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.
