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Wednesday, July 30, 2014
3-4 p.m.
Maryland’s Six Climate Audiences –
Communication Suggestions
Ed Maibach, PhD, MPH
Ed Maibach is director of the Center for Climate
Change Communication at George Mason
University and advises a wide range of
organizations on how to improve their climate
change communication, education and
outreach. He currently serves on the National
Climate Assessment Development and Advisory
Committee, and is Principal Investigator on
several climate change education grants funded
by the National Science Foundation, NASA,
Robert Wood Johnson Foundation, Grantham
Foundation for the Protection of the
Environment, and Town Creek Foundation.
Strategic Framework
The rational mind
Provide information; engage cognitively
The emotional mind
Engage emotionally
The environment
Make it easy, make it convenient
Proportions of adult Marylanders in the six climate audiences, spring 2013
Alarmed
Key Beliefs
94%
Very or extremely certain climate change is happening
Climate change is a major/moderate risk to my health
Human causation
81-100% scientists agree
84%
73%
45%
Policy Support
93%
95%
96%
86%
Support requiring 20% renewables by 2022 in Maryland
Support expanding state rebates for efficient lights/appliances
Support state/local govts protecting communities from CC harms
U.S. should reduce emissions regardless what other countries do
Behaviors
Rewarded companies for CC policies by buying their products
Often/always bike or walk instead of driving
Purchased an energy-efficient washing machine
Purchased an energy-efficient dishwasher
Most/all of household light bulbs LEDs/CFLs
80%
18%
54%
34%
60%
Media Attention
*Grey
bars
aredaystate
often
or nearly
every
47%audience
Social media
averages; colored
bars represent data from each
Internet news sites
72%
72%
Alarmed
communication opportunities
• Direct their “Riders”
• Enhance their sense of “collective efficacy” (i.e.,
boost their belief that “Yes we can”)
• Encourage them to engage in political activism
• Cultivate their opinion leadership by
encouraging them to talk to others in their social
networks (about the actions that matter most)
• Point them to a clear “destination” (2016
renewal of Maryland’s GGRA?)
• Script the “critical moves” (i.e., the actions that
matter most – TBD)
Concerned
Key Beliefs
56%
59%
65%
Very or extremely certain climate change is happening
Climate change is a major/moderate risk to my health
Human causation
81-100% scientists agree
25%
Policy Support
85%
83%
90%
81%
Support requiring 20% renewables by 2022 in Maryland
Support expanding state rebates for efficient lights/appliances
Support state/local govts protecting communities from CC harms
U.S. should reduce emissions regardless what other countries do
Behaviors
Rewarded companies for CC policies by buying their products
Often/always bike or walk instead of driving
Purchased an energy-efficient washing machine
Purchased an energy-efficient dishwasher
Most/all of household light bulbs LEDs/CFLs
42%
10%
51%
38%
49%
Media Attention
often or nearly every day
Social media
Internet news sites
38%
52%
Cautious
Key Beliefs
Very or extremely certain climate change is happening
Climate change is a major/moderate risk to my health
Human causation
81-100% scientists agree
22%
34%
36%
10%
Policy Support
70%
74%
74%
65%
Support requiring 20% renewables by 2022 in Maryland
Support expanding state rebates for efficient lights/appliances
Support state/local govts protecting communities from CC harms
U.S. should reduce emissions regardless what other countries do
Behaviors
Rewarded companies for CC policies by buying their products
Often/always bike or walk instead of driving
Purchased an energy-efficient washing machine
Purchased an energy-efficient dishwasher
Most/all of household light bulbs LEDs/CFLs
Media Attention
26%
9%
51%
38%
46%
Concerned & Cautious
communication opportunities
• Engage their “Elephants”
• Scientific consensus about human-caused cc
• “Find the feeling” by showing local impacts AND
local opportunities (See-Feel-Change)
• “Shrink the change” by: (a) showing where
progress has already occurred; (b) suggesting
easy next steps & small visible goals
• “Grow our people” by: (a) invoking pride in
Maryland – our identity; (b) encouraging a
growth mindset – including expectations for
experiences setbacks
Disengaged
Key Beliefs
Very or extremely certain climate change is happening
Climate change is a major/moderate risk to my health
Human causation
81-100% scientists agree
11%
35%
15%
2%
Policy Support
57%
Support requiring 20% renewables by 2022 in Maryland
Support expanding state rebates for efficient lights/appliances
Support state/local govts protecting communities from CC harms
U.S. should reduce emissions regardless what other countries do
80%
48%
41%
Behaviors
Rewarded companies for CC policies by buying their products
Often/always bike or walk instead of driving
Purchased an energy-efficient washing machine
Purchased an energy-efficient dishwasher
Most/all of household light bulbs LEDs/CFLs
12%
17%
39%
32%
43%
Media Attention
often or nearly every day
Social media
Internet news sites
30%
42%
Disengaged
communication opportunities
• Clear “the path”
• Encourage civic engagement, including
participation in community organizations
• Raise awareness of potential human climate
harms and who is at most risk
• Provide assistance to increase participation in
emergency preparedness, and household
energy efficiency measures.
