Driving Cultural Change to Confront Climate Change

Pledgeball is on a mission to ignite the cultural transformation essential for addressing the climate crisis. Research shows that when just 25% of a population embraces a new social norm, it can catalyze a widespread cultural shift—one where values like sustainability, community, and long-term wellbeing become deeply embedded in everyday life.

Despite the fact that over 80% of people express concern about climate change, many feel paralyzed by the scale of the issue. This sense of helplessness is often compounded by the belief that others care less or aren’t willing to act. But the truth is: individual actions matter. Whether it’s the choices we make at home, the conversations we spark at work or with friends, or the way we shop, travel, and vote—each decision contributes to a ripple effect that can reshape societal norms.

This is where Pledgeball steps in
We empower individuals to take meaningful action, and we foster a sense of collective momentum. By encouraging people to make pledges— commitments that reduce their environmental impact—we help transform passive concern into active participation.

Quote “It made me feel part of a global movement I think, part of a global course….It makes you feel part of a community I guess as well.” Interviewee

Quote “I’m always thinking of how much the pledges I’ve made save. It’s that kind of being conscious of it a lot more…. It raises awareness all the time because it’s at the forefront of our thinking.” Interviewee

Measuring Impact with Academic Rigor

We don’t just hope we’re making a difference—we measure it. From the outset, Pledgeball has collaborated with academic experts to ensure our approach is evidence-based and continually refined. Our impact assessment is overseen by Dr. Mark Doidge, a trustee and leading researcher in sport and sustainability at Loughborough University. We also work in partnership with the Centre for Climate Change and Social Transformation (CAST), a globally recognized hub for research into climate action and societal change.

Together, we’re proving that when people are supported to act—and when they see others doing the same—a cultural shift isn’t just possible. It’s already underway.

What has the research found?

To date, Pledgeball has had four pieces of academic research carried out assessing its impact. The key findings are as follows. Through pledging via Pledgeball individuals:

• Gain a raised consciousness of their actions, realising the potential impact they can have through adopting more sustainable behaviours.
• Realise that others care about climate change as well, increasing individual sense of efficacy 
• Spark conversation about climate change amongst trusted peers

What else is Pledgeball doing?

We are also worked to accelerate climate action and systemic change more widely:

• We launched the Sustainable Travel Charter, which reduces the number of domestic flights happening within english football, to which 14 EFL clubs have signed up to date.
• Together with Bristol City, Blackburn Rovers and Millwall, we have established a network of board level personnel within the EFL focusing specifically on environmental sustainability.
• We work with governing bodies and government to accelerate climate action and identify ways of doing this

We also work with university masters students to further increase our understanding, and share this publicly. Keep an eye on our News section to view the work that has been done to date.

Are you a university or a student wishing to dissertation project or thesis with us? Get in touch.

Image left. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin sed orci ultrices, placerat magna sed, tincidunt magna. Vestibulum ornare, tellus scelerisque consequat viverra, libero nibh consectetur est, ac volutpat orci eros sed orci. Suspendisse vel est nisl. Aenean nibh leo, gravida eu finibus non, elementum et sapien. Duis eget sapien sed dolor aliquam euismod. Quisque euismod nulla vitae tellus ullamcorper mattis. Orci varius natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Cras at diam vitae lorem molestie blandit. Praesent cursus ac ante at tristique. Nulla ac molestie turpis, at ullamcorper mi. Donec quam quam, ultrices maximus ultrices vel, fermentum vel quam. Etiam ac lacus at sapien dignissim consectetur.

Image right. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin sed orci ultrices, placerat magna sed, tincidunt magna. Vestibulum ornare, tellus scelerisque consequat viverra, libero nibh consectetur est, ac volutpat orci eros sed orci. Suspendisse vel est nisl. Aenean nibh leo, gravida eu finibus non, elementum et sapien. Duis eget sapien sed dolor aliquam euismod. Quisque euismod nulla vitae tellus ullamcorper mattis. Orci varius natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Cras at diam vitae lorem molestie blandit. Praesent cursus ac ante at tristique. Nulla ac molestie turpis, at ullamcorper mi. Donec quam quam, ultrices maximus ultrices vel, fermentum vel quam. Etiam ac lacus at sapien dignissim consectetur.

Image center. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin sed orci ultrices, placerat magna sed, tincidunt magna. Vestibulum ornare, tellus scelerisque consequat viverra, libero nibh consectetur est, ac volutpat orci eros sed orci. Suspendisse vel est nisl. Aenean nibh leo, gravida eu finibus non, elementum et sapien. Duis eget sapien sed dolor aliquam euismod. Quisque euismod nulla vitae tellus ullamcorper mattis.

No image align.

Orci varius natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Cras at diam vitae lorem molestie blandit. Praesent cursus ac ante at tristique. Nulla ac molestie turpis, at ullamcorper mi. Donec quam quam, ultrices maximus ultrices vel, fermentum vel quam. Etiam ac lacus at sapien dignissim consectetur.