Audience Insights: Meet the Persuadables in the UK

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.

• 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.
• 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.
• 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.
• 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.
• 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.

APA

Lujani, F. (2022). Audience Insights: Meet the Persuadables in the UK. ACT Climate Labs. https://www.actclimatelabs.org/audience-insights-meet-the-persuadables-in-the-uk/

Chicago

Lujani, Florencia. Audience Insights: Meet the Persuadables in the UK. ACT Climate Labs, 2022. https://www.actclimatelabs.org/audience-insights-meet-the-persuadables-in-the-uk/.

Wikipedia

{{cite report |last1=Lujani |first1=Florencia |title=Audience Insights: Meet the Persuadables in the UK |publisher=ACT Climate Labs |date=8 September 2022 |url=https://www.actclimatelabs.org/audience-insights-meet-the-persuadables-in-the-uk/ |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{lujani2022audience, author = {Lujani, Florencia}, title = {{Audience Insights: Meet the Persuadables in the UK}}, institution = {ACT Climate Labs}, year = {2022}, month = sep, url = {https://www.actclimatelabs.org/audience-insights-meet-the-persuadables-in-the-uk/}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }