ecoAmerica uses consumer marketing tools and psychographic research methods to track public opinion on the environment. The summary of their latest survey identifies a number of trends related to how Americans feel about environmental and climate issues.
Some of their key findings include:
- Political affiliation is a key indicator of opinions. (p. 8)
- Younger Americans (age 18-24) exhibit the fewest environmental values and behaviors, with older Americans (age 55-64) as the most concerned and engaged. However, Americans 65+ are most likely to be climate skeptics. (p. 12)
- Americans tend to agree about "traditional concerns" like preserving nature, curbing pollution and protecting one's health. (p. 6)
- Environmental support wanes with the economy. (p. 11)
- Americans are feeling confused, overwhelmed and fatalistic. (p. 24)
- The connection between weather and climate is not being made by many Americans. (p. 22)
While the summary focuses primarily on the survey findings, ecoAmerica also incorporates a few recommendations throughout the report, including:
- Reposition climate solutions as "masculine" in order to appeal to Americans who perceive energy options like wind and solar as "feminine."(p. 18)
- Tap into specific types of "environmental morality" to engage with Americans that are less traditionally involved in environmental issues. (p. 19)
- Focus on personal/local impacts (with examples and stories) to help people make a connection between climate and weather. (p. 22)