Doubtful
Key Beliefs
Very or extremely certain climate change is happening
Climate change is a major/moderate risk to my health
Human causation
81-100% scientists agree
8%
13%
5%
14%
Policy Support
42%
Support requiring 20% renewables by 2022 in Maryland
Support expanding state rebates for efficient lights/appliances
Support state/local govts protecting communities from CC harms
U.S. should reduce emissions regardless what other countries do
68%
31%
39%
Behaviors
Rewarded companies for CC policies by buying their products
Often/always bike or walk instead of driving
Purchased an energy-efficient washing machine
Purchased an energy-efficient dishwasher
Most/all of household light bulbs LEDs/CFLs
14%
9%
47%
45%
57%
Media Attention
often or nearly every day
Social media
Internet news sites
26%
50%
Dismissive
Key Beliefs
Very or extremely certain climate change is happening
Climate change is a major/moderate risk to my health
Human causation
81-100% scientists agree
16%
5%
0%
9%
Policy Support
20%
Support requiring 20% renewables by 2022 in Maryland
Support expanding state rebates for efficient lights/appliances
Support state/local govts protecting communities from CC harms
U.S. should reduce emissions regardless what other countries do
34%
12%
26%
Behaviors
Rewarded companies for CC policies by buying their products
Often/always bike or walk instead of driving
Purchased an energy-efficient washing machine
Purchased an energy-efficient dishwasher
Most/all of household light bulbs LEDs/CFLs
3%
6%
65%
38%
43%
Media Attention
often or nearly every day
Social media
Internet news sites
Local radio
26%
56%
69%
Doubtful & Dismissive
communication opportunities
• Focus on energy rather than climate
• Rider:
– Destination: Increased energy independence, selfreliance, preparedness, reduced waste
– Script the critical moves: weatherization; energy
efficiency purchases; energy micro-generation
• Elephant:
– Use communication designed to appeal to those with
masculine and individualistic values
– Invoke pride in Maryland – our identity;
• Path:
– Tax-free days, rebates
Other resources
• Maibach, E. W., Leiserowitz, A., Roser-Renouf, C., & Mertz, C. K.
(2011). Identifying like-minded audiences for climate change
public engagement campaigns: An audience segmentation analysis
and tool development. PLoS ONE. 6(3): e17571. Available here.
• Maibach, E., Roser-Renouf, C., & Leiserowitz, A. (2009). Global
warming’s Six Americas 2009: an audience segmentation analysis.
Yale University and George Mason University. Yale Project on
Climate Change Communication, New Haven, CT. Available here.
• Roser-Renouf, C., Stenhouse, N., Rolfe-Redding, J., Maibach, E. W.,
& Leiserowitz, A. (in press). Engaging diverse audiences with
climate change: Message strategies for Global Warming’s Six
Americas. In A. Hanson & R. Cox (Eds.), Routledge Handbook of
Environment and Communication. Pre-press chapter available
here.