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Advocates for pressing new measures on sustainability in order to curb the potential threat of climate change have often claimed that their opposition was mired in a lack of understanding of the science behind global warming. The thought was that a lack of science literacy could explain the steadfast divide in the United States between believers and deniers. According to a recently published study by Yale Research, however, the “You just don’t get it!” argument doesn’t pan out. The research reveals that allegiance to cultural identity carries more weight than the science-based lobby of climatologists, suggesting that progress in sustainability will need a message that resonates with cultural groups in different ways.