Figure standing in a field contemplating actions on climate

Are Climate Protests Effective? Understanding Free-Riding and Strategic Action

Kai Mendoza in Climate & Environment June 2025 • 4 min read.

"Do your actions really matter? A new study explores how individual beliefs impact participation in climate movements, revealing the surprising effects of 'free-riding.'"

Political activism and protest have surged to unprecedented levels, becoming critical catalysts for social change. From grassroots movements to large-scale demonstrations, these collective actions play a vital role in shaping public discourse, influencing policy, and driving societal transformation.

Understanding the dynamics of these movements is essential to grasp how societies evolve and adapt. Protests bring key issues to the forefront, challenge existing power structures, and inspire broader participation in democratic processes.

Now, new research is diving deep into the motivations behind climate protests, particularly focusing on how individuals' beliefs about the actions of others influence their own decisions to participate. One fascinating concept that has come into focus is strategic substitutability – the idea that people might be less inclined to act if they believe others are already doing enough.

The Puzzle of Participation: Understanding Strategic Substitutes

Figure standing in a field contemplating actions on climate

The study begins with a deceptively simple question: What motivates an individual to join a climate protest? Traditional models assume that people act based on their personal convictions, values, and a desire to contribute to a cause they believe in. However, new research suggests a more complex interplay of factors.

One critical factor is the belief about whether others are also participating. This is where the idea of 'strategic substitutes' comes into play. If individuals believe that many others are already committed to the cause, they might feel their own participation is less critical.

The Free-Rider Problem: This phenomenon is closely related to the classic economic problem of 'free-riding,' where individuals benefit from a collective good without contributing to it. In the context of climate protests, people might enjoy the potential benefits of successful activism (e.g., policy changes, increased awareness) without personally investing their time and effort.
The Belief Factor: The study emphasizes that it's not just about the actual number of participants; it's about people's beliefs about participation. These beliefs are shaped by various sources, including social media, news reports, and personal networks.
Rational Choice: The research suggests that individual decisions about protest participation aren't always driven purely by emotion or ideology. There's also a rational element at play, where people weigh the potential impact of their actions against the costs (time, effort, potential risks).

Essentially, the study reveals that people are more likely to participate if they think their actions will make a real difference. When they believe others are already handling the situation, they might choose to sit on the sidelines.

What Does This Mean for Climate Action?

This research carries important implications for how we understand and mobilize collective action on climate change. Recognizing the 'strategic substitutes' effect suggests that organizers need to focus on strategies that emphasize the importance of individual contributions, counteract the perception that 'others are already doing enough,' and create a sense of urgency and collective responsibility. By understanding these psychological dynamics, we can build more effective and inclusive movements for change.

About this Article -

This article was crafted using a human-AI hybrid and collaborative approach. AI assisted our team with initial drafting, research insights, identifying key questions, and image generation. Our human editors guided topic selection, defined the angle, structured the content, ensured factual accuracy and relevance, refined the tone, and conducted thorough editing to deliver helpful, high-quality information.See our About page for more information.

This article is based on research published under:

DOI-LINK: 10.1038/s41558-023-01833-y,

Title: Free-Riding For Future: Field Experimental Evidence Of Strategic Substitutability In Climate Protest

Subject: econ.gn q-fin.ec stat.ap

Authors: Johannes Jarke-Neuert, Grischa Perino, Henrike Schwickert

Published: 17-12-2021

Everything You Need To Know

What is the 'free-rider problem' in the context of climate protests, and how does it relate to individual participation?

The 'free-rider problem,' a concept closely linked to climate protests, describes individuals benefiting from successful activism—like policy changes or increased awareness—without actively contributing. In these scenarios, people might choose not to invest their time and effort because they believe others are already participating. This behavior is a key factor in understanding why some individuals might choose not to join climate protests, even if they support the cause. It highlights the challenge of motivating widespread participation when individuals perceive their contribution as unnecessary due to the actions of others.

How do beliefs about the actions of others impact an individual's decision to participate in climate protests, and what is 'strategic substitutability'?

An individual's beliefs about whether others are participating significantly influence their decision to join climate protests. The concept of 'strategic substitutability' suggests that if individuals believe many others are already committed, they might feel their own participation is less critical. This is because they might perceive their actions as less impactful when they think the collective goal is already being addressed. This perspective can lead individuals to 'sit on the sidelines,' believing their contribution isn't essential due to the perceived efforts of others, which affects the overall dynamics of climate action movements.

What motivates individuals to join climate protests, and how do these motivations differ from traditional models?

Traditional models assume individuals participate in protests based on personal convictions, values, and a desire to contribute. However, new research suggests a more complex interplay of factors. Besides personal beliefs, a critical factor is the perception of others' participation. People weigh the potential impact of their actions against the costs. The study emphasizes that people are more likely to participate if they think their actions will make a real difference. When they believe others are already handling the situation, they might choose to sit on the sidelines.

What are the implications of this research for mobilizing collective action on climate change, and how can organizers counteract the 'strategic substitutes' effect?

The research suggests that organizers need to focus on strategies emphasizing individual contributions and counteracting the perception that 'others are already doing enough.' To mobilize collective action, organizers must create a sense of urgency and collective responsibility. This involves highlighting the importance of each individual's actions and demonstrating how personal participation directly contributes to the movement's goals. Strategies that make individual actions feel more impactful can encourage broader participation, fostering a more effective and inclusive climate action movement.

Where do people form their beliefs about participation in climate protests, and how do these sources influence their decisions?

People's beliefs about participation in climate protests are shaped by various sources, including social media, news reports, and personal networks. These sources provide information about the level of involvement from others, influencing an individual's perception of the need for their contribution. If individuals regularly encounter narratives suggesting that many people are already participating, they might perceive their own involvement as less necessary. Understanding these sources and their influence is crucial for organizers aiming to motivate wider participation, as it can help them tailor their messaging to counteract the 'strategic substitutes' effect and highlight the importance of each person's contribution.