From ivory towers to global impact: how psychology can tackle world challenges

When I started my career, most of my research focused on linguistic puzzles, abstract decision-making processes, and individual differences feeding into those processes. This is the kind of psychology I was taught: abstract facts and theories, whose relevance to my daily life was not always obvious.

I was one of those researchers locked in their ivory tower immersed in 'blue sky' research. However, in 2013, everything changed. I had a daughter and I no longer found the same meaning in my research. How could I spend my time researching theoretical issues, when I knew there was more out there (including my own daughter!). How could I spend my time on theoretical issues when there were real-world problems that needed attention?

Since then, I have moved to work in the Department of Psychology at the University of Essex and have shifted my research focus to societal challenges like discrimination and climate change.

Studying the psychology of global challenges

In 2023, the Department introduced the module Psychology of Global Challenges to second-year students, in line with our mission to promote a more societally relevant approach to psychology. I believe that the desire to make a difference resonates with students' aspirations.

Beyond the social justice aspect, there is also a strong personal development case: the skills we teach in the module (and the course in general) are exactly what employers look for in graduates these days:

• critical thinking
• literature analysis
• evidence-based problem-solving

Let's explore one global challenge that is particularly current and that we tackle in the module.

The psychology of fake news

The spread of misinformation, which the World Economic Forum ranked as the top threat in 2025. Misinformation ranked higher than armed conflict, climate change, and the erosion of human rights: an unexpected yet logical conclusion. It exacerbates many of these issues:

• fuelling wars (such as Russia's invasion of Ukraine)
• swaying political elections (e.g. Brexit)
• eroding trust in institutions that hold society together

Effect on public health

Misinformation, especially in the context of health, can have devastating effects on public health. During the COVID-19 pandemic, for example, false information about vaccine safety and efficacy spread rapidly across social media platforms, contributing to vaccine hesitancy and refusal. This issue is not just about the false information itself, but about why people believe and spread these myths.

How psychology can combat it

The belief in conspiracy theories, particularly those about vaccines, can be linked to certain psychological traits. Conspiracy believers often show lower trust in authorities and are more likely to adopt an intuitive, rather than analytical, way of thinking (Juanchich, M., Sirota, M., Jolles, D. & Whiley, A. L., 2021). This intuitive approach makes them more susceptible to believing in simplistic explanations for complex issues, such as the idea that a global conspiracy is behind a vaccine rollout, rather than trusting the scientific evidence that supports it.

A key psychological factor in combating misinformation is trust. How individuals perceive the trustworthiness of the source of information can greatly influence their willingness to accept or reject it.

During the COVID-19 pandemic, health workers played a crucial role in delivering vaccine-related information. My Essex research shows that the framing of vaccine risk information matters:

• If a trustworthy medical professional frames the risk of vaccine side effects positively (e.g. stating that side effects are unlikely), this increases people's intention to get vaccinated.
• If the information comes from an untrustworthy source, even the best framing can backfire (Juanchich, M., Sirota, M. & Holford, D. L., 2023).

This finding highlights the importance of building trust in health communication. In fact, research has shown that vaccine invitations from "warm and competent" medical professionals - those perceived as both approachable and knowledgeable - boost trust and vaccination intention, particularly among ethnic minority groups who are more often exposed to misinformation (Juanchich, M. et al., 2024). These insights into how trust can be nurtured through communication are important for addressing vaccine hesitancy and ensuring that health messages have the intended impact.

Empowering students

Our psychology courses empower students to explore these psychological mechanisms in depth. Through engaging lectures and coursework, you will gain the skills needed to address real-world challenges like misinformation and contribute to solving global (health) issues.

If you're passionate about using psychology to make a difference in the world, a psychology degree from Essex offers the ideal foundation to build a meaningful career.