Nano-targeting or mass appeal, what makes persuasive climate communications?

New tools are making it feasible to target individuals with tailored communications at scale. Miriam Sorace, Thomas Robinson, Simon Hix and Joris Frese, in exploring the persuasiveness of these nano-targeting tools, apply them to the field of climate communications and find that, while they may not be effective at building support for climate action, they can dissuade and polarise. They also find more conventional mass appeals comfortably beat nano-targeted messaging and can increase support for climate policies from sizable pluralities to clear majorities.