Understanding the diverse unmet emotional needs caused by climate change
Our Environmental Choices™ survey data shows just how divided society has become with regard to climate change. This is true of each of the countries we have studied so far - Canada, England and the USA.
To understand better the differing reactions of society we have produced a 3-way attitudinal segmentation of society, based on their reactions to a set of 5 questions. These segments of 'Climate Citizens', 'Mild Greens' and 'Sceptics & Uninvolveds' have proved to be highly robust in understanding the different types of choices that people make and their reactions to low-carbon propositions and products.
Climate change has brought about quite different unmet emotional needs with each of these segments - and any low-carbon marketing strategy should take this into account. ‘Climate Citizens’ tend to be made unhappy, nervous and/or worried when thinking about climate change. In contrast, ‘Sceptics and Uninvolveds’ tend to become angry, bored and/or annoyed when prompted to think about it.
Please contact us to discuss how our attitudinal segmentation can help you devise an impactful marketing approach for your low-carbon proposition or products.
(For more information please download a free summary of Attitudes (towards Climate Change), or see how the segments have differed in their reactions to any of the subject matters addressed in the other Environmental Choices section reports.)
