even further, defend against resisting forces, and dramatically accelerate the climate transition.

The research shows that the right framing and messages increased public support for policy action in every country we studied. In randomized controlled trial message tests, the most effective narrative — the urgent generational message — lifted the level of global strong support for climate action by an average of 11 percentage points.

In every country in the study, the “later is too late” narrative outperformed messages focused on economic opportunity, fighting injustice, improving health, or even preventing extreme weather.

The data clearly shows that framing is a key difference maker and can turn policy winners into losers. As an example, here are three ways to address building decarbonization, with a general ban positioning garnering 20 points lower support:

Frames that included the words mandate, ban or phaseout on average had 9 points lower support (and in some cases, up to 20 points lower support) than those that did not. Framings that included ideas like upgrading, setting standards, making solutions accessible, and reducing dependency performed significantly better.

This finding is particularly important as climate policy advances from the “behind the scenes” territories like clean energy standards to the policies that more directly affect individual citizens’ lives – in their kitchens, homes, garages and farms. The one limitation that does work: pollution.

While overall support for government action on climate is extremely high, support for specific climate policy framings, positioned head-to-head with an opposing argument, is a much closer call. We tested 18 policies, each framed in 3 different ways, across 23 countries (a total of 1,242 different tests.) The data shows significant variation by country. In the United States, for example, 45% support the end of fossil fuel extraction, while in Chile, 87% support a clean energy standard.

While policy and political leaders often focus on messages like green jobs, economic prosperity, ending injustice and even fighting the costs of extreme weather, the data gives a clear signal that there is a better message to grow the overall size of support. Across every country, love for the next generation was the dominant reason for action on climate change. This reason was 12 times more popular than creating jobs.

Despite clear differences in cultural context, stage of economic development, education on the issue, and energy infrastructure, people throughout the world are remarkably consistent on this point.

The message of generational urgency moved people across age groups, levels of education, income, political affiliation, and family status.

Later is too late. While the research shows that there is already a strong and broad consensus for immediate, increased government action on climate change, this doesn’t always translate into support for specific initiatives, opening the field to backlash and backsliding. The right framing and messaging are essential to achieving the policy gains that will save the planet for future generations.