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Saving Energy Is a Value Shared by All Americans: Results of a Global Warming Audience Segmentation Analysis

Maibach E, Roser-Renouf C, Akerlof K, Leiserowitz A, Nisbet M. (2010). Saving Energy Is a Value Shared by All Americans: Results of a Global Warming Audience Segmentation Analysis. In K. Erhardt-Martinez & J. Laitner (eds) People-Centered Initiatives for Increasing Energy Savings. Washington, DC: American Council for an Energy Efficient Economy.

In this chapter we will provide evidence that President Obama has it right: despite political differences about global warming, most Americans are indeed willing to participate in a national effort to transform the way we use energy. Even many of the relatively small proportion of Americans who don’t believe in global warming – or are otherwise unconcerned about it – believe that our country needlessly uses and wastes energy in unhelpful ways. A vast majority of Americans are eager to reduce their own energy use, and they support a range of policies to reduce the nation’s energy use.

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