This manual was developed to assist interested parties in using the Global Warming’s Six Americas audience segmentation typology. The segmentation typology is fully described in Maibach, Leiserowitz, Roser-Renouf, & Mertz (2011)....Six Americas
The understanding that global climate change represents a profound threat to the health and well-being of human and nonhuman species worldwide is growing. This article examines the potential of communication and marketing interventions to...Energy Use / Conservation Health Policy Support Risk Communication Six Americas
Nearly 40 percent of American adults are in the two groups most concerned about climate change – the Alarmed and the Concerned – while 25 percent of Americans are in the two groups least concerned about the issue – the Dismissive and Doubtful.Attitudes & Beliefs Citizen Behavior Energy Use / Conservation Policy Support Risk Perceptions Six Americas Trust Values & Religion
Identifying like-minded audiences for climate change public engagement campaigns: An audience segmentation analysis and tool development
In Fall 2008, we conducted a nationally representative survey of American adults (n = 2,164) to identify audience segments for global warming public engagement campaigns. By subjecting multiple measures of global warming beliefs, behaviors, policy...Attitudes & Beliefs Citizen Behavior Policy Support Risk Perceptions Six Americas
This report draws from a national study conducted in 2010 on what Americans understand about how the climate system works, and the causes, impacts, and potential solutions to global warming. This report then examines climate literacy across Global Warming's Six Americas.
Overall, knowledge about climate change varies widely across the Six Americas - 49 percent of the Alarmed received a passing grade (A, B, or C), compared to 33 percent of the Concerned, 16 percent of the Cautious, 17 percent of the Doubtful, 4 percent of the Dismissive, and 5 percent of the Disengaged. In general, the Alarmed and the Concerned better understand how the climate system works and the causes, consequences, and solutions to climate change than the Disengaged, the Doubtful and the Dismissive.
These and other results within the report demonstrate that most Americans both need and desire more information about climate change. While information alone is not sufficient to engage the public in the issue, it is often a necessary precursor of effective action.Attitudes & Beliefs Knowledge / Climate Literacy Six Americas
Education and communication are among the most powerful tools the nation has to bring hidden hazards to public attention, understanding, and action. Citizens, governments, and the private sector cannot factor climate change into their decisions...Attitudes & Beliefs Citizen Behavior Knowledge / Climate Literacy Policy Support Politics / Elections Risk Communication Six Americas
This report extends and updates an ongoing program of research analyzing Americans’ interpretations of and responses to climate change. This research segments the American public into six audiences that range along a spectrum of concern and issue engagement from the Alarmed, who are convinced of the reality and danger of climate change, and who are highly supportive of personal and political actions to mitigate the threat, to the Dismissive, who are equally convinced that climate change is not occurring and that no response should be made.Attitudes & Beliefs Citizen Behavior Consumer Behavior Energy Use / Conservation Policy Support Risk Perceptions Six Americas Trust Values & Religion
In 2009 we identified six distinct “Americas” when it comes to the issue of global warming. One year later, we are releasing a report on the status of these six key audiences. We have found that one of these groups: the “Dismissive” – who believe global warming is not happening…Attitudes & Beliefs Citizen Behavior Consumer Behavior Energy Use / Conservation Policy Support Risk Perceptions Six Americas Trust Values & Religion