Dr Steve Westlake is a Lecturer in the Department of Psychology at the University of Bath. He is an affiliate of the CAST Centre and has previously worked at the Climate Change Committee. Steve’s research explores how leading by example through high-impact pro-environmental behaviours influences the attitudes and behaviours of others, and how such leadership contributes to climate change mitigation. His PhD revealed that visible leadership by example from politicians, CEOs, and celebrities significantly increases the willingness of members of the public to adopt the same low-carbon behaviours, including flying less, eating less meat, driving electric vehicles, improving home energy efficiency, and making greater use of public transport and active travel. Furthermore, public perceptions of these leaders’ credibility, trustworthiness, competence, and popularity increase substantially when they are observed leading by example. Conversely, a negative effect is observed when leaders’ behaviour appears to contradict their climate-related messages.
Underpinning Steve’s ongoing research is the theory of embodied sustainable leadership and the idea that “action is communication”. His work aims to provide insight into how social influence and leadership can contribute to the rapid transition towards more sustainable lifestyles by shifting social norms and helping to trigger social tipping points. His research also contributes to ongoing debates about “individual action versus systems change”, highlighting how leaders’ individual actions affect collectives and systems and are therefore not purely individual. He draws on theories of social influence, cultural evolution, leadership, and social practice.
