CCA Work and Careers Pod

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.