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The document identifies six distinct audience segments in the U.S. population—Alarmed, Concerned, Cautious, Disengaged, Doubtful, and Dismissive—based on their level of concern and engagement with climate change. It argues that effective communication requires tailoring messages to these groups' specific psychological and cultural profiles. For highly involved groups (Alarmed, Concerned), the paper suggests focusing on efficacy and opinion leadership. For low-involvement groups (Cautious, Disengaged), it recommends non-effortful strategies like narratives and social norms. For skeptical groups (Doubtful, Dismissive), it advises non-confrontational framing aligned with conservative values, such as patriotism and free-market solutions, to avoid the 'boomerang effect' of motivated reasoning.

The report evaluates the "Salt Marsh Stories" program's impact on four focal audiences: Audubon members, higher education students/faculty, and business and faith communities in Maryland's Eastern Shore. Baseline data shows that salt marshes and sea level rise are generally non-salient issues, with significant uncertainty regarding sea level rise. However, the experiential program—specifically the planting of native grasses—successfully increased place attachment, knowledge, and emotional engagement. The study identifies place attachment and affinity for nature as the strongest predictors of a participant's intent to communicate about these issues to others.