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Six Audiences Around the World
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.
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Document type: Report