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CCA Work and Careers Pod: January Meeting

#1 · Dec 23, 2023, 5:35 pm

Jan 16, 2024 06:00 PM GMT : All welcome

https://us06web.zoom.us/meeting/register/tZYqcuiorz0pE9GqTRLuXqpe2QI6vLcCmV7K

In this meeting we’ll continue our discussion about climate communications in the context of client segmentation. We started this discussion in September but were so engrossed with initial ideas that we didn’t have time to workshop them.

To recap, Yale Climate Communications identifies “six Americas” in the context of attitudes toward climate: Alarmed (26%), Concerned (27%), Cautious (17%), Disengaged (7%), Doubtful (11%) and Dismissive (11%). This is an interesting start, but it doesn’t tell us much about the quality of feeling: for example, a Doomer or a Utopian could both be classified as Alarmed, but the messaging they require is quite different.

In this meeting, we’ll explore how we might segment clients (or create a list of what we might call “climate archetypes”) in order to better tailor our messaging to meet their specific needs.

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Last updated: August 2023