EC1 2.a - Influencers and social tipping points

This section report focuses on influencers - those people who are making an impact on public opinion concerning climate change. The analysis measures how much prominent influencers are considered to be effective in shaping opinion in Canada, England and the USA, and how much they are thought to be wrong-thinking and/or annoying. Additionally, the study measures the influence of organizations and word-of-mouth on public perception of climate change. 

• How well regarded, or not, are specific public figures - politicians, celebrities, journalists or scientists - for their opinions about climate change?
• Would Al Gore be an appropriate opinion leader for your low-carbon media campaign?
• Which are the leading campaigning organisations for influencing people about climate change?
• How much do people talk to their peer groups about climate change?
• What is the influence of various climate change opinion leaders on specific demographic groups; and 'Climate Citizens', 'Mild Greens' and 'Sceptics & Uninvolveds'?
• 'Monitor the discussion points - and take account of them in your media plans', article for Sustainable Business magazine based on this data, October 2010

Quotes:

"In Canada, the David Suzuki Foundation has managed the delicate task of reaching a very high level of recognition for their work on climate change (by 53% of Canadians), with relatively few (5%) being critical of its stance."

"Internationally, Greenpeace is the organization which is most recognised as being active in climate change: by 53% of Canadians, 62% of English people and 36% of Americans ... Yet this high-level of recognition does not always imply approval! A significant minority think that Greenpeace 'wrong-thinking' or 'annoying' for its stance/actions on climate change."

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View the Introduction & Contents pages for this section report.

CONTENTS; 90 pages