Identifying Like-Minded Audiences for Climate Change Public Engagement Campaigns

The study identifies six distinct audience segments among American adults regarding global warming, ranging from highly worried and supportive to completely unconcerned and opposed. The researchers developed two instruments to categorize individuals into these segments with 84% to 91% accuracy.

• A nationally representative survey of 2,164 American adults revealed six distinct audience segments regarding global warming, with sizes ranging from 7% to 33% of the population.
• The identified segments form a continuum of engagement: 70% are varying degrees of concerned and supportive of policy responses, 18% are unsupportive, and 12% are largely disengaged.
• The researchers created two categorization instruments—one with 36 items and one with 15 items—which achieve 91% and 84% accuracy, respectively.

APA

Yale Program on Climate Change Communication (2011). Identifying Like-Minded Audiences for Climate Change Public Engagement Campaigns. https://climatecommunication.yale.edu/publications/identifying-like-minded-audiences-for-climate-change-public-engagement-campaigns/

Chicago

Yale Program on Climate Change Communication. Identifying Like-Minded Audiences for Climate Change Public Engagement Campaigns. 2011. https://climatecommunication.yale.edu/publications/identifying-like-minded-audiences-for-climate-change-public-engagement-campaigns/.

Wikipedia

{{cite report |author=Yale Program on Climate Change Communication |title=Identifying Like-Minded Audiences for Climate Change Public Engagement Campaigns |date=15 March 2011 |url=https://climatecommunication.yale.edu/publications/identifying-like-minded-audiences-for-climate-change-public-engagement-campaigns/ |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{yaleprogramonclimatechangecommunication2011identifying, author = {{Yale Program on Climate Change Communication}}, title = {{Identifying Like-Minded Audiences for Climate Change Public Engagement Campaigns}}, institution = {Yale Program on Climate Change Communication}, year = {2011}, month = mar, url = {https://climatecommunication.yale.edu/publications/identifying-like-minded-audiences-for-climate-change-public-engagement-campaigns/}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }