Search below for resources covering the intersection of climate engagement, social science and data analytics.
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This resource looks at where Black audiences are when they are online and how they act when they get there. This goes beyond reliance on polls and surveys to create a more complete picture of the culture people are consuming, creating and being inspired by. Key takeaways include the identification of five distinct Black audiences: Strivers, Planners, Learners, Gamers, and Bootstrapers, along with the most popular platforms (Google and YouTube) and the fact that most Black people are getting COVID news from mainstream and left-leaning outlets on their desktops.
Different parts of the country see various kinds of extreme weather as most concerning, perceptions which are largely in line with actual major disasters that have occurred in those regions. This report provides concern profiles for the 18 largest states, drawing on survey data from 2018 and 2019. Over half of Americans see such extreme weather events posting a high or moderate risk to their community in the coming decade, and two thirds see a climate link to US weather (though only a third think climate affects our weather "a lot").
This research illuminates ways to build authentic and effective connections with outdoor enthusiasts around climate change. Though outdoor enthusiasts highly value natural areas for recreation, their temperaments are not immediately conducive to advocacy. Nonetheless, athletes are trusted lifestyle messengers, and a “motivation map” of decision-making pathways related to climate change activism points the way to one simple framing message that works across the board.
Social science, field research, and polling suggest seven tried and true climate change communication approaches:
- When to use "Global Warming" vs. "Climate Change"
- How to identify and find your right audience
- The inoculation approach to prepare your supporters for opposition messaging
- Why and how to emphasize scientific consensus
- The importance of peer pressure
- The careful balance between hope & threats
- The value of framing climate in terms of health
Information alone rarely empowers people to make changes in their lives. Information empowers when social and emotional factors induce people to reinterpret that information, and act on it. Key principles for applying theses insights to education, outreach, and advocacy work include:
Key findings from a nationally representative survey of 2,054 English and Spanish-speaking Latinos include: 84% of Latinos think global warming is happening and 70% understand it is mostly human caused. 78% are worried about global warming, with 35% "very worried". Latinos want corporations and industry (77%), citizens themselves (74%), President Trump (74%), and the U.S. Congress (73%) to do more to address global warming.
Summary of climate change research recommends to: Tell a story rather than reciting facts -- and tailor that story to your audience; Focus on solutions and how we will be remembered in the future; Engage youth; and (most importantly) to "just talk about it." What to avoid: Don't try to scare people; Don't rely on stock photos; and Don't get discouraged that you can't reach everyone.
Guide features visual communication recommendations based on audience research and tips for testing images on your campaign. Five takeaways include: Use images your audience can recognize as local; Include elements that help your viewers relate personally -- like homes, activities, or people; With online action appeals or ads to new audiences, be careful of images that spark interests unrelated to your ask; Accompanying text can create impact, but the image comes first; and Juxtaposition can be effective.