Identifying Like-Minded Audiences for Global Warming Public Engagement Campaigns: An Audience Segmentation Analysis and Tool Development

Mar 30, 2011 | All Categories, Journal Articles

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.