Anthony Leiserowitz on global warming's "Six Americas"

Summary

The transcript discusses the challenges in communicating climate change to the American public, revealing the existence of six distinct groups with varying views on the issue. These groups range from the highly alarmed and concerned to the dismissive and disengaged. The study highlights the need for tailored communication strategies to effectively reach each group, recognizing that different segments respond to climate change in diverse ways. The use of polar bears as an iconic symbol of climate change is also critiqued, as it resonates primarily with environmentally conscious individuals but may alienate others.

Takeaways

• 😀 Climate change is an invisible issue, as the carbon emissions from buildings, tailpipes, and smokestacks are not easily seen.
• 😀 Media coverage of climate change often lacks, leading to a diminished public awareness of the issue.
• 😀 The United States has six distinct groups of people with differing views on climate change, according to the Six Americas study.
• 😀 The 'alarmed' group (12% of the public) is most engaged and concerned about climate change, eager to take action.
• 😀 The 'concerned' group recognizes climate change is happening but perceives its impact as distant or future-focused.
• 😀 The 'cautious' group is uncertain about the reality and human causes of climate change, showing ambivalence.
• 😀 The 'disengaged' group, around 10% of the population, knows little about climate change despite being familiar with the term.
• 😀 The 'doubtful' group believes climate change might not be happening, and if it is, it’s natural, so no immediate action is needed.
• 😀 The 'dismissive' group (12-15%) is adamant that climate change is not occurring and views it as part of a conspiracy.
• 😀 Effective communication on climate change must address the differing attitudes and knowledge across these six groups to avoid alienating or causing backlash.
• 😀 Messaging that works for one group, such as polar bear campaigns, can alienate others or create backlash, highlighting the importance of targeted communication strategies.

Q & A

What is one of the major challenges with addressing climate change, according to the speaker?

The major challenge is that climate change is an invisible issue. The carbon dioxide emissions from buildings, vehicles, and factories are not immediately visible, which makes it harder for people to recognize its urgency.

How does the media contribute to the invisibility of climate change?

When the media doesn't report on climate change, it effectively disappears from the public's view, making it harder for people to engage with the issue.

What does the 'Six Americas' study reveal about the American public's view on climate change?

The study reveals that Americans don't speak with a single voice on climate change. The U.S. is divided into six distinct groups, each responding to the issue in very different ways.

What are the characteristics of the 'Alarmed' group in the Six Americas study?

The 'Alarmed' group, about 12% of the public, is convinced that climate change is happening and is eager to take action. They are highly engaged and likely to push for change.

How does the size of the 'Alarmed' group compare to other issue-based public movements?

The size of the 'Alarmed' group is comparable to other well-recognized issue-based groups, like those for pro-immigration, anti-immigration, pro-choice, or anti-abortion movements. However, the key difference is that these other groups are more organized.

What distinguishes the 'Concerned' group from the 'Alarmed' group?

The 'Concerned' group also believes that climate change is happening, but they view its impacts as distant, believing that they will not feel its effects for a generation or more.

What is the viewpoint of the 'Cautious' group on climate change?

The 'Cautious' group is unsure about climate change. They are uncertain whether it is happening, if it's caused by humans, or if it's natural.

Who are the 'Disengaged' and how do they perceive climate change?

The 'Disengaged' group, making up about 10% of the public, has heard of global warming but knows very little about it and is not actively engaged in the issue.

What is the perspective of the 'Doubtful' group regarding climate change?

The 'Doubtful' group believes that climate change may not be happening, and if it is, they think it is a natural occurrence, so they don't feel the need to worry about it.

How does the 'Dismissive' group view climate change?

The 'Dismissive' group, about 12-15% of the public, is absolutely convinced that climate change is not happening and believes it is a conspiracy, with their perspective often being strongly represented in Congress.

What does the speaker suggest about the importance of tailoring climate change communication?

The speaker emphasizes that communication about climate change must be tailored to each group’s specific views, knowledge, and attitudes. One-size-fits-all messages can fail or even backfire, as seen with the polar bear imagery that works for some but alienates others.

Why does the use of polar bears as an icon for climate change fail to resonate with all audiences?

The focus on polar bears works well for those already concerned about the environment but leaves others indifferent or frustrated. Some even feel the polar bear symbol distracts from more immediate issues they face, leading to a lack of engagement or even backlash.