Across the globe, people on the left of the political spectrum are generally more open than those on the right to taking personal steps to reduce the effects of climate change. According to a study by Pew Research Center, this mindset is particularly apparent among US citizens.
The research shows that left-wing US citizens are more than twice as likely as those with right-wing beliefs (94% versus 45%) to modify how they live due to climate change. Meanwhile, those in Canada (98% versus 72%), The Netherlands (84% versus 59%) and Australia (90% versus 67%) are similarly divided when it comes to beliefs about responding to the climate crisis.
Tapping into these ideological differences, environmental organisations are experimenting with messaging designed to appeal to those with more conservative beliefs. One example is Among Equals’ climate campaign, which uses war-time language to communicate the urgent need to address the climate crisis.
Strategic opportunity
To reach diverse audiences on climate change issues, make sure to adapt your language and visual identity to reflect different ideological standpoints. Avoid conventional eco-conscious strategies that will only resonate with early adopters