Polar bears, and the importance of profiling

Polar bears have become an iconic image for how some people think about climate change.

Indeed, there is currently a sculpture in Montreal of a melting polar bear, as part of a campaign to raise awareness of climate change. As described by the website:

"The polar bear is a symbol of the threats posed to the Arctic ecosystem by climate change. Due to global warming, the Arctic fauna and flora, as well as the life and culture of Inuit communities, are in danger of disappearing.

The "Polar Bears on Thin Ice" campaign aims to raise the Canadian public's awareness of the urgency of climate change. The purpose of this activity is to remind us of the threats to Northern populations, polar bears and all humanity."

At Haddock Research, our profiling work indicates that such a campaign will mainly connect with those already concerned about climate change. One of our adverts considers this issue, and more information is available on our 'Analysis Not Assumptions' blog.