Loss-and gain-framed messages alter climate emotions, but not behaviour across 26 countries

Efforts to communicate climate urgency often hinge on whether messages emphasise gains (e.g., preserving natural environments) or losses (e.g., losing natural environments). In an online between-participant experiment across 26 countries (n = 11,934), we examine how message frames influence the perceived severity of climate change impacts, information-seeking intention, and information-seeking behaviour. The loss-framed message resulted in higher perceived severity of climate change (β = 0.07, p < 0.001) compared to the gain-framed message. This effect is driven by emotions: loss-framed messages primarily elicit anxiety (β = 0.57, p < 0.001), while gain-framed messages boost hope (β = -0.86, p < 0.001). However, framing had a minimal effect on information-seeking intention (β = 0.03, p < 0.001) and did not alter actual information-seeking behaviour. Overall, loss-framed messages increase climate urgency, and gain frames provide emotional benefits without lowering urgency, indicating that effective climate communication needs to balance the two.