Cognitive Dissonance and Climate Change.

Do you ever feel a twinge of guilt about your lifestyle? Like you should be doing more to help the planet? That feeling can actually be a good thing. It’s a sign that you care and that you’d like to contribute to a better world. If the frustration you’re feeling nudges you toward living more closely with your values, it’s not something you need to “fix.”

But sometimes, we can turn that care into self-criticism, beating ourselves up for not being the perfect eco-warrior. We might even find ourselves putting people into boxes of “caring” and “not caring” about the planet.

Cognitive dissonance and climate change often go together.

Cognitive dissonance is the mental discomfort we feel when our actions don’t match our values , and it’s everywhere in the sustainability space. Maybe someone claims to hardly eat red meat, but you know they’re buying it every day. Or someone else says they can’t stand fast fashion, but you’ve seen them order trendy outfits online that get worn twice. It's not that they're actively trying to trick anyone, it's just not possible to completely live in lne with our values. That feels uncomfortable, so we try not to think about. That's okay to some extent, otherwise we couldn't get through life!

None of us can be zero-waste or perfectly carbon-neutral all the time. And we can’t live perfectly within imperfect systems. We have to do our best with what we’ve got. Think about it: the electric light was designed by the light of a candle. The helicopters that rescue people during climate disasters still run on fossil fuels. We’re all, in our own ways, incoherent. We're trying to live well in a world that doesn’t always make it easy to be consistent.

The key, as always, is to find the right balance. So you can accept that we all are a little hypocritical, but don't use it as an excuse to live irresponsibly.

My Own Incoherence Story

I get that it’s hard to accept incoherence sometimes, because I’ve been there. For me, it started off as feeling like I cared about the planet, but not actually taking any actions in my personal life to make a difference. I would share headlines about climate disasters on Facebook before hopping on a short-distance flight for the weekend and not even notice the incoherence. 

Then, things changed. I started to take lots of actions. But for a while, I took things too far in my quest to perfectly align my life with my desire for a better world. All my clothes were worn thin, patched, and fraying because I didn’t want to waste resources. My home was crowded with other people’s unwanted things because I couldn’t bear to see them go to the landfill, even if I had no real use for them myself. I was surrounded by stuff I didn't want.

It’s good that I started taking action. But over time, I realised sustainable living has to be sustainable for me, too. Now, I still buy second-hand clothes, but they’re clothes I feel good in. If someone offers me a bag of hand-me-downs, I quickly check it out, say thank you, and pass on what I don’t need right away. Nearly all my furniture is second-hand, but it’s comfortable, cosy, and makes me happy to come home. And those ripped, faded sheets my parents bought before I was even born? I finally let them go, sending them to be recycled rather than clinging to them out of misplaced eco-guilt.

This Is Not About Encouraging Waste

Far from it. Reducing what we consume is one of the most powerful ways to cut our impact on climate change and biodiversity loss. The fewer raw materials we extract and the less energy we use, the less strain we put on ecosystems.

But I am encouraging compassion for ourselves when we inevitably fall short of our ideals.

We are all incoherent sometimes:

• You might love animals, but still eat meat sometimes. 

• You might care deeply about climate change, but take a flight to see loved ones.

• You might buy mostly plastic-free food, but still grab a snack in plastic packaging on a busy day.

That’s life.  The goal isn’t flawless consistency. The goal is to win where we can, to make choices that align with our values as much as possible, while keeping enough energy and hope to keep going.

The key is to minimise the gap between your values and your choices, while still feeling physically and emotionally healthy. Easier said than done, right?

Cognitive Dissonance and Climate Change Quiz

This isn’t about scoring “good” or “bad.” It’s a tool to help you spot where your actions and values might be out of sync so you can decide if, how, and when to bring them closer together.

Instructions: For each question, choose the answer that feels most true for you right now.

1. My work or main income source… A. Actively benefits the planet or people (e.g., in education, healthcare, conservation, social justice). B. Is neutral, not especially harmful or helpful. C. Likely contributes to environmental or social harm (e.g., high-emission industries, exploitative labour).

2. My diet… A. Closely matches my values for animal welfare, health, and the environment. B. Is a mix,  sometimes aligned, sometimes not. C. Often contradicts what I believe is best for animals, health, or the planet.

