Resource Type: Research & Articles

For clean energy engagement with (English speaking) Latino parents on Facebook, testing suggests, cities (rather than school districts) make for campaign targets that garner more support. Additionally, use low-production value videos (text cards & stock footage) rather than high-production value videos (with custom footage and interviews): they produced similar action rates, and in addition to being more cost effective, the low production value videos had higher viewership rates, and can be quicker to make. This research was conducted as part of a field research grant to Climate Parents from the Climate Advocacy Lab.

More Americans are alarmed about climate change. Survey research identified six unique audiences within the American public that each responds to the issue of climate change in their own distinct way: alarmed, concerned, cautious, disengaged, doubtful, and dismissive. Between 2014 and 2020, the percentage of the population that is alarmed by climate change more than doubled and by April of 2020 over half of all American adults were in one of the two most worried segments – alarmed (25%) and concerned (28%).