CCA Work and Careers Pod: September meeting

In this meeting we’ll continue our discussion about climate communications, this time in the context of client segmentation.

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.