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Based on a May 2025 survey of 1,040 adults, the report finds that government corruption (54%), the cost of living (48%), and the economy (47%) are the top worries for Americans. In contrast, only 29% of the general population is very worried about global warming. The study highlights deep polarization: the 'Alarmed' group is highly concerned about climate change (92%), while the 'Doubtful' and 'Dismissive' groups report 0% high concern. The report suggests that climate communicators can broaden appeal by connecting climate action to economic opportunities, energy costs, and government accountability.

The briefing proposes a phased framework for building decarbonization—moving from efficiency to electrification, renewable energy, and finally the removal of embodied carbon—to reach absolute zero. It argues that because the necessary technologies already exist, the primary barrier is cost and adoption speed. By performing segmentation analysis on real estate subsegments, such as large commercial office buildings, financial actors can provide targeted interventions that drive demand, push technologies up their learning curves, and lower prices for the broader market.

The document reviews eleven research projects to identify which climate engagement frames resonate with seven British public segments. It finds that nature and health-related frames are generally stable and effective, while economic and political messaging requires careful tailoring to avoid alienating lower-income or conservative-leaning groups. The review emphasizes the need for positive framing and the recognition of differing capacities for individual action amidst cost-of-living crises.

The research identifies a broad public concern for climate change in the UK, though this is often decoupled from an understanding of 'net zero' as a specific policy solution. Using a values-based segmentation model, the study finds that while most Britons are open to 'doing their bit,' there is deep cynicism regarding political trust and the fair distribution of costs. Key findings highlight that fairness is experienced emotionally and varies by income level, with a strong consensus that the wealthy and big businesses should bear more of the financial burden. The report suggests framing net zero as an opportunity for financial wellbeing and energy independence to bridge political and social divides.

The research identifies three subgroups within the 'Alarmed' segment of the U.S. population: the Active, Willing, and Inactive. While the Active Alarmed exhibit high levels of activism and political efficacy, the Willing Alarmed show a predisposition toward action but rarely engage, and the Inactive Alarmed remain uncertain or unconfident in their ability to effect change. The study suggests that tailored communication strategies and the removal of structural barriers are necessary to convert climate concern into political and social action.

The research segments the 'Alarmed' population in the U.S. into three groups: Active (34%), Willing (46%), and Inactive (20%). While the Active Alarmed show high levels of activism and political efficacy, the Willing Alarmed express a potential for action but rarely engage, and the Inactive Alarmed are characterized by uncertainty and lower political confidence. The study suggests that tailored communication and the removal of structural barriers are necessary to convert climate concern into political and social action.

The report finds that the ivory ban significantly reduced claimed ivory purchases and future purchase intentions in China, particularly in 'Layer 3' cities. While a large segment of 'Ban Influenced Citizens' shifted to 'Rejectors,' a persistent group of 'Diehard Buyers' and 'Regular Overseas Travelers' continue to seek ivory, often through retail stores in China or during trips to destinations like Thailand. Awareness of the ban is primarily driven by online news portals, and the ban is widely perceived as a 'game changer' that offers hope for elephants.

The report segments coastal Connecticut residents into five groups based on hurricane attitudes: the 'First Out', 'Constrained', 'Optimists', 'Reluctant', and 'Diehards'. It analyzes how risk perception, perceived barriers, and trust in authority influence evacuation decisions, noting that while local official orders are the most effective trigger for all groups, different segments require different interventions ranging from resource assistance to risk education.

The report identifies five segments of coastal Connecticut residents: the First Out, Constrained, Optimists, Reluctant, and Diehards. These groups vary significantly in their perceived risk, actual preparedness, and likelihood of evacuating. While the First Out are the most anxious and likely to leave, the Diehards are the most self-reliant and least likely to evacuate. The analysis highlights that official orders from local police or fire departments are the most effective triggers for evacuation across all groups, though barriers such as pets, health issues, and financial constraints significantly hinder the Constrained and Optimists.

The report finds that while global warming is not a top national priority for most Americans, there is broad support for specific clean energy policies, such as renewable energy research and tax rebates for energy-efficient vehicles. However, confidence in government's ability to address the issue remains low, and significant polarization exists between political parties and different psychological segments of the population.

The report finds that most Americans rarely discuss global warming, preferring face-to-face or phone communication over social media, especially after extreme weather events. It highlights that family and friends are the most influential in convincing individuals to take action. The 'Alarmed' segment is the most active in public and political communication, while the 'Dismissive' and 'Disengaged' are the least.

The report identifies six segments of the U.S. population—Alarmed, Concerned, Cautious, Disengaged, Doubtful, and Dismissive—and tracks their evolving perceptions of global warming. It finds that while the Alarmed and Concerned are convinced of the reality and human cause of climate change, the Dismissive and Doubtful are not. The study also examines the relationship between personal experience with extreme weather and climate beliefs, trust in information sources, and support for specific energy and climate policies.