In brief, the research shows that the many other benefits that co-benefits of natural climate solutions bring about are more intuitive, immediate, and popular than climate mitigation itself: when advocating for specific projects, communications should focus on water quality, public health, disaster prevention, and quality of life whenever we talk about nature as a climate solution. At the same time, among a range of policies for mitigation of or adaptation to climate change, NCS is perhaps the most broadly and strongly popular, with an appeal that cuts across demographic and partisan lines in a way that many other policies do not. People find the concept of natural climate solutions intuitive and appealing. The introduction of the idea is, of course, hugely important: drawing on people’s existing associations and understandings makes the work of pitching NCS more effective and efficient.
