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What happened to all that plastic you've put in the recycling bin over the years? Halfpoint / Getty Images

By Dr. Kate Raynes-Goldie

Of all the plastic we've ever produced, only 9% has been recycled. So what happened to all that plastic you've put in the recycling bin over the years?

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EcoWatch Daily Newsletter

Donald Trump and Joe Biden arrive onstage for the final presidential debate at Belmont University in Nashville, Tennessee, on Oct. 22, 2020. JIM WATSON / AFP via Getty Images

Towards the end of the final presidential debate of the 2020 election season, the moderator asked both candidates how they would address both the climate crisis and job growth, leading to a nearly 12-minute discussion where Donald Trump did not acknowledge that the climate is changing and Joe Biden called the climate crisis an existential threat.

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Rep. Alexandria Ocasio-Cortez joins actor and activist Jane Fonda to discuss early voting, "real climate leadership," and the Green New Deal. Fire Drill Fridays

By Andrea Germanos

Rep. Alexandria Ocasio-Cortez on Friday will be the latest "fireside" chat guest to join actor and activist Jane Fonda, whose Fire Drill Fridays campaign—which has resulted in the arrests of fellow notable actors—has boosted demands for urgent action to rein in the climate emergency.

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Smoke from the East Troublesome fire in Colorado on Oct. 22, 2020. RubyT / Flickr

Thousands of homes were evacuated Wednesday after a Colorado wildfire exploded in size, growing at a rate of 6,000 acres per hour.

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A Stop the Money Pipeline protester holds a banner outside JP Morgan headquarters in NYC on Feb. 25, 2020; JP Morgan is a top contributor to the fossil fuel industry. Erik McGregor / LightRocket / Getty Images

By Jessica Corbett

Green groups applauded Sen. Jeff Merkley on Wednesday for introducing a pioneering pair of bills that aim to "protect the long-term health and well-being of the American people and their economy from the catastrophic effects of climate chaos" by preventing banks and international financial institutions from financing fossil fuels.

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A new study has revealed that Earth's biggest mass extinction was triggered by volcanic activity that led to ocean acidification. Illustration by Dawid Adam Iurino (PaleoFactory, Sapienza University of Rome) for Jurikova et al (2020)

The excess carbon dioxide emitted by human activity since the start of the industrial revolution has already raised the Earth's temperature by more than one degree Celsius, increased the risk of extreme hurricanes and wildfires and killed off more than half of the corals in the Great Barrier Reef. But geologic history shows that the impacts of greenhouse gases could be much worse.

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Landmark legislation aims to address the ocean impacts of human-caused global heating and reform federal ocean management. ToryYu1989 / PxHere / CC0

By Jessica Corbett

Leaders of climate and conservation groups on Tuesday welcomed House Democrats' introduction of landmark legislation that aims to address the ocean impacts of human-caused global heating and reform federal ocean management—recognizing that, as Rep. Raúl M. Grijalva put it, "a healthy ocean is key to fighting the climate crisis."

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Demonstrators hold signs at an anti-tar sands march in St. Paul, Minnesota in 2015. Fibonacci Blue / CC BY 2.0

By Andrea Germanos

A group of Indigenous women and their allies on Monday urged the heads of major global financial institutions to stop propping up the tar sands industry and sever all ties with the sector's "climate-wrecking pipelines, as well as the massively destructive extraction projects that feed them."

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New Zealand Prime Minister Jacinda Ardern declares victory during the Labor Party Election Night Function at Auckland Town Hall on Oct. 17, 2020 in Auckland, New Zealand. Hannah Peters / Getty Images

Jacinda Ardern, the New Zealand Prime Minister who has emerged as a leader on the climate crisis and the coronavirus pandemic, has won a second term in office.

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Prince William, Duke of Cambridge, Catherine, Duchess of Cambridge and Sir David Attenborough look at a piece of ice core from the Antarctic during a naming ceremony for the polar research ship the RSS Sir David Attenborough on Sept. 26, 2019 in Birkenhead, England. Asadour Guzelian - WPA Pool / Getty Images

By Elliot Douglas

In early October, Britain's Prince William teamed up with conservationist David Attenborough to launch the Earthshot Prize, a new award for environmentalist innovation. The Earthshot brands itself the "most prestigious global environment prize in history."

The world-famous wildlife broadcaster and his royal sidekick appear to have played an active role in the prize's inception, and media coverage has focused largely on them as the faces of the campaign.

But the pair are only the frontmen of a much larger movement which has been in development for several years. In addition to a panel of experts who will decide on the winners, the prize's formation took advice from the World Wildlife Fund, Greenpeace and the Jack Ma Foundation.

With more and more global attention on the climate crisis, celebrity endorsement of environmental causes has become more common. But why do environmental causes recruit famous faces for their campaigns? And what difference can it make?

'Count Me In'

"We need celebrities to reach those people who we cannot reach ourselves," says Sarah Marchildon from the United Nations Climate Change secretariat (UNFCCC) in Bonn, Germany.

Marchildon is a proponent of the use of celebrities to raise awareness of environmental causes. In addition to promoting a selection of climate ambassadors who represent the UN on sustainability issues, Marchildon's team has produced videos with well-known narrators from the entertainment world: among them, Morgan Freeman and Mark Ruffalo.

"We choose celebrities who have a lifestyle where they are already talking about these issues," Marchildon explains.

