Achieving national reductions in greenhouse gas emissions will require public support for climate and energy policies and changes in population behaviors. Audience segmentation – a process of identifying coherent groups within a population – can be used to improve the effectiveness of public engagement campaigns. Government agencies, non-profit organizations, and businesses seeking to engage the public can selectively target one or more of these audiences rather than address an undifferentiated general population. Download the Article Here.
Identifying Like-Minded Audiences for Global Warming Public Engagement Campaigns: An Audience Segmentation Analysis and Tool Development
