Jonathon Schuldt

Professor, Department of Communication

Jonathon Schuldt is a professor of communication at Cornell whose research focuses on the social psychology of public opinion, with a focus on environment, health and U.S. politics. He is also the Executive Director of Cornell’s Roper Center for Public Opinion Research.

Schuldt says:

“By focusing on how climate change will impact our children, the ad appeals to what researchers call intergenerational concerns that have been linked to support for climate action. It also highlights their vulnerability, which may increase feelings of obligation to protect them from harm. 

“By tying impacts to milestones like a baby’s first steps or starting college, it makes time feel scarce, maybe especially for parents in the audience. And by airing in Los Angeles, it connects the dots between climate change and a recent disaster that is still top of mind.”