"Sometimes they reach out to us themselves, as David Attenborough did recently. And then they can promote the videos on their own social channels which reach more people than we do — for example, if they have 20 million followers and we have 750,000."

Environmental groups focused on their own domestic markets are also taking this approach. One Germany-based organization that uses celebrities in campaigns is the German Zero NGO. Set up in 2019, it advocates for a climate-neutral Germany by 2035.

German Zero produced a video in March 2020 introducing the campaign with "66 celebrities" that supported the campaign, among them Deutschland 83 actor Jonas Nay and former professional footballer Andre Schürrle. They solicit support as well as financial contributions from viewers.

"Count me in," they say, pointing toward the camera. "You too?"

"We are incredibly grateful for the VIPs in our videos," says German Zero spokeswoman Eva-Maria McCormack.

Assessing Success Is Complex

But quantifying the effectiveness of celebrity endorsement of campaigns is not a straightforward process.

"In order to measure effectiveness, first of all you need to define what is meant by success," says Alegria Olmedo, a researcher at the Zoology Department at the University of Oxford.

Olmedo is the author of a study looking at a range of campaigns concerning pangolin consumption, fronted by local and Western celebrities, in Vietnam and China. But she says her biggest stumbling block was knowing how to measure a campaign's success.

"You need a clear theory of change," explains Olmedo. "Have the celebrities actually helped in achieving the campaign's goals? And how do you quantify these goals? Maybe it is increased donations or higher engagement with a cause."

A popular campaign in China in recent years saw famous chefs Zhao Danian and Shu Yi pledge to abstain from cooking endangered wildlife. While the pledge achieved widespread recognition, both Olmedo and Marchildon say it's difficult to know whether it made any difference to people's actions.

"In life we see a thousand messages every day, and it is very hard to pinpoint whether one campaign has actually made a difference in people's behavior," she explains.

Awareness Is Not Enough

Many campaigns that feature celebrities focus on raising awareness rather than on concrete action — which, for researcher Olmedo, raises a further problem in identifying effectiveness.

"Reach should never be a success outcome," she says. "Many campaigns say they reached a certain number of people on social media. But there has been a lot of research that shows that simply giving people information does not mean they are actually going to remember it or act upon it."

But anecdotal evidence from campaigns may suggest reach can make an active difference.

"Our VIP video is by far the most watched on our social media channels," McCormack from German Zero says. "People respond to it very directly. A lot of volunteers of all ages heard about us through that video."

However, some marketing studies have shown that celebrity endorsement of a cause or product can distract from the issue itself, as people only remember the person, not the content of what they were saying.

Choosing the Right Celebrity

Celebrity choice is also very important. Campaigns that use famous faces are often aiming to appeal to members of the public who do not necessarily follow green issues.

For certain campaigns with clear target audiences, choosing a climate scientist or well-known environmentalist rather than a celebrity could be more appealing — Attenborough is a classic example. For others, images and videos involving cute animals may be more likely to get a message heard than attaching a famous face.

"We choose celebrities who have a lifestyle where they are already talking about these issues," says Marchildon from the UN. "You need figures with credibility."

McCormack cites the example of Katharine Hayhoe, an environmental scientist who is also an evangelical Christian. In the southern United States, Hayhoe has become a celebrity in her own right, appealing to an audience that might not normally be interested in the messages of climate scientists.

But as soon as you get a celebrity involved, campaigns also put themselves at risk of the whims of that celebrity. Prince William and younger members of the royal family have come under fire in recent years for alleged hypocrisy for their backing of environmental campaigns while simultaneously using private jets to fly around the world.

But Does It Really Work?

While environmental campaigns hope that endorsement from well-known figures can boost a campaign, there is little research to back this up.

"The biggest finding [from my study] was that we were unable to produce any evidence that shows that celebrity endorsement of environmental causes makes any difference," says Olmedo.

This will come as a blow to many campaigns that have invested time and effort into relationships with celebrity ambassadors. But for many, the personal message that many celebrities offer in videos like that produced by German Zero and campaigns like the Earthshot Prize are what counts.

The research may not prove this conclusively — but if the public believes a person they respect deeply personally cares about an important issue, they are perhaps more likely to care too.

"I personally believe in the power this can have," says Marchildon. "And if having a celebrity involved can get a single 16-year-old future leader thinking about environmentalist issues — that is enough."

Reposted with permission from DW.

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These microfibers, smaller than five millimeters, are shed when synthetic clothes are washed. Cris Cantón / Getty Images
A new study from the University of California at Santa Barbara has found that synthetic clothes released about 4,000 metric tons of plastic microfibers into California's environment in 2019.
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President Donald Trump prepares to sign an Executive Order to begin the roll-back of environmental regulations put in place by the Obama administration, on February 28, 2017 in the White House in Washington, D.C. Aude Guerrucci-Pool / Getty Images

By Brett Wilkins

With President Donald Trump's re-election very much in doubt, his administration is rushing to ram through regulatory rollbacks that could adversely affect millions of Americans, the environment, and the ability of Joe Biden—should he win—to pursue his agenda or even undo the damage done over the past four years.

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A flooded shop is seen next to Rodanthe Sound as Hurricane Dorian hits Cape Hatteras in North Carolina on September 6, 2019. Jose Luis Magana / AFP / Getty Images

North Carolina's Outer Banks are dotted with vacation beaches and historic communities. But the sweeping water views do not only draw tourists. They give locals a front row seat to sea-level rise.

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