2009-05-19 Global Warming's Six Americas

2009-05-19 \Anthony Leiserowitz\Edward Maibach\Andrew Light Center for American Progress \global warming/positions\reports\global warming denial http://www.americanprogress.org/issues/2009/05/6americas.html Global Warming’s Six Americas: An Audience Segmentation Analysis Global Warming's Six Americas The link is a (long) summary; the full report (140 pages, PDF, dated {{date|2009-05-20|May 20 {{datecat|2009-05-20}}) is here (alt). There are six unique segments of the American public that each engage with the issue of global warming in their own distinct way. Just over half of American adults (51 percent) are either Alarmed or Concerned about global warming, and these individuals are poised to vote on the issue with their pocket books and at the ballot box.

The Alarmed (18 percent of the U.S. adult population) are the segment most engaged in the issue of global warming. They are very convinced it is happening, human-caused, and a serious and urgent threat. The Alarmed are already making changes in their own lives and support an aggressive national response (see graphs below).

The Concerned (33 percent) are also convinced that global warming is a serious problem and support a vigorous national response. Members of this group have signaled their intention to at least engage in consumer action on global warming in the near term, but they are less personally involved in the issue and have taken fewer actions than the Alarmed.

The Cautious (19 percent) also believe that global warming is a problem, although they are less certain that it is happening than the Alarmed or the Concerned. They do not view it as a personal threat, and do not feel a sense of urgency to deal with it.

The Disengaged (12 percent) do not know and have not thought much about the issue at all and say that they could easily change their minds about global warming.

The Doubtful (11 percent) are evenly split among those who think global warming is happening, those who think it isn’t, and those who do not know. Many within this group believe that if global warming is happening, it is caused by natural changes in the environment. They believe that it won’t harm people for many decades, if at all, and they say that America is already doing enough to respond to the threat.

The Dismissive (7 percent), like the Alarmed, are actively engaged in the issue, but are on the opposite end of the spectrum. Most members of this group believe that global warming is not happening, is not a threat to either people or non-human nature, and strongly believe that it does not warrant a national response. The summary doesn't mention it, but the full report discusses demographics of the various groups, including gender -- which reveals a very interesting gender split among the skeptics, as pointed out by Richard Black of the BBC (and commented on further by digby):
 * 2009-12-15 COP15: Climate 'scepticism' and questions about sex
 * 2009-12-15 The Manly Deniers

&ldquo;There are six unique segments of the American public that each engage with the issue of global warming in their own distinct way. Just over half of American adults (51 percent) are either Alarmed or Concerned about global warming, and these individuals are poised to vote on the issue with their pocket books and at the ballot box.&rdquo;  {{:project:code/show/link}} 