Researchers have polled Americans for years about climate change and have been able to classify all adults into six categories[SW1] . Here is a brief profile of those in the six categories as well as some of the most effective ways to talk to people. There also is an online quiz [SW2] that you can take to see where you fit in.

Alarmed:[SW3]  This group, comprising 18 percent of adult Americans, is the most convinced that climate change is happening. The Alarmed tend to support strong national and local actions toward reducing carbon emissions and preparing for the effects of climate change, but they don’t necessarily know what solutions exist and are realistic.

How to talk to them: People in group are firmly on board with climate impacts, but often don’t understand why others don’t feel the same way they do. As a result, they tend to use language or imagery intended to trigger anxiety or fear. They also rely on trying to give more information about science when they speak about resilience issues, without realizing that messages with negative emotions and more information only are effective to people who think like them. It’s important to keep people in this category focused on realistic solutions and speaking to other peoples’ values, not just theirs.

Concerned:  [SW4] This group is the largest of any of the Six Americas categories, comprising 33 percent of adult Americans. The Concerned tend to be moderate liberals who are somewhat engaged civically. This group also tends to have substantial support for national and local actions for reducing carbon emissions and preparing for the effects of climate change.

How to talk to them: Language that involves civic responsibility and working together, preparedness[SRW5] , and local impacts is most likely to be effective, as well as messages about actionable steps and specific problems.

Cautious: [SW6] About 18 percent of adult Americans fall into this category. People in this group tend to believe climate change is happening, but don’t have strong feelings or beliefs on the issue. This group tends to be politically moderate, whether as a liberal, independent or conservative.

How to talk to them: Use messages that are problem-specific, focus on local impacts, have actionable and realistic steps, and involve preparedness [SRW7] are likely to be effective.

Disengaged: [SW8] This group, which makes up 12 percent of adult Americans, is the least knowledgeable about climate change, is most likely to not have an opinion, and hasn’t really thought about the issue. People in this group are the most likely not to be registered voters or be engaged civically.

How to talk to them: This group is a challenging group to reach because of their disengagement. Message frames that are problem-specific, focus on local impacts, have actionable and realistic steps, and involve preparedness [SRW9] may be the most effective.

Doubtful: [SW10] About 11 percent of American adults fit into this category. The Doubtful tend to be evenly split about whether or not they think climate change is occurring. They also tend to think it’s a low-priority policy issue because they consider the threats from climate change impacts to be insignificant. This group tends to be conservative or moderates.

How to talk to them: A preparedness [SRW11] framing likely is the most effective framing as well as individual steps people can take. A focus on personal responsibility also may be effective. Avoid language that invokes togetherness. Discussion of science should be avoided.

Dismissive: [SW12] This group, which makes up 7 percent of American adults, is certain that climate change is not occurring. This group, like the Alarmed, has spent a lot of time thinking about the issue. People in this group are convinced there is no danger from climate change. This group tends to be made of men who are conservative republicans. They tend to be politically active, and oppose government intervention.

How to talk to them: A preparedness [SRW13] framing likely is the most effective framing, as is a focus on personal responsibility. Avoid using language that invokes togetherness. Discussion of science may be met with strong debate.  

 [SW1] [SW1]http://environment.yale.edu/climate-communication/articles/archives/C72

 [SW2]http://uw.kqed.org/climatesurvey/index-kqed.php

 [SW3]http://uw.kqed.org/climatesurvey/TheAlarmed.pdf

 [SW4]http://uw.kqed.org/climatesurvey/TheConcerned.pdf

 [SRW5]http://www.climateaccess.org/preparation-frame

 [SW6]http://uw.kqed.org/climatesurvey/TheCautious.pdf

 [SRW7]http://www.climateaccess.org/preparation-frame

 [SW8]http://uw.kqed.org/climatesurvey/TheDisengaged.pdf

 [SRW9]http://www.climateaccess.org/preparation-frame

 [SW10]http://uw.kqed.org/climatesurvey/TheDoubtful.pdf

 [SRW11]http://www.climateaccess.org/preparation-frame

 [SW12]http://uw.kqed.org/climatesurvey/TheDismissive.pdf

 [SRW13]http://www.climateaccess.org/preparation-frame