{"query_echo":{"q":"","filters":{"analysis_type":["audience segmentation"]},"warnings":[]},"total":{"value":10,"relation":"eq"},"page":1,"page_size":20,"self":"https://climateinsightsdirectory.org/api/v1/search?analysis_type=audience+segmentation","stability":"beta","ai_marking":{"digital_source_type":{"uri":"http://cv.iptc.org/newscodes/digitalsourcetype/trainedAlgorithmicMedia","name":"Created using Generative AI"},"notice":"Summary and key insights are generated using artificial intelligence."},"results":[{"id":"commyale-000131","url":"https://climateinsightsdirectory.org/document/commyale-000131","title":"Top News Sources","publisher":{"name":"Yale Program on Climate Change Communication","organization":"yale-program-on-climate-change-communication"},"document_type":"briefing","language":"en","date_published":"2025-10-09","source_url":"https://climatecommunication.yale.edu/publications/top-news-sources/","generator":"Climate Insights Directory","generated_fields":["summary","key_insights","climate_tags","analysis_type"],"summary":{"text":"Between March 2021 and May 2025, Americans increasingly shifted their primary news consumption from traditional TV to online sources, particularly social media. This trend is most pronounced among the 'Concerned' and 'Alarmed' segments of the public, raising concerns about the spread of climate misinformation on platforms with less regulatory oversight.","ai_generated":true,"unit":"commyale-000131#summary","date_modified":"2026-10-23"},"key_insights":[{"text":"As of May 2025, social media is the most important news source for Americans, cited by 19% of respondents, representing a 7 percentage point increase since March 2021. Conversely, local TV news saw a 4 point decrease, with 18% of Americans identifying it as their most important source in 2025.","ai_generated":true,"unit":"commyale-000131#insight-1","date_modified":"2026-10-23"},{"text":"The 'Concerned' segment experienced the most significant shift in news consumption; the proportion identifying social media as their top source rose from 11% in 2021 to 21% in 2025, while those prioritizing local TV news dropped from 26% to 16% over the same period.","ai_generated":true,"unit":"commyale-000131#insight-2","date_modified":"2026-10-23"},{"text":"The shift toward social media is particularly challenging for climate communication because online misinformation is evolving from denying climate change exists to claiming that climate solutions are ineffective, targeting the 'Alarmed' and 'Concerned' groups who are most interested in these topics.","ai_generated":true,"unit":"commyale-000131#insight-3","date_modified":"2026-10-23"},{"text":"Social media platforms are identified as more vulnerable to misinformation than traditional media due to a lack of regulatory and legal accountability, a problem exacerbated by the emergence of generative AI.","ai_generated":true,"unit":"commyale-000131#insight-4","date_modified":"2026-10-23"}],"climate_tags":["climate change communication","climate change disinformation"],"geography_discussed":[],"frame_perspective":[],"analysis_type":["public opinion survey","audience segmentation"]},{"id":"commgmu-000054","url":"https://climateinsightsdirectory.org/document/commgmu-000054","title":"Top News Sources for Global Warming’s Six Americas, 2021 to 2025","publisher":{"name":"Center for Climate Change Communication","organization":"center-for-climate-change-communication"},"document_type":"briefing","language":"en","date_published":"2025-09-09","source_url":"https://climatecommunication.gmu.edu/all/top-news-sources-for-global-warmings-six-americas-2021-to-2025/","generator":"Climate Insights Directory","generated_fields":["summary","key_insights","climate_tags","analysis_type"],"summary":{"text":"Between March 2021 and May 2025, Americans increasingly shifted their primary news consumption from traditional TV toward online sources, particularly social media. This trend was most pronounced among the 'Concerned' and 'Alarmed' segments of the Six Americas framework. The report highlights the risk of climate misinformation on social media, noting a shift from denying climate change to denying the effectiveness of climate solutions.","ai_generated":true,"unit":"commgmu-000054#summary","date_modified":"2026-10-23"},"key_insights":[{"text":"As of May 2025, social media is the most important news source for Americans, used by 19% of the population, representing a 7 percentage point increase since March 2021. Conversely, local TV news saw a 4 point decrease, with 18% of Americans identifying it as their top source in 2025.","ai_generated":true,"unit":"commgmu-000054#insight-1","date_modified":"2026-10-23"},{"text":"The 'Concerned' segment experienced the most significant shift in news consumption between 2021 and 2025: social media use as a primary source rose from 11% to 21%, while reliance on local TV news dropped from 26% to 16%.","ai_generated":true,"unit":"commgmu-000054#insight-2","date_modified":"2026-10-23"},{"text":"In May 2025, the primary news sources for other Six Americas segments were: news websites or apps for the Alarmed (23%), local TV news for the Cautious (24%), and social media for both the Doubtful (22%) and the Dismissive (23%).","ai_generated":true,"unit":"commgmu-000054#insight-3","date_modified":"2026-10-23"},{"text":"The shift toward social media increases vulnerability to climate misinformation, which is evolving from outright denial of climate change to challenging the effectiveness of climate solutions—a tactic specifically targeting the 'Alarmed' and 'Concerned' groups.","ai_generated":true,"unit":"commgmu-000054#insight-4","date_modified":"2026-10-23"}],"climate_tags":["climate change communication","climate change disinformation"],"geography_discussed":[],"frame_perspective":[],"analysis_type":["public opinion survey","audience segmentation"]},{"id":"commyale-000011","url":"https://climateinsightsdirectory.org/document/commyale-000011","title":"Six Audiences Around the World","publisher":{"name":"Yale Program on Climate Change Communication","organization":"yale-program-on-climate-change-communication"},"document_type":"report","language":"en","date_published":"2024-07-23","source_url":"https://climatecommunication.yale.edu/publications/six-audiences-around-the-world/","generator":"Climate Insights Directory","generated_fields":["summary","key_insights","climate_tags","geography_discussed","analysis_type"],"summary":{"text":"The report identifies six distinct climate audiences—Alarmed, Concerned, Cautious, Disengaged, Doubtful, and Dismissive—across a global survey of 139,136 Facebook users. It finds that the 'Alarmed' group is the largest in approximately 77% of the surveyed areas, with the highest concentrations in Puerto Rico and other Latin American countries. Conversely, the 'Doubtful' and 'Dismissive' groups are most prevalent in the Netherlands, Norway, and Libya. The analysis highlights a correlation between lower per-capita emissions and income and higher levels of climate alarm, while noting that the United States has a lower proportion of 'Alarmed' respondents compared to other top carbon-emitting nations.","ai_generated":true,"unit":"commyale-000011#summary","date_modified":"2026-10-23"},"key_insights":[{"text":"The 'Alarmed' audience—those who believe climate change is an urgent, human-caused threat and support climate policies—is the largest group in 87 of the 110 surveyed areas. Puerto Rico has the highest global percentage of Alarmed respondents at 70%, followed by El Salvador (67%), Costa Rica (65%), Chile (64%), and Panama (64%).","ai_generated":true,"unit":"commyale-000011#insight-1","date_modified":"2026-10-23"},{"text":"The 'Doubtful' and 'Dismissive' audiences—those who deny climate change is happening or a threat—are most concentrated in the Netherlands (30%), Norway (27%), and Libya (25%).","ai_generated":true,"unit":"commyale-000011#insight-2","date_modified":"2026-10-23"},{"text":"Among the 15 nations with the largest annual shares of global carbon emissions (excluding China, Russia, and Iran), the United States has one of the lowest proportions of 'Alarmed' respondents at 32%, ranking fourth-smallest behind Australia (28%), Germany (26%), and Indonesia (25%). Mexico (62%), India (58%), and Brazil (57%) have the highest proportions of Alarmed respondents among top emitters.","ai_generated":true,"unit":"commyale-000011#insight-3","date_modified":"2026-10-23"},{"text":"There is a distinct relationship between economic/emission levels and climate attitudes: respondents in areas with low per-capita emissions and income are more likely to be Alarmed (45%) than those in high per-capita emissions and income areas (33%). Conversely, those in high per-capita emissions and income areas are more likely to be Doubtful or Dismissive (15%) compared to those in low-income/emissions areas (8%).","ai_generated":true,"unit":"commyale-000011#insight-4","date_modified":"2026-10-23"}],"climate_tags":["carbon dioxide emissions"],"geography_discussed":["Puerto Rico","El Salvador","Costa Rica","Chile","Panama","Czech Republic","Netherlands","United States","Norway","Libya","Mexico","India","Brazil","Australia","Germany","Indonesia","Cambodia","Nepal","New Zealand","Portugal","Nicaragua","Guatemala","Honduras","Dominican Republic","Haiti","Canada","Paraguay","Turkey","Yemen","Jordan","Malawi","Nigeria","Democratic Republic of the Congo"],"frame_perspective":[],"analysis_type":["cross-national survey","audience segmentation"]},{"id":"commyale-000121","url":"https://climateinsightsdirectory.org/document/commyale-000121","title":"Support for Climate Justice Across Global Warming’s Six Americas","publisher":{"name":"Yale Program on Climate Change Communication","organization":"yale-program-on-climate-change-communication"},"document_type":"briefing","language":"en","date_published":"2024-01-17","source_url":"https://climatecommunication.yale.edu/publications/support-for-climate-justice-across-global-warmings-six-americas/","generator":"Climate Insights Directory","generated_fields":["summary","key_insights","climate_tags","geography_discussed","analysis_type"],"summary":{"text":"The briefing analyzes U.S. public opinion on climate justice using the 'Six Americas' framework. It finds that while awareness of the term 'climate justice' is low (34%), support for its goals increases significantly after the concept is explained, particularly among the 'Alarmed' and 'Concerned' segments. These groups are most likely to recognize that global warming disproportionately harms lower-income people and people of color, and are more likely to vote for candidates supporting climate justice. Conversely, the 'Doubtful' and 'Dismissive' segments show minimal recognition of climate injustice and low support for its goals.","ai_generated":true,"unit":"commyale-000121#summary","date_modified":"2026-10-23"},"key_insights":[{"text":"Recognition of climate injustice varies significantly by audience segment; the 'Alarmed' and 'Concerned' groups are the most likely to believe global warming impacts people unequally. Specifically, 77% of the Alarmed and 61% of the Concerned believe global warming harms lower-income people more than wealthier people, compared to only 1% of the Dismissive. Regarding race, 61% of the Alarmed believe global warming harms people of color more than white people, and 64% believe a history of racist policies has increased this vulnerability.","ai_generated":true,"unit":"commyale-000121#insight-1","date_modified":"2026-10-23"},{"text":"There is a substantial gap between the general awareness of the term 'climate justice' and the support for its goals once defined. Only 34% of U.S. adults have heard of climate justice, but 53% support its goals after reading a definition. This trend is strongest among the Alarmed, where 88% support the goals despite only 49% having previously heard of the term.","ai_generated":true,"unit":"commyale-000121#insight-2","date_modified":"2026-10-23"},{"text":"Support for the political inclusion of harmed communities and for pro-climate justice candidates is highest among the Alarmed and Concerned. 73% of the Alarmed and 56% of the Concerned believe groups most harmed by global warming should play a key role in government decisions. In terms of voting, 43% of Americans overall are more likely to vote for a candidate supporting climate justice, with a +74 net likelihood among the Alarmed and +48 among the Concerned.","ai_generated":true,"unit":"commyale-000121#insight-3","date_modified":"2026-10-23"},{"text":"Recognition of gender-based climate injustice is very low across all segments. Only 13% of all Americans believe global warming harms women more than men, and only 30% of the Alarmed segment shares this view.","ai_generated":true,"unit":"commyale-000121#insight-4","date_modified":"2026-10-23"}],"climate_tags":["climate justice","climate change communication","environmental racism","Loss and Damage Fund"],"geography_discussed":["Canada"],"frame_perspective":[],"analysis_type":["public opinion survey","audience segmentation"]},{"id":"commyale-000255","url":"https://climateinsightsdirectory.org/document/commyale-000255","title":"Global Warming’s Four Indias, 2022: An Audience Segmentation Analysis","publisher":{"name":"Yale Program on Climate Change Communication","organization":"yale-program-on-climate-change-communication"},"document_type":"report","language":"en","date_published":"2023","source_url":"https://climatecommunication.yale.edu/app/uploads/2023/04/global-warmings-four-indias-2022b.pdf","generator":"Climate Insights Directory","generated_fields":["summary","key_insights","climate_tags","analysis_type"],"summary":{"text":"The report segments the Indian public into four groups: the Alarmed (54%), Concerned (29%), Cautious (11%), and Disengaged (7%). The Alarmed and Concerned are the most aware, worried, and supportive of climate policies, while the Disengaged show minimal engagement and awareness. The analysis also links these segments to demographic factors, showing that the Alarmed and Concerned generally have higher education and income