Beliefs & Attitudes, Spring 2024
Yale Program on Climate Change Communication
One of the first rules of effective communication is to “know thy audience.” Climate change public engagement efforts must start with the fundamental recognition that people are different and have different psychological, cultural, and political reasons for acting – or not acting – to reduce greenhouse gas emissions. Our research has identified “Global Warming’s Six Americas”: six unique audiences within the American public that each respond to the issue in their own distinct way.
