October 1, 2023

Climate Consumer Segments

When thinking about how our design will be received, it’s helpful to have an understanding of how our audience interprets climate information. This allows us to communicate who we’re designing for, who we’re not designing for, and why.

One audience segmentation comes from the School of the Environment at Yale University in the United States. The research supporting this segmentation this is only from the U.S., but is a good general starting point:

And segments can be further broken down by their inclination to action:

This report is one of several resulting from the large, multi-year Climate Change in the American Mind study. They have also conducted international studies, including International Public Opinion on Climate Change, 2022.