levels.","ai_generated":true,"unit":"commyale-000255#summary","date_modified":"2026-10-23"},"key_insights":[{"text":"The Indian population is divided into four distinct global warming audiences: the Alarmed (54%), the Concerned (29%), the Cautious (11%), and the Disengaged (7%).","ai_generated":true,"unit":"commyale-000255#insight-1","date_modified":"2026-10-23"},{"text":"The Alarmed segment is the most convinced of the reality and human cause of global warming, with 92% believing it is happening and 70% attributing it to human activities.","ai_generated":true,"unit":"commyale-000255#insight-2","date_modified":"2026-10-23"},{"text":"Risk perception varies significantly by segment: 94% of the Alarmed are worried about global warming, compared to 86% of the Concerned, 41% of the Cautious, and only 20% of the Disengaged.","ai_generated":true,"unit":"commyale-000255#insight-3","date_modified":"2026-10-23"},{"text":"There is broad support for specific climate and energy policies among the Alarmed, Concerned, and Cautious, particularly for national programs to teach Indians about global warming and train people for renewable energy jobs.","ai_generated":true,"unit":"commyale-000255#insight-4","date_modified":"2026-10-23"},{"text":"The Alarmed are the most supportive of a transition to renewable energy and a reduction in fossil fuel use, with 68% favoring more renewable energy and 64% favoring fewer fossil fuels.","ai_generated":true,"unit":"commyale-000255#insight-5","date_modified":"2026-10-23"},{"text":"The Alarmed and Concerned are the most likely to engage with the issue, with 59% and 55% respectively hearing about global warming in the media at least once a month.","ai_generated":true,"unit":"commyale-000255#insight-6","date_modified":"2026-10-23"},{"text":"A majority of Indians across all four segments have observed changes in local rainfall over the last 10 years, though the Alarmed (78%) and Concerned (76%) report this more frequently than the Cautious (70%) and Disengaged (65%).","ai_generated":true,"unit":"commyale-000255#insight-7","date_modified":"2026-10-23"},{"text":"Many Indians face significant recovery challenges after extreme weather; majorities of the Alarmed (78%), Concerned (77%), and Cautious (65%) state it would take their household several months to several years to recover from a severe drought.","ai_generated":true,"unit":"commyale-000255#insight-8","date_modified":"2026-10-23"},{"text":"The Alarmed and Concerned segments generally have higher educational attainment and family income; 41% of the Alarmed and 29% of the Concerned have at least a higher secondary education.","ai_generated":true,"unit":"commyale-000255#insight-9","date_modified":"2026-10-23"},{"text":"The Disengaged segment is characterized by a much higher proportion of females (76%) and lower socioeconomic indicators, including the lowest average monthly income.","ai_generated":true,"unit":"commyale-000255#insight-10","date_modified":"2026-10-23"}],"climate_tags":["climate change","renewable energy","fossil fuel","greenhouse gas emissions","Paris Agreement","climate change communication","extreme weather event","climate change vulnerability","climate finance","climate change adaptation"],"geography_discussed":[],"frame_perspective":[],"analysis_type":["audience segmentation","public opinion survey"]},{"id":"ACTClim-000015","url":"https://climateinsightsdirectory.org/document/ACTClim-000015","title":"Audience Insights: Meet the Persuadables in the UK","publisher":{"name":"ACT Climate Labs","organization":"act-climate-labs"},"document_type":"guide","language":"en","date_published":"2022-09-08","source_url":"https://www.actclimatelabs.org/audience-insights-meet-the-persuadables-in-the-uk/","generator":"Climate Insights Directory","generated_fields":["summary","key_insights","climate_tags","geography_discussed","analysis_type"],"summary":{"text":"The document identifies 'The Persuadables' as 69% of the UK population who are neither climate activists nor deniers. Through qualitative research with urban residents in Newcastle, Black and South Asian communities in Birmingham, and rural dwellers in Yorkshire, the report finds that these groups often feel unrepresented by politics and distrust current climate spokespeople, whom they perceive as 'liberal elites' or 'snobs'. The research highlights that the cost of living crisis is a primary concern that overshadows climate change and suggests that trust is higher for messengers like farmers, union representatives, and specific media personalities such as Adam Henson.","ai_generated":true,"unit":"ACTClim-000015#summary","date_modified":"2026-10-23"},"key_insights":[{"text":"The 'Persuadables' constitute 69% of the UK population and are characterized as people who are undecided on climate issues and are neither climate activists nor climate deniers.","ai_generated":true,"unit":"ACTClim-000015#insight-1","date_modified":"2026-10-23"},{"text":"Persuadables feel a general sense of being unrepresented by political systems and societal decision-making, with inequalities in race, class, and region leaving them vulnerable to challenges like Brexit and the cost of living crisis.","ai_generated":true,"unit":"ACTClim-000015#insight-2","date_modified":"2026-10-23"},{"text":"Climate change is often secondary to immediate economic pressures; many research participants prioritized the cost of living crisis—specifically regarding job security, feeding families, and heating homes—over climate issues.","ai_generated":true,"unit":"ACTClim-000015#insight-3","date_modified":"2026-10-23"},{"text":"There is significant distrust toward traditional climate messengers, who are viewed as out-of-touch, privileged, or extreme. Conversely, trust is higher for farmers, union representatives, pro-climate Conservative MPs, and specifically Countryfile presenter Adam Henson.","ai_generated":true,"unit":"ACTClim-000015#insight-4","date_modified":"2026-10-23"},{"text":"Media consumption patterns vary by group: 'Urban Somewheres' may be overwhelmed by constant news, 'Rural Dwellers' often experience information overload and skepticism, and 'Multi-Ethnic Communities' are more likely to disengage from the media environment entirely.","ai_generated":true,"unit":"ACTClim-000015#insight-5","date_modified":"2026-10-23"}],"climate_tags":["climate change communication","climate change disinformation"],"geography_discussed":["Newcastle upon Tyne","Birmingham","Yorkshire"],"frame_perspective":[],"analysis_type":["qualitative research","cultural analysis","audience segmentation"]},{"id":"commyale-000242","url":"https://climateinsightsdirectory.org/document/commyale-000242","title":"Climate Change’s Four Irelands: An Audience Segmentation Analysis","publisher":{"name":"Yale Program on Climate Change Communication","organization":"yale-program-on-climate-change-communication"},"document_type":"report","language":"en","date_published":"2022","source_url":"https://climatecommunication.yale.edu/app/uploads/2014/10/EPA-Climate-Changes-Four-Irelands-Report-Wave-2-Report-2.pdf","generator":"Climate Insights Directory","generated_fields":["summary","key_insights","climate_tags","analysis_type"],"summary":{"text":"The report identifies four stable audience segments in Ireland: the Alarmed (34%), Concerned (48%), Cautious (14%), and Doubtful (4%). While belief that climate change is happening is high across all groups, significant differences exist regarding its causes, perceived urgency, and support for restrictive policies. A key finding is a widespread lack of climate literacy, with all segments underestimating the carbon impact of dietary choices and overestimating the impact of small actions like using reusable bags. Trust in scientists remains high across all groups, including the Doubtful.","ai_generated":true,"unit":"commyale-000242#summary","date_modified":"2026-10-23"},"key_insights":[{"text":"The Irish public is divided into four stable audience segments: the Alarmed (34%), Concerned (48%), Cautious (14%), and Doubtful (4%), with proportions remaining statistically consistent between the first and second waves of the study.","ai_generated":true,"unit":"commyale-000242#insight-1","date_modified":"2026-10-23"},{"text":"While a majority in every segment agree climate change is occurring, there is significant misunderstanding regarding its causes; only 53% of the total population correctly believe it is caused mostly by human activities, while 39% erroneously believe it is caused equally by human and natural factors.","ai_generated":true,"unit":"commyale-000242#insight-2","date_modified":"2026-10-23"},{"text":"The Alarmed and Concerned segments express the highest levels of worry and perceive climate change as an immediate threat, whereas the Cautious and Doubtful generally do not perceive it as a serious personal or community threat.","ai_generated":true,"unit":"commyale-000242#insight-3","date_modified":"2026-10-23"},{"text":"There is broad support for redistributive and protective climate policies, such as energy efficiency grants for low-income households, but significant opposition to restrictive measures like banning fossil fuels for home heating or increasing taxes on petrol and diesel cars, particularly among the Cautious and Doubtful.","ai_generated":true,"unit":"commyale-000242#insight-4","date_modified":"2026-10-23"},{"text":"All four audience segments exhibit systematic biases in climate literacy, specifically underestimating the carbon footprint impact of dietary choices and