SEGMENTATION STUDIES

Since "the public" is not one entity that shares a singular worldview, these resources explore how different segments relate to climate change causes, impacts and advocacy.

 

 

Collection Resources

The Climate Outreach and Information Network (COIN) conducted a series of narrative workshops to explore strategies for developing framing approaches that engage young people in the UK on climate change.

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Just as there's no one correct way to fix climate change, there's also no one correct way to talk to people about climate change. 

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A colorful and informative infographic that identifies the seven needs-based segments among Americans who support a social cause, and differentiates between them.

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An update of Global Warming's Six Americas that focuses on how the segments perceive the benefits and costs of reducing fossil fuel use, support for climate and energy policy, and beliefs about decision-making.

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A national segmentation study on American social values that identifies barriers to environmental engagement and offers communications approaches to mobilize support for environmental protection.

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