Global Warming's Six America's
May 22, 2009
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I found this study of Americans opinions on Climate Change interesting, and thought some of you might also. The below paragraph is not from the study, but is relevant. I linked to the study and copied the description of the "Six America's".
Oil, coal, utilities and other industries, who do not want a solution to climate change because of an adverse impact on their bottom line, spent 80 million dollars in the first quarter of this year to destroy pending legislation, compared with 4.7 million dollars spent by all environmental groups combined.
Global Warming's Six Americas. An Audience segmentation Analysis.
Beliefs & issue involvement
Overall, the degree of certainty that global warming is happening is one of the central characteristics that distinguish Global Warming’s Six Americas. At one end of the spectrum are the Alarmed, who are very certain that global warming is happening, declining steadily through groups that are highly uncertain – the Cautious and the Disengaged – to the Dismissive, who are very sure it is not happening.
This linear pattern is found across a number of measures, with the Alarmed at the high end and the Dismissive at the low end.
A second general pattern is also apparent, however: a V-shape that reflects higher levels of involvement with the issue by the two groups that disagree most (the Alarmed and Dismissive), and a lower level of involvement among the others. The Alarmed and Dismissive both think and talk about global warming a lot, and they both care about it, although they disagree strongly. The other segments, to a greater or lesser degree, are less interested in the issue and give it less thought and attention.
More specifically, the segments differ as follows:
The Alarmed (18%) are the segment most convinced that global warming is happening (Figure 2; figures
begin on p. 7). Global warming is very important to them and they are very worried about it (Figures
3 and 4). The Alarmed have thought a lot about the issue, believe they are well informed about
the causes, consequences, and potential solutions, and are highly unlikely to change their minds
(Figures 5, 6, and 7). The Alarmed believe there is a scientific consensus that global warming is happening,
and overwhelmingly believe that human activities are the primary cause (Figures 8 and 9).
Compared to the other five segments, they are the most likely to view it as a threat to them personally
and to future generations (Figures 10 and 11), and as already harming people in the United States,
rather than in the distant future (Figure 12).
The Concerned (33%) are also convinced that global warming is happening, although they are less certain
than the Alarmed (Figure 2). The issue is also less important to them than the Alarmed (Figure 3),
yet they are relatively worried about it (Figure 4). The Concerned have thought some about global
warming, believe they are somewhat informed about the causes, consequences, and potential solutions,
and are somewhat unlikely to change their minds about the issue (Figures 5-7). Most believe
there is a scientific consensus that global warming is happening and that human activities are the primary
cause (Figures 8 & 9). Compared to the Alarmed, they are less likely to perceive it as a threat
to them personally or to future generations (Figures 10 & 11), but distinctly more so than members
of the other four segments. Finally, they believe global warming will start harming people in the
United States in the next 10 years (Figure 12).
The Cautious (19%) are somewhat convinced that global warming is happening (Figure 2), but this belief
is relatively weak, with many saying they could change their minds (Figure 5). The Cautious have
only thought a little about global warming (Figure 6), do not consider it personally important (Figure
3), and tend not to worry about it (Figure 4). They are only somewhat informed about the causes,
consequences, and potential solutions (Figure 7). About half believe that human activities are the
primary cause (Figure 8), and well over a third believe there is a lot of disagreement among scientists
over whether global warming is happening (Figure 9). The Cautious do not perceive global
warming as a significant personal threat, but do believe it will have a moderate to great impact on future generations (Figures 10 & 11). Likewise, they believe global warming will not start to harm people
in the United States for roughly 35 years (Figure 12).
The Disengaged (11%) are not at all sure that global warming is happening (Figure 2) and are the group
most likely to say they could easily change their minds (Figure 5). The Disengaged have hardly
thought about global warming at all (Figure 6), do not consider it personally important (Figure 3),
and tend not to worry about it (Figure 4). They say they know only a little about the causes, consequences,
and potential solutions (Figure 7). Just over a third believe that human activities are the
primary cause (Figure 8) and a majority simply don’t know enough to say whether scientists agree
or disagree that global warming is happening (Figure 9). Likewise, the Disengaged overwhelmingly
say they don’t know whether global warming will harm them personally or future generations (Figures
10 & 11). Further, they believe global warming will not start to harm people in the United States
for roughly 30 years (Figure 12).
The Doubtful (11%) say they don’t know whether global warming is happening or not (Figure 2). They also
say the issue is not personally important to them (Figure 3) and they are not worried about it (Figure
4). The Doubtful have thought only a little about global warming, say they are informed only a
little about the causes, consequences, and potential solutions, yet say they are somewhat unlikely to
change their minds about the issue (Figures 5-7). Most believe there is a lot of disagreement among
scientists over whether global warming is happening and believe that if global warming is happening,
natural changes in the environment are the primary cause (Figures 8 & 9). A majority of the
Doubtful say global warming will harm them personally or future generations only a little or not at
all, although some simply say they don’t know (Figures 10 & 11). Finally, they believe global warming
will not start harming people in the United States for at least 100 years (Figure 12).
The Dismissive (7%) are sure that global warming is not happening (Figure 2). They say the issue is not at
all important to them personally (Figure 3) and are not worried about it at all (Figure 4). The Dismissive,
however, say that they have thought some about global warming and believe they are wellinformed
about the causes, consequences, and potential solutions – i.e., that there are none, because
it doesn’t exist (Figures 6 & 7). They are very certain about their views, saying they are very unlikely
to change their minds about the issue (Figure 5). Many flatly reject the proposition that global warming
is happening, while a majority believe that if global warming is happening, natural changes in the
environment are the primary cause (Figure 8). Likewise, a majority believe there is a lot of disagreement
among scientists over whether global warming is occurring, while over a fifth of the Dismissive
believe there is a scientific consensus that global warming is not happening (Figure 9). They overwhelmingly
say that global warming will not harm them personally or future generations at all (Figures
10 & 11). Finally, they believe global warming will never harm people in the United States.
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