ABSTRACT The need for urgent and decisive climate action means that environmental communication cannot be divorced from strategic communication. As such, the literature has examined how the youth social movement’s strategic framing of the climate crisis rallied millions into demanding climate action. However, these studies have not investigated the factors driving these framing strategies’ success or compared their effectiveness to those of other environmental movements. In turn, this paper investigated if generational frames – predominantly used by the youth climate movement to highlight the generational injustices of climate change – are more effective than humankind frames – those emphasising that climate change affects humankind as a whole – in increasing support for climate action, and the role of age and generational identification strength in these effects. Results from a survey experiment (N = 767) supported that both frames increase support for climate action. However, generational frames are most effective among young people who strongly identify with their generational ingroup. Conversely, humankind frames were most influential among older low identifiers. Findings highlight the limits of the youth climate movement’s strategic use of generational frames, as their message resonates primarily with other young people. Implications for strategic framing and how to achieve widespread support for climate action are discussed.
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