Environmentalists are typically passionate about nature and are its main defenders; yet when they communicate their wonder of ‘beautiful nature’ to others, this idea connects much more with ‘Climate Citizens’ than with ‘Sceptics & Uninvolved’.
About
In late-September/early-October 2008, Haddock Research conducted a wide-ranging public opinion survey about how the public think, feel and act towards climate change. This included an investigation into the power of 6 branding concepts used within 'green marketing', which were about:
- Beautiful nature
- Positive human relationships
- Empowering technical low-carbon solutions
- Guilt-free luxury
- Zen-like simplicity
- Anti-consumerism
The study was run amongst nationally representative samples of over 1,000 people per country in Canada, England and the USA.
Key Findings
There is a striking difference in how powerful the “beautiful earth” idea is perceived to be according to the 3-fold climate segmentation developed within this Environmental Choices study. Climate Citizens tend to find this image very powerful, whereas Sceptics & Uninvolved are much less engaged with it, particularly those from the USA. The “empowering technical low-carbon solutions” idea has much broader appeal.
You can download the full press release in the PDF attachment at the bottom of this page.
Data for this press release comes from Environmental Choices Wave 1, Section report 3.h, The branding of climate change. A free summary is available in a file called Haddock EC_W10809 Free Summary 3h Branding.pdf. For more details about the section report, and to purchase, please use this link.
| Attachment | Size |
|---|---|
| 09 Apr 28 Haddock branding press release.pdf | 1.14 MB |
