Maryland’s Six Climate Audiences –Communication Suggestions
Consortium WebinarWednesday, July 30, 20143-4 p.m.
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.
The rational mindProvide information; engage cognitively
The emotional mindEngage emotionally
The environmentMake it easy, make it convenient
Strategic Framework
available at climatemaryland.org
Proportions of adult Marylanders in the six climate audiences, spring 2013
40%44%
17%35%
40%44%
7%21%
64%66%
35%
51%70%
41%58%
62%72%72%
47%
60%34%
54%18%
80%
86%96%95%
93%
45%73%
84%94%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
LiberalModerate
ConservativePercent earning income of less than $30,000
Percent earning income of $70,000 or greaterCollege-educated (Bachelor's degree or higher)
Hispanic or LatinoAfrican American
WhiteFemale
Male
Conservation or wilderness areaZoo or aquarium
Local newspaperLocal TV news
Local TV weatherLocal radio
Internet news sitesSocial media
Most/all of household light bulbs LEDs/CFLsPurchased an energy-efficient dishwasher
Purchased an energy-efficient washing machineOften/always bike or walk instead of driving
Rewarded companies for CC policies by buying their products
U.S. should reduce emissions regardless what other countries doSupport state/local govts protecting communities from CC harms
Support expanding state rebates for efficient lights/appliancesSupport requiring 20% renewables by 2022 in Maryland
81-100% scientists agreeHuman causation
Climate change is a major/moderate risk to my healthVery or extremely certain climate change is happening
Key Beliefs
Policy Support
Behaviors
Informal Science Education Experiences
Media Attention
Demographics
Key Beliefs
Policy Support
Behaviors
Informal Science Education Experiences
Media Attention
Demographics
once or more a year
often or nearly every day
Alarmed
*Grey bars are state averages; colored bars represent data from each audience
• 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)
Alarmedcommunication opportunities
Concerned
31%47%
23%22%
46%39%
5%23%
64%55%
45%
41%59%
39%64%
71%58%
52%38%
49%38%
51%10%
42%
81%90%
83%85%
25%65%
59%56%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
LiberalModerate
ConservativePercent earning income of less than $30,000
Percent earning income of $70,000 or greaterCollege-educated (Bachelor's degree or higher)
Hispanic or LatinoAfrican American
WhiteFemale
Male
Conservation or wilderness areaZoo or aquarium
Local newspaperLocal TV news
Local TV weatherLocal radio
Internet news sitesSocial media
Most/all of household light bulbs LEDs/CFLsPurchased an energy-efficient dishwasher
Purchased an energy-efficient washing machineOften/always bike or walk instead of driving
Rewarded companies for CC policies by buying their products
U.S. should reduce emissions regardless what other countries doSupport state/local govts protecting communities from CC harms
Support expanding state rebates for efficient lights/appliancesSupport requiring 20% renewables by 2022 in Maryland
81-100% scientists agreeHuman causation
Climate change is a major/moderate risk to my healthVery or extremely certain climate change is happening
Key Beliefs
Policy Support
Behaviors
Informal Science Education Experiences
Media Attention
Demographics
Key Beliefs
Policy Support
Behaviors
Informal Science Education Experiences
Media Attention
Demographics
Key Beliefs
Policy Support
Behaviors
Informal Science Education Experiences
Media Attention
Demographics
often or nearly every day
once or more a year
Cautious
15%44%
41%26%
40%36%
4%20%
72%46%
55%
46%54%
35%58%
61%48%
50%36%
46%38%
51%9%
26%
65%74%74%
70%
10%36%
34%22%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
LiberalModerate
ConservativePercent earning income of less than $30,000
Percent earning income of $70,000 or greaterCollege-educated (Bachelor's degree or higher)
Hispanic or LatinoAfrican American
WhiteFemale
Male
Conservation or wilderness areaZoo or aquarium
Local newspaperLocal TV news
Local TV weatherLocal radio
Internet news sitesSocial media
Most/all of household light bulbs LEDs/CFLsPurchased an energy-efficient dishwasher
Purchased an energy-efficient washing machineOften/always bike or walk instead of driving
Rewarded companies for CC policies by buying their products
U.S. should reduce emissions regardless what other countries doSupport state/local govts protecting communities from CC harms
Support expanding state rebates for efficient lights/appliancesSupport requiring 20% renewables by 2022 in Maryland
81-100% scientists agreeHuman causation
Climate change is a major/moderate risk to my healthVery or extremely certain climate change is happening
Key Beliefs
Policy Support
Behaviors
Informal Science Education Experiences
Media Attention
Demographics
Key Beliefs
Policy Support
Behaviors
Informal Science Education Experiences
