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Associate Professor Joris Demmers (Amsterdam Business School Marketing section) was recently awarded a Dutch Science Council (NWO) XS grant of €50,000 for his latest research project. The funding comes from the Social Sciences and Humanities (SSH) domain of the Dutch Research Council (NWO).
Dr Joris Demmers
Dr Joris Demmers

The project addresses a timely and complex issue: the role of technological optimism in climate policy. Technological optimism—the belief that technology can help solve major global challenges—can inspire hope and encourage sustainable behaviour. However, there is also a risk: too much faith in technological solutions may lead to passivity and delayed action.

Demmers investigates whether optimism about technological progress actually encourages sustainable behaviour, or whether it gets in the way. His aim is to identify the 'optimal level' of optimism: enough to motivate people, but without losing the sense of urgency.

Fast and meaningful climate action

The project includes 2 studies conducted across the 18 largest economies in the world. The findings will offer valuable insights for policymakers and organisations seeking to understand how—and when—optimism can effectively contribute to fast and meaningful climate action. Demmers' research helps refine the balance between hope and responsibility in the global energy transition.