University of Bath researchers Dr Steve Westlake and Dr Sam Hampton are set to play a leading role in a major new project, backed by the Askehave Climate Foundation that will investigate how high-profile figures can accelerate action on climate change.

Over the next four years, the team will work with politicians, business leaders and sporting stars to see how they can lead by example - making green choices mainstream, inspiring others to follow, and building public support for the big shifts needed to cut emissions.

Dr Westlake, from Bath’s Department of Psychology, has pioneered research on the importance of politicians leading by example on climate and Dr Hampton, an expert in behaviour change and climate action, will help shape the project’s direction and impact. Both are active members of the University’s Institute for Sustainability and Climate Change (ISCC) and the UK-wide Centre for Climate Change and Social Transformations (CAST).

The research is being delivered in collaboration with colleagues from the University of Oxford’s Environmental Change Institute, including Dr Tina Fawcett and Dr Emilie Vrain, alongside partners Climate Outreach and Climate Change Coaches. Together, the team brings expertise spanning energy demand, behaviour change, and leadership coaching.

Dr Westlake said:

Leaders have an outsized influence. When they walk the talk on climate, it sends a powerful signal that change is possible and expected. This project is about helping leaders overcome barriers, find their voice, and inspire the collective action we urgently need.

Dr Hampton added:

Moments of leadership, whether on a football pitch, in Parliament, or in the boardroom, can have ripple effects far beyond the individual. By understanding what motivates leaders, and giving them the right tools and support, we can unlock real momentum for climate action.

Dr Tina Fawcett from the University of Oxford’s Environmental Change Institute, said:

Our vision is that every leader, in whatever field they work, has the knowledge and confidence to lead on climate. With this project we can begin to build the evidence and tools to make that a reality.

The project team will work side-by-side with leaders to understand what drives them and what holds them back when it comes to climate action. They’ll provide tailored support to help leaders build the skills and confidence to step up, and then track how their choices ripple out through workplaces, communities and wider society.

The initiative also aims to lay the foundations for a long-term international Centre for Climate Leadership Research, establishing the UK as a hub for world-leading expertise in this area.

The project has been awarded funding by the Askehave Climate Foundation as part of its 2025 research programme.