Media Attention
Demographics
Key Beliefs
Policy Support
Behaviors
Informal Science Education Experiences
Media Attention
Demographics
often or nearly every day
once or more a year
• 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
Concerned & Cautiouscommunication opportunities
Disengaged
22%35%
42%30%
36%17%
2%34%
61%68%
32%
26%36%
44%72%
87%71%
42%30%
43%32%
39%17%
12%
41%48%
80%57%
2%15%
35%11%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
LiberalModerate
ConservativePercent earning income of less than $30,000
Percent earning income of $70,000 or greaterCollege-educated (Bachelor's degree or higher)
Hispanic or LatinoAfrican American
WhiteFemale
Male
Conservation or wilderness areaZoo or aquarium
Local newspaperLocal TV news
Local TV weatherLocal radio
Internet news sitesSocial media
Most/all of household light bulbs LEDs/CFLsPurchased an energy-efficient dishwasher
Purchased an energy-efficient washing machineOften/always bike or walk instead of driving
Rewarded companies for CC policies by buying their products
U.S. should reduce emissions regardless what other countries doSupport state/local govts protecting communities from CC harms
Support expanding state rebates for efficient lights/appliancesSupport requiring 20% renewables by 2022 in Maryland
81-100% scientists agreeHuman causation
Climate change is a major/moderate risk to my healthVery or extremely certain climate change is happening
Key Beliefs
Policy Support
Behaviors
Informal Science Education Experiences
Media Attention
Demographics
Key Beliefs
Policy Support
Behaviors
Informal Science Education Experiences
Media Attention
Demographics
often or nearly every day
once or more a year
• 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.
Disengagedcommunication opportunities
Doubtful
8%35%
56%16%
54%21%
0%5%
88%25%
75%
51%34%
35%52%
56%48%
50%26%
57%45%47%
9%14%
39%31%
68%42%
14%5%
13%8%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
LiberalModerate
ConservativePercent earning income of less than $30,000
Percent earning income of $70,000 or greaterCollege-educated (Bachelor's degree or higher)
Hispanic or LatinoAfrican American
WhiteFemale
Male
Conservation or wilderness areaZoo or aquarium
Local newspaperLocal TV news
Local TV weatherLocal radio
Internet news sitesSocial media
Most/all of household light bulbs LEDs/CFLsPurchased an energy-efficient dishwasher
Purchased an energy-efficient washing machineOften/always bike or walk instead of driving
Rewarded companies for CC policies by buying their products
U.S. should reduce emissions regardless what other countries doSupport state/local govts protecting communities from CC harms
Support expanding state rebates for efficient lights/appliancesSupport requiring 20% renewables by 2022 in Maryland
81-100% scientists agreeHuman causation
Climate change is a major/moderate risk to my healthVery or extremely certain climate change is happening
Key Beliefs
Policy Support
Behaviors
Informal Science Education Experiences
Media Attention
Demographics
Key Beliefs
Policy Support
Behaviors
Informal Science Education Experiences
Media Attention
Demographics
often or nearly every day
once or more a year
Dismissive
6%23%
72%15%
59%45%
0%6%
87%15%
85%
47%58%
45%65%
59%69%
56%26%
43%38%
65%6%
3%
26%12%
34%20%
9%0%
5%16%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
LiberalModerate
ConservativePercent earning income of less than $30,000
Percent earning income of $70,000 or greaterCollege-educated (Bachelor's degree or higher)
Hispanic or LatinoAfrican American
WhiteFemale
Male
Conservation or wilderness areaZoo or aquarium
Local newspaperLocal TV news
Local TV weatherLocal radio
Internet news sitesSocial media
Most/all of household light bulbs LEDs/CFLsPurchased an energy-efficient dishwasher
Purchased an energy-efficient washing machineOften/always bike or walk instead of driving
Rewarded companies for CC policies by buying their products
U.S. should reduce emissions regardless what other countries doSupport state/local govts protecting communities from CC harms
Support expanding state rebates for efficient lights/appliancesSupport requiring 20% renewables by 2022 in Maryland
81-100% scientists agreeHuman causation
Climate change is a major/moderate risk to my healthVery or extremely certain climate change is happening
Key Beliefs
Policy Support
Behaviors
Informal Science Education Experiences
Media Attention
Demographics
Key Beliefs
Policy Support
Behaviors
Informal Science Education Experiences
Media Attention
Demographics
often or nearly every day
once or more a year
• Focus on energy rather than climate• Rider: – Destination: Increased energy independence, self-
reliance, 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
Doubtful & Dismissivecommunication opportunities
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.