Climate change communications - dipping a toe into public motivation

Abstract

In February 2005 Campaign Strategy Ltd1 and Cultural Dynamics2 (CDSM Cultural Dynamics Strategy and Marketing) commissioned a nationally representative telephone survey of over 1000 adults, who were asked a number of questions about climate change. Some of those results3 are reported here. The same sample was asked a large number of other questions about environmental issues, and their political identity. They were also asked ten questions about their lives which enable Cultural Dynamics to place them into 12 ‘Value Modes’ groups, within three broad psychological Motivational Groups. This audience segmentation model has been widely used by political parties, by NGOs and by multinational organizations.