Resource Type: Evaluation & Measuring Progress

Learn how to improve your advocacy (quickly) with state of the art research techniques. The perennial conflict in research – quality vs. speed – is a compromise no more, with quick-turn-around numeric tools and always-on focus groups you can trust, rigorous public opinion research and detailed audience engagement measures. Join Potential Energy as they share tips on research methodology and tools, and how you can get for-profit insights on a non-profit budget. Find out how to get deeper audience understanding that will make your messages truly connect with your audience for greater impact.

In 2021, we saw high and enduring public support for a range of actions that would address the climate crisis and put the country on a path to a cleaner future. The 70% of Americans who say they are at least “somewhat” worried about global warming is the highest figure recorded since this surveying began in 2008. A September 2021 poll also found that 70% of Americans believe that global warming is affecting weather in the United States, a new high. Americans are most likely to believe that global warming is having at least “some” effect on hot weather events such as extreme heat (68%), wildfires (67%), and droughts (66%). While Pew found that 65% of Republican voters in early 2020 believed that the country should prioritize renewables over fossil fuels, more Republican voters in April 2021 said that expanding fossil fuels should be the country’s energy priority (52%) than developing alternative energy sources (47%). However, Republican voters reported far less confidence in Republican politicians in their ability to handle environmental issues, as compared to other issues such as the economy or immigration. More Democrats said that passing a bill to address climate change and its effects should be a “top priority” for Congress (56%) than any other priority aside from stimulating the economy to recover from the coronavirus pandemic (60%) and passing a healthcare reform bill (57%). This report also includes survey data summaries about Build Back Better, scientists as trusted authorities, and holding corporations accountable.

With so much passing through our inboxes every day, it’s easy to lose sight of what’s really valuable. As 2021 finishes off, I wanted to circle back on some of the most insightful, novel, or important pieces of research that I’ve come across from the last year or so. These are the case studies, experiments, surveys, reports, and toolkits—on a range of themes—most worth remembering as we head into 2022. Think of this as an early evidence-based Christmas for climate advocacy!
Since any one research study can only tell us so much, I’ve emphasized resources that give us the widest aperture of evidence, such as literature reviews, meta-analyses, and large-scale experiments that test a variety of messages, messengers, etc. Among the research below, there are some that deepen our knowledge and increase our confidence on key questions (such as the value of emphasizing scientific consensus), while others expand horizons in new directions (such as new hard-won lessons from just transition campaigns).
One theme that emerges that’s worth contemplating as we close the year is a ‘back to basics’ perspective. That scientific consensus message is still key; environmentalist messengers talking about green jobs isn’t sexy, but it works; promote health impacts, health benefits, and include a call to action; and long-term organizing paired with authentic coalition building* remains the foundation of enduring people power.