One of the first rules of effective communication is to “know thy audience.” Climate change public engagement efforts must start with the fundamental recognition that people are different and have different psychological, cultural, and political reasons for acting – or not acting – to reduce greenhouse gas emissions. Our research has identified “Global Warming’s Six Americas”: six unique audiences within the American public that each responds to the issue in their own distinct way.
Global Warming's Six Americas
2012
One of the first rules of effective communication is to “know thy audience.” Climate change public engagement efforts must start with the fundamental recognition that people are different and have different psychological, cultural, and political reasons for acting – or not acting – to reduce greenhouse gas emissions. Our research has identified “Global Warming’s Six Americas”: six unique audiences within the American public that each responds to the issue in their own distinct way.
Leiserowitz, A.
Maibach, E.
Roser-Renouf, C.
Hmielowski, J.
Related resources
Theory and frameworks Reading List
The sources on this list relate to theory and frameworks. They are not freely accessible online - most require a library subscription, institutional access, or purchase.
Denial & avoidance Reading List
The sources on this list relate to denial & avoidance. They are not freely accessible online - most require a library subscription, institutional access, or purchase.
Policy Reading List
The sources on this list relate to policy. They are not freely accessible online - most require a library subscription, institutional access, or purchase.
Explore more resources
Browse the full Research and Resources library, more articles, papers, podcasts, and reading lists.
Browse the library
Join the community
CPA is built collaboratively, by members for members. If this work resonates, come and join us.
Find out about membership
