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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.

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.

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.

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.

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 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 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.

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.

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.

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.