overestimating the impact of behaviours such as recycling and using reusable shopping bags.","ai_generated":true,"unit":"commyale-000242#insight-5","date_modified":"2026-10-23"},{"text":"Scientists are the most trusted source of information on climate change across all segments, including the Doubtful, where 61% express trust in messaging from scientists.","ai_generated":true,"unit":"commyale-000242#insight-6","date_modified":"2026-10-23"},{"text":"There is no evidence of a divide between urban and rural residents regarding climate change attitudes, as the four audience segments are distributed similarly across both settings.","ai_generated":true,"unit":"commyale-000242#insight-7","date_modified":"2026-10-23"},{"text":"The Alarmed segment is the most likely to engage in pro-environmental consumer behaviours, such as avoiding red meat or rewarding companies that take climate action, while the Doubtful are the least likely to do so.","ai_generated":true,"unit":"commyale-000242#insight-8","date_modified":"2026-10-23"}],"climate_tags":["carbon footprint","carbon tax","climate change communication"],"geography_discussed":[],"frame_perspective":[],"analysis_type":["audience segmentation","public opinion survey"]},{"id":"commgmu-000125","url":"https://climateinsightsdirectory.org/document/commgmu-000125","title":"Faith, Morality and the Environment: Portraits of Global Warming's Six Americas","publisher":{"name":"Center for Climate Change Communication","organization":"center-for-climate-change-communication"},"document_type":"report","language":"en","date_published":"2016","source_url":"https://climatecommunication.gmu.edu/wp-content/uploads/2023/06/2016-Faith_Morality_Six_Americas.pdf","generator":"Climate Insights Directory","generated_fields":["summary","key_insights","climate_tags","geography_discussed","analysis_type"],"summary":{"text":"The report analyzes 'Global Warming's Six Americas'—the Alarmed, Concerned, Cautious, Disengaged, Doubtful, and Dismissive—to determine if moral appeals from religious leaders could engage those currently unconcerned about climate change. It finds that while most Americans value caring for the poor and the environment, few outside the Alarmed and Concerned segments currently view global warming as a moral issue or understand its link to poverty. However, a widespread belief in human stewardship of nature and a general preference for religious over scientific explanations among less-engaged groups suggest that moral framing may be an effective communication strategy.","ai_generated":true,"unit":"commgmu-000125#summary","date_modified":"2026-10-23"},"key_insights":[{"text":"The American public is divided into six segments based on their views of global warming: the Alarmed, Concerned, Cautious, Disengaged, Doubtful, and Dismissive. These groups range from those firmly convinced the threat is real and human-caused to those who believe it is a scientific hoax.","ai_generated":true,"unit":"commgmu-000125#insight-1","date_modified":"2026-10-23"},{"text":"Religiosity and spirituality are common across all segments, though the Alarmed are the least likely to describe themselves as religious (36%) and the Dismissive are the most likely (68% very or moderately religious).","ai_generated":true,"unit":"commgmu-000125#insight-2","date_modified":"2026-10-23"},{"text":"There is a significant gap in how different segments perceive the moral dimension of climate change. In spring 2015, majorities of the Alarmed (82%) and Concerned (58%) viewed it as a moral issue, while less than a quarter of the Cautious, Disengaged, Doubtful, and Dismissive did so.","ai_generated":true,"unit":"commgmu-000125#insight-3","date_modified":"2026-10-23"},{"text":"Most Americans do not currently link their core moral values to their views on global warming. Forty percent of the total population say their feelings reflect their core moral values only \"slightly\" or \"not at all.\"","ai_generated":true,"unit":"commgmu-000125#insight-4","date_modified":"2026-10-23"},{"text":"While most Americans across all segments believe caring for the poor, the environment, and future generations is important, understanding that reducing global warming helps these groups is uneven. Only the Alarmed have a majority (75%) who understand the link between global warming and poverty.","ai_generated":true,"unit":"commgmu-000125#insight-5","date_modified":"2026-10-23"},{"text":"A widespread belief in environmental stewardship exists across most segments. Except for the Dismissive, members believe it is a human responsibility to protect the Earth rather than simply using it for benefit.","ai_generated":true,"unit":"commgmu-000125#insight-6","date_modified":"2026-10-23"},{"text":"When scientific