A while back, our research teams categorized Americans into six distinct groups: Global Warming’s Six Americas
The proportion identified as Alarmed has more than doubled in the past five years.
Are there subsegments WITHIN the Alarmed? Highlights from our new study… 1/x
We segmented the Alarmed based on their reported political and consumer behaviors, their willingness to perform a variety of activism behaviors, and discussion with close others.
We identified three subsegments: the Active, Willing, and Inactive
2/x
The Active are most likely to say they’re already participating in a campaign to convince elected officials to take action, but still few overall.
Majority of the Willing say they would join a campaign, whereas the Inactive are likely to say they’re unsure if they would.
3/x
The Active and the Willing both report high levels of willingness to take a variety of actions, but the Active are far more likely to say they “definitely“ would.
The Inactive are much more likely to say they don’t know if they would.
4/x
The segments differ in a variety of other ways as well. E.g., the Active are more likely than the other segments to say they are “very“ angry, disgusted, or outraged when they think about global warming.
5/x
We hope this work helps improve the climate community’s ability to organize, identify, and convince the climate Alarmed in the US to take action.
Lot more work to do!
6/x
Find more detail on our website: climatecommunication.yale.edu/publications/s…
7/x
Big thanks to our team @w_xinran @JMarlonPhD @jenpcarman @karinlacroix @jekotcher @MethodsMaven @MaibachEd @ecotone2 @YaleClimateComm @Mason4C 🙏🏻
And thank you @KHayhoe and many others who have been pushing us to explore this idea. We learn so much from you 🙏🏻
Interested to hear your thoughts!
/end
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