Stereotypes Shape Public Impressions of Unconventional Climate Advocates Across Urban and Regional Communities

Unconventional climate advocates – those who do not fit pro-environmental stereotypes yet promote climate action – are increasingly visible within climate movements. However, little is known about how general publics perceive these atypical advocates. Drawing on 90 public intercept interviews in Australia, we explored impressions of unconventional advocates and whether these perceptions varied across urban and regional communities. We examined two types of unconventional groups: role-based advocates who speak from ostensibly non-climate related social roles (firefighters, doctors, veterinarians, parents) and bridge-builders who advocate from identity positions typically considered resistant to climate issues (farmers, investors, mining workers, religious people). Our findings showed that public views were shaped by stereotypes linked to broader social categories in which unconventional advocates were positioned. Some advocates, particularly farmers, firefighters, and veterinarians, were widely viewed as trustworthy and legitimate, whilst others, such as investors and religious groups, were more often met with suspicion or perceived as irrelevant or self-interested. Notably, support patterns for unconventional advocates were broadly consistent across urban and regional settings. Our research shows how stereotypes filter perceptions of unconventional advocates, revealing both opportunities and constraints for some advocates in broadening public support for climate action.