explanations conflict with religious or spiritual beliefs, the majority of Americans—specifically those in the Cautious, Disengaged, Doubtful, and Dismissive segments—are inclined to accept the religious explanation. Only the Alarmed prefer the scientific explanation.","ai_generated":true,"unit":"commgmu-000125#insight-7","date_modified":"2026-10-23"},{"text":"The segments differ sharply in their social values: the Alarmed hold strong egalitarian values (e.g., wealth distribution and protection of the poor), whereas the Doubtful and Dismissive are much more individualistic, favoring freedom from government intervention.","ai_generated":true,"unit":"commgmu-000125#insight-8","date_modified":"2026-10-23"},{"text":"The 'Concerned' segment (29% of the population) is identified as having the highest potential for increased engagement through moral framing, as they already recognize the reality of the threat but do not strongly link it to their core moral values.","ai_generated":true,"unit":"commgmu-000125#insight-9","date_modified":"2026-10-23"}],"climate_tags":["climate change","climate change communication","climate justice"],"geography_discussed":["Canada","Australia"],"frame_perspective":[],"analysis_type":["audience segmentation","public opinion survey","behavioral analysis"]},{"id":"commgmu-000228","url":"https://climateinsightsdirectory.org/document/commgmu-000228","title":"Global Warming’s Six Americas","publisher":{"name":"Center for Climate Change Communication","organization":"center-for-climate-change-communication"},"document_type":"report","language":"en","date_published":"2013","source_url":"https://climatecommunication.gmu.edu/wp-content/uploads/2023/06/September-2012-Global-Warmings-Six-Americas-in-September-2012.pdf","generator":"Climate Insights Directory","generated_fields":["summary","key_insights","climate_tags","geography_discussed","analysis_type"],"summary":{"text":"The report identifies six audience segments in the US—the Alarmed, Concerned, Cautious, Disengaged, Doubtful, and Dismissive—and tracks their evolution from 2008 to 2012. It finds that 70% of the public (Alarmed, Concerned, and Cautious) believe global warming is a real threat. While there is broad support for increasing renewable energy and eliminating fossil fuel subsidies, perceptions of political influence are skewed, with most segments believing campaign contributors and fossil fuel companies have the most power over elected officials.","ai_generated":true,"unit":"commgmu-000228#summary","date_modified":"2026-10-23"},"key_insights":[{"text":"As of September 2012, the American public is divided into six segments based on their level of concern and engagement: the Concerned (29%), Cautious (25%), Alarmed (16%), Doubtful (13%), Disengaged (9%), and Dismissive (8%).","ai_generated":true,"unit":"commgmu-000228#insight-1","date_modified":"2026-10-23"},{"text":"Public engagement with the issue of global warming saw a decline between late 2008 and early 2010, but rebounded by September 2012, with the Alarmed, Concerned, and Cautious segments again comprising 70% of the population.","ai_generated":true,"unit":"commgmu-000228#insight-2","date_modified":"2026-10-23"},{"text":"Improved public health is one of the top three perceived benefits of reducing fossil fuel use and global warming for five of the six audience segments.","ai_generated":true,"unit":"commgmu-000228#insight-3","date_modified":"2026-10-23"},{"text":"Increased government regulation and higher energy prices are the top two perceived drawbacks of taking action to reduce global warming across all six audience segments.","ai_generated":true,"unit":"commgmu-000228#insight-4","date_modified":"2026-10-23"},{"text":"There is broad consensus across all six segments that the U.S. should increase its use of renewable energy, and five of the six segments prefer to reduce fossil fuel use; only the Dismissive prefer to increase it.","ai_generated":true,"unit":"commgmu-000228#insight-5","date_modified":"2026-10-23"},{"text":"Five of the six segments support the elimination of subsidies for the fossil fuel industry and oppose the elimination of subsidies for renewable energy companies.","ai_generated":true,"unit":"commgmu-000228#insight-6","date_modified":"2026-10-23"},{"text":"Support for a carbon tax varies by the proposed use of revenue; the Alarmed and Concerned are most likely to support a candidate proposing a revenue-neutral tax that creates green jobs or reduces pollution.","ai_generated":true,"unit":"commgmu-000228#insight-7","date_modified":"2026-10-23"},{"text":"Support for building new nuclear power plants and offshore drilling has decreased across all six audience segments since 