3. Travel habits… A. I avoid flying and use low-impact travel most of the time. B. I fly occasionally but also use trains, buses, or bikes when I can. C. I fly frequently or rely on car travel even for short distances.

4. Clothing choices… A. Mostly second-hand, swapped, or from ethical brands. B. A mix of sustainable and fast-fashion purchases. C. Mostly new, low-cost fashion with short lifespans.

5. Home energy use… A. I actively reduce energy use and/or use renewable energy. B. I take some steps (e.g., turning off lights) but could do more. C. I don’t really think about it or change habits for energy savings.

6. Waste management… A. I minimise waste, repair items, recycle, and compost wherever possible. B. I recycle and avoid some waste, but don’t go out of my way. C. I throw things away without much thought.

7. Money choices… A. I support ethical or local businesses and actively avoid harmful investments (ethical banking, ethical pension provider) B. I mix my spending, some sustainable, some convenience-driven. C. I rarely consider ethics when spending or investing.

8. Water use… A. I’m careful with water. I  take short showers, have installed low-flow taps, and collect rainwater for the garden. B. I’m mindful sometimes but don’t consistently make water-saving choices. C. I use water without much thought to conservation.

9. Contribution to my community… A. I actively volunteer my time or skills to help people or causes in my community. B. I contribute occasionally, or in informal ways (helping neighbours, donating items). C. I don’t currently contribute to my community.  I don’t have the time or energy right now.

Scoring:

• Mostly A’s: You’re living very close to your values, but watch out for burnout. You can still give yourself permission to rest and enjoy life.

• Mostly B’s: There’s room to bring some areas into closer alignment, but already doing some brilliant things.

• Mostly C’s: Your values and actions may be far apart,  but that means you have big opportunities for meaningful change if and when you’re ready.

Your Next Steps Based on Your Score

If you got mostly A’s:

• Protect your energy so you don’t burn out. Remember, rest is a sustainability strategy too.

• Explore ways to bring joy into your sustainable habits so they stay fresh and rewarding. For example, invite fellow volunteers around for dinner.

• Invite a friend to get involved with your community work or sustainable behaviour, like going to a thrift shop or volunteering together. 

  
  

If you got mostly B’s and C’s 

• Pick one area where your values and actions are furthest apart, and focus on that first.

• Try habit-stacking: link a new action (e.g., switching to a reusable coffee cup) with something you already do (getting your morning coffee).

• Start with “low-hanging fruit” like buying second-hand clothes once, or trying a local bus for a trip you sometimes take by car

• Be curious, not critical. Ask yourself why certain habits feel harder to change, and explore alternatives that feel good for you.

Start out with this exercise:

Reflection Worksheet: From Insight to Action

Grab a notebook or open a blank document and jot down your answers to these prompts:

1. Where do I feel the biggest gap between my values and my actions? (Example: “I care about reducing waste, but I buy a lot of takeaway coffee in disposable cups.”)

2. Why does this gap matter to me personally? (Example: “Because I want to set a good example for my kids.”)
   

3. What’s one small, specific action I could take this month to close that gap?(Example: “Keep a reusable cup in my bag at all times.”)
   

4. What might make it hard to stick to this action, and how can I make it easier?(Example: “I sometimes forget my cup. I’ll leave a spare one in the car.”)
   

5. How will I celebrate or acknowledge my progress? (Example: “I’ll treat myself to a coffee in a café I love after a week of remembering my cup.”)

   
   

If you enjoyed this exercise, you could give the climate action inventory a go next!

Leading By Example, Not By Guilt

It’s easy to feel frustrated when others don’t “get it” or live up to the same standards you set for yourself. But our influence is strongest when we live joyfully and authentically in line with our values. People notice, and often feel inspired to try something themselves.

So, let’s stop beating ourselves up. Let’s embrace our beautiful incoherence, celebrate our wins, and keep moving forward with kindness for ourselves and the planet.

I hope you found this blog post helpful! You can sign up for my monthly newsletter on my home page to receive the latest blog posts, free resources to help with eco anxiety, and information about events. If you'd like to book individual coaching with me, you can book an initial call below:

Initial Call

30

Book Now