The Yale Project on Climate Change teamed with the George Mason University Center for Climate Change Communication on an in-depth survey and report titled, Global Warming’s Six Americas. The document outlines six different camps of thought on global climate change: alarmed, concerned, cautious, disengaged, doubtful and dismissive. There’s some good demographic analysis here about these different groups, along with an outline of their beliefs and intended actions.
One of the first rules of effective communication is to “know thy audience.” Climate change public communication and engagement efforts must start with the fundamental recognition that people are different and have different psychological, cultural, and political reasons for acting – or not acting – to reduce greenhouse gas emissions.