2008.","ai_generated":true,"unit":"commgmu-000228#insight-8","date_modified":"2026-10-23"},{"text":"While most Americans believe they can influence elected officials if they work with others, they perceive themselves as having the least political influence compared to other actors.","ai_generated":true,"unit":"commgmu-000228#insight-9","date_modified":"2026-10-23"},{"text":"Five of the six segments identify large campaign contributors and fossil fuel companies as having the strongest influence on elected officials.","ai_generated":true,"unit":"commgmu-000228#insight-10","date_modified":"2026-10-23"}],"climate_tags":["climate change","renewable energy","fossil fuel subsidy","carbon tax","greenhouse gas emissions","nuclear power","energy efficiency","climate policy"],"geography_discussed":["Japan"],"frame_perspective":[],"analysis_type":["audience segmentation","longitudinal survey","policy preference analysis"]},{"id":"commyale-000267","url":"https://climateinsightsdirectory.org/document/commyale-000267","title":"MEET GLOBAL WARMING'S SIX AMERICAS STUDENT PAGE","publisher":{"name":"Yale Program on Climate Change Communication","organization":"yale-program-on-climate-change-communication"},"document_type":"guide","language":"en","date_published":null,"source_url":"https://climatecommunication.yale.edu/app/uploads/2021/02/Meet-GWSA-Student-Page_2026.pdf","generator":"Climate Insights Directory","generated_fields":["summary","key_insights","climate_tags","analysis_type"],"summary":{"text":"The document outlines the 'Global Warming’s Six Americas' framework developed by the Yale Program on Climate Change Communication. It categorizes the American public into six groups based on their beliefs regarding the causes, urgency, and impacts of climate change, while offering specific messaging strategies to effectively engage each segment.","ai_generated":true,"unit":"commyale-000267#summary","date_modified":"2026-10-23"},"key_insights":[{"text":"The 'Alarmed' group views climate change as a \"very serious threat to themselves, their families, and their community\" and believes people are already being harmed or will be within 10 years. Effective communication for this group should include \"clear suggestions about how they can be a part of the solution\" and messages regarding dangers to \"future generations\" and other nations.","ai_generated":true,"unit":"commyale-000267#insight-1","date_modified":"2026-10-23"},{"text":"The 'Concerned' group agrees that global warming is human-caused and that scientists agree on the phenomenon, but they are \"Less worried than the Alarmed\" and view it as a threat more for \"future generations and other species.\" Communication strategies for this group should emphasize \"strong scientific agreement\" and \"human causes of climate change.\"","ai_generated":true,"unit":"commyale-000267#insight-2","date_modified":"2026-10-23"},{"text":"The 'Cautious' group is less likely to believe climate change is happening or human-caused, with only half believing in scientific consensus. They view it as a \"distant threat\" and are only \"somewhat supportive\" of emission-reduction policies. Effective messaging should focus on \"strong scientific agreement\" and \"local and current impacts.\"","ai_generated":true,"unit":"commyale-000267#insight-3","date_modified":"2026-10-23"},{"text":"The 'Disengaged' group has given climate change \"little to no thought\" and does not see it as relevant. They are unlikely to recognize the benefits or drawbacks of taking action. Communication for this group should come from a \"trusted source\" and highlight the \"economic benefits of renewable energy.\"","ai_generated":true,"unit":"commyale-000267#insight-4","date_modified":"2026-10-23"},{"text":"The 'Skeptical' group is unlikely to believe climate change is happening or human-caused, viewing it as a threat that will not harm people for \"50-100 years.\" They generally oppose gas taxes and U.S. participation in international treaties. Effective strategies include focusing on the \"Growth of new American industries\" and \"Moving away from dependence on foreign oil.\"","ai_generated":true,"unit":"commyale-000267#insight-5","date_modified":"2026-10-23"},{"text":"The 'Dismissive' group does not believe climate change is happening or human-caused and believes that \"scientists disagree\" on the issue. They strongly oppose policies to reduce greenhouse gas emissions and international climate treaties.","ai_generated":true,"unit":"commyale-000267#insight-6","date_modified":"2026-10-23"}],"climate_tags":["climate change communication","greenhouse gas emissions","renewable energy","fossil fuel"],"geography_discussed":[],"frame_perspective":[],"analysis_type":["audience segmentation","communication strategy"]}]}