Types of audience - according to worldviews
It can feel uncomfortable to put people in boxes , and it should , but it can be helpful when it comes to marketing to or convincing people ' not like you ' of an idea . This is called audience segmentation .
The charity
Climate Outreach has conducted studies into the attitudes of the UK public to climate change . They have segmented audiences according to their views , which can help the climate movement move beyond ' preaching to the converted ' and engage with people in positions of power and influence . To reach beyond our peers , it is important to understand the preferences , values , interests , needs , concerns , fears , desires , habits , backgrounds , beliefs , etc of diverse audiences . With this understanding , we can build common ground and connect to what people love to show them the value added of taking climate action .
According to Climate Outreach , there are three audiences in particular that can help us to tackle climate-related issues - ( A ) ' progressive activists ' ( 13 % of the UK population ) that are already on board but may struggle with anxiety and immobilisation ; ( B ) ' backbone conservatives ' ( 15 %) who are proud of the British countryside and rural life ; and ( C ) ' civic pragmatists ' ( 13 %) who care a lot about community and the environment but may not be as active in climate politics as they could be .
A B C
Young Voted Remain Creative May support Labour or Green Compassionate Global Affluent Tolerant Fair Educated
Practical British Pride Trusting Conservative Respectful Older Hardworking Traditional Well-off
Tolerant Voted remain Fair Compromising Educated Compassionate Global Environmental Liberal Moderate
Do any of these categories resonate with you ? Who do you need to convince of your idea ?
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