George Marshall

George Marshall studies how values, identity and storytelling shape public responses to climate change. After campaigning on forest protection with Greenpeace US and the Rainforest Foundation, he co-founded the organization now called Climate Outreach with Richard Sexton in 2004. His book Don't Even Think About It examines why strong scientific evidence can fail to produce attention or action. Marshall built the book from interviews with psychologists, scientists, campaigners, religious groups and political activists, then connected their accounts to research on threat perception and social narratives. He also wrote Carbon Detox, a guide to personal emissions reduction. His later communication work has focused on reaching audiences beyond established environmental movements.