Global Warming's Six Americas 2009: An Audience Segmentation Analysis

Abstract

This report discusses six different categories of audience reaction to the possibility and existence of climate change. The audience types are labeled as: Alarmed, Concerned, Cautious, Disengaged, Doubtful, and Dismissive. The audience types were surveyed as to their climate change beliefs, risk perception, values, attitudes, policy preferences, motivations, and barriers to action. Each audience, and their reaction to climate change, is described in the report. Attitudes, behavior, and demographics of each group are also presented, as are the results of the survey on all variables for which information was obtained.