Extreme Heat Social and Behavioral Sciences Research

Published in 2024, the Extreme Heat Social and Behavioral Science Research study was developed for the National Weather Service (NWS) to inform how the agency messages to the public, particularly at-risk populations, about heat impacts on human health. The study draws on existing literature as well as primary research to help understand how people perceive heat and to identify best practices for communicating with the public to encourage appropriate preparation for extreme heat. The study is intended primarily for use by NWS leadership and its Public Weather Services Program, although NWS plans to share the findings with partner federal agencies involved in the National Integrated Heat Health Information System (NIHHIS) to inform interagency communication efforts.

As noted in the study, the National Weather Service (NWS) established a priority to improve services for historically underserved and overburdened communities, as defined in Executive Order 13985, who experience a higher risk of negative health impacts from extreme heat. This priority sits within the context of heat events that are worsening with a warming climate, and a need to pair improved monitoring and forecasting tools with strategies informed by social and behavioral science that help align risk perceptions with actual risk and inform people about how to protect themselves.

The study’s methods included a literature review, a survey of over 1000 respondents, and focus groups with 40 experts from different sectors. The study authors organized literature review findings into seven themes, reflecting the importance of consistent communication from local weather offices, culturally appropriate messaging, direct messaging regarding heat-health outcomes, partnership with trusted intermediaries that can help bolster awareness of heat risk, and more. The national survey yielded 10 findings, including: broad awareness of heat events but lagging awareness of heat risk factors; racial disparities in readiness and needs for heat events; differing perceptions of preparedness depending on age of household members; the effect of income on actions taken to prepare for heat events; the effectiveness of direct messaging; and more. From the focus groups, the authors organized findings into five themes, such as the need to emphasize heat safety actions and use multiple messaging methods in underserved communities, and the importance of partnering with trusted intermediary organizations and stakeholder groups and using effective communication methods and hyperlocal messaging. 

Based on the study findings, the authors conclude with recommendations for how NWS could enhance its extreme-heat behavioral health communication. Recommendations for NWS messaging include using clear language and visuals, focusing messaging on actionable interventions rather than mortality and morbidity, and implementing geofencing for heat forecasts and messaging that can be universally applied and publicly available. In terms of audiences that NWS should target, the study recommends developing messages tailored for intermediaries and for specific populations (crafted in partnership with other agencies), and using multilingual and cultural messages. The study also contains recommendations on when and how NWS should deliver extreme heat messages. The study concludes with recommendations for future research on this topic.

The study began in late 2022 and was led by a consultant team of Climate Resilience Consulting and Abt Global. It was commissioned by the National Oceanic and Atmospheric Administration’s National Weather Service.

Publication Date: March 1, 2024

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  • Assessment
  • Communication
  • Education/training materials
  • Policy analysis/recommendations

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