Maryland’s Six Climate Audiences – Communication Suggestions Consortium Webinar Wednesday, July 30, 2014 3-4 p.m

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


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




WhiteFemale

Male












Key Beliefs

Policy Support

Behaviors


Media Attention

Demographics

Key Beliefs

Policy Support

Behaviors


Media Attention

Demographics

Key Beliefs

Policy Support

Behaviors


Media Attention

Demographics


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




WhiteFemale

Male












Key Beliefs

Policy Support

Behaviors


Media Attention

Demographics

Key Beliefs

Policy Support

Behaviors


Media Attention

Demographics

Key Beliefs

Policy Support

Behaviors


Media Attention

Demographics


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




WhiteFemale

Male












Key Beliefs

Policy Support

Behaviors


Media Attention

Demographics

Key Beliefs

Policy Support

Behaviors


Media Attention

Demographics


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




WhiteFemale

Male












Key Beliefs

Policy Support

Behaviors


Media Attention

Demographics

Key Beliefs

Policy Support

Behaviors


Media Attention

Demographics


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




WhiteFemale

Male












Key Beliefs

Policy Support

Behaviors


Media Attention

Demographics

Key Beliefs

Policy Support

Behaviors


Media Attention

Demographics


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.

http://www.plosone.org/article/info%3Adoi%2F10.1371%2Fjournal.pone.0017571

http://www.climatechangecommunication.org/images/files/GlobalWarmingsSixAmericas2009c.pdf

http://www.climatechangecommunication.org/sites/default/files/reports/roser-renouf_et_al_6_ams_processing_chptr_website%20version_0.pdf

Documents

Maryland’s Six Climate Audiences – Communication Suggestions Consortium Webinar Wednesday, July 30, 2014 3-4 p.m