climate emergency

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Communicating about climate change using audience segmentation

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Communicating about climate change using audience segmentation

What magic words can add 11% to the number of people supporting 100% renewable power, and take support for ending deforestation up to 84% of respondents? Dedicated specialist researchers at Climate Outreach have taken a deep dive with their seven segments of the British population and tested some different framings of the climate crisis, in the run-up to COP26. What did they find?

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The stories we tell ourselves about the climate emergency

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The stories we tell ourselves about the climate emergency

The gap between what we say we want, and the way we behave, is such rich territory. We get in our own way – we make excuses for our perceived failures, blame others, or assume too much responsibility. Our internal stories are one of the ways we do this. The stories we tell ourselves about the climate emergency often come back to three strong themes.