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It’s all about the audience

Understanding our audiences, and what motivates them, is key to telling truly impactful climate-based stories.

The research team at More In Common carry out in-depth polling to analyse public opinion, using a system that divides our society into seven different categories based on our core beliefs and psychology. It’s worth checking out this detailed breakdown of the segments and a host of useful, up-to-date insights about the way people think and interact with others in the UK, in Britain Talks Climate, created by Climate Outreach.

In the video to the right, Solitaire Townsend (Co-Founder of sustainability and storytelling agency Futerra) talks about the role of storytelling in relation to sustainability and climate change, and presents another framework we can use to communicate climate messaging more effectively to different audiences: Pat Dade’s Values Modes. Dade’s work lays out three social profiles based on our values and how they underpin our behaviours: Settlers, Prospectors and Pioneers – or, Bricks, Golds and Greens.

Buying in to sustainability

Solitaire Townsend
YouTube

So how can we apply this framework more specifically to our audiences?

Bricks: Their drive for security means that Bricks focus on their family and home. While global warming is too remote for Bricks to worry about, they know if their neighbour is sick and they are willing to lend a hand. 

Golds: In their search for esteem, Golds want the symbols of success in everything they do. 50% of our audience are golds.  

Greens: Greens want to be at the bleeding edge. They worry about the climate and were the first on their block to buy a hybrid electric car. Of course, they got rid of that car as soon as the Golds started buying them. 

No one knows your audiences better than you. Having an awareness of what engages and inspires them (as well as what alienates them) is crucial to the stories we tell – so what more can we do to ensure we meet them where they are?

Only a third (35%) of the public can correctly identify what ‘net zero’ actually means

More In Common Insights on Climate and Net Zero, November 2023

How we talk about net zero is key. With data suggesting that many members of the public aren’t confident in their understanding of net zero as a term, it’s important that we find ways to engage with our audiences on the subject without condescending or confusing people. Language is powerful, as these graphs from More In Common demonstrate – support for net zero policies increases by 10 percentage points, with significant increases in every segment, when presented using less complex and more balanced language. 

​​While stories about climate justice might fire up our ‘Green’ viewers, ‘Bricks’ are more likely to be galvanised by stories about how climate change will impact them, their families and their communities; and ‘Golds’ by stories about the latest, state-of-the-art decarbonising technology.

How important do you think it is that Britain ends its contribution to climate change?

 

 

 

 

When asked: How important do you think it is that Britain ends its contribution to climate change? More In Common survey results averaged 31%.

When asked: How important do you think it is that Britain ends its contribution to climate change? More In Common survey results averaged 31%.

(Percentage selecting ‘very important’ or ‘somewhat important’ minus those selecting ‘somewhat important’ or ‘very important’)

Source: More In Common, January 2024

This chart shows that when asked: How important do you think it is that Britain reaches net zero? More In Common survey results averaged 55%.

When asked: How important do you think it is that Britain reaches net zero? More In Common survey results averaged 55%.

(Percentage selecting ‘very important’ or ‘somewhat important’ minus those selecting ‘somewhat important’ or ‘very important’)

Source: More In Common, January 2024

How important do you think it is that Britain reaches net zero?

How important do you think it is that Britain balances the amount of carbon dioxide we release into the atmosphere with the amount we remove from it?

This chart shows that when asked: How important do you think it is that Britain balances the amount of carbon dioxide we release into the atmosphere with the amount we remove from it? More In Common survey results averaged 69%.

When asked: How important do you think it is that Britain balances the amount of carbon dioxide we release into the atmosphere with the amount we remove from it? More In Common survey results averaged 69%.

(Percentage selecting ‘very important’ or ‘somewhat important’ minus those selecting ‘somewhat important’ or ‘very important’)

Source: More In Common, January 2024

Climate change consistently ranks in the top five issues people in Britain are concerned about

(More In Common, Issues Tracker April 2023)

Whilst cost of living ranks as the most important issue all 7 audience segments are concerned with, climate often ranks above other important issues such as crime, jobs and unemployment, and education – but this isn’t always accurately reflected in our media or sufficiently catered for in our TV programming.

  • One in four Brits feel climate change is harming their physical or mental health.
  • A fifth feel that loss of nature and wildlife is harming them.

Engagement and Concern – Britain Talks Climate 2024