Global Warming’s Four Indias, 2022: An Audience Segmentation Analysis

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.

• The Indian population is divided into four distinct global warming audiences: the Alarmed (54%), the Concerned (29%), the Cautious (11%), and the Disengaged (7%).
• 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.
• 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.
• 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.
• 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.
• 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.
• 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%).
• 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.
• 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.
• The Disengaged segment is characterized by a much higher proportion of females (76%) and lower socioeconomic indicators, including the lowest average monthly income.

APA

Leiserowitz, A., Thaker, J., Goldberg, M., Ballew, M., Rosenthal, S., Carman, J., Neyens, L., Lee, S., Deshmukh, Y., Shukla, G., & Marlon, J. (2023). Global Warming’s Four Indias, 2022: An Audience Segmentation Analysis. Yale Program on Climate Change Communication. https://climatecommunication.yale.edu/app/uploads/2023/04/global-warmings-four-indias-2022b.pdf

Chicago

Leiserowitz, Anthony, Jagadish Thaker, M. Goldberg, M. Ballew, S. Rosenthal, J. Carman, L. Neyens, et al. Global Warming’s Four Indias, 2022: An Audience Segmentation Analysis. Yale Program on Climate Change Communication, 2023. https://climatecommunication.yale.edu/app/uploads/2023/04/global-warmings-four-indias-2022b.pdf.

Wikipedia

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BibTeX

@techreport{leiserowitz2023global, author = {Leiserowitz, Anthony and Thaker, Jagadish and Goldberg, M. and Ballew, M. and Rosenthal, S. and Carman, J. and Neyens, L. and Lee, S. and Deshmukh, Y. and Shukla, G. and Marlon, J.}, title = {{Global Warming’s Four Indias, 2022: An Audience Segmentation Analysis}}, institution = {Yale Program on Climate Change Communication}, year = {2023}, url = {https://climatecommunication.yale.edu/app/uploads/2023/04/global-warmings-four-indias-2022b.pdf}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }