Dear Friends,

We are pleased to announce the publication of a new article “Global Warming’s Six Americas: a review and recommendations for climate change communication” in the journal Current Opinion in Behavioral Sciences.

Strategic communication requires the identification and understanding of target audiences for tailored communication. The Global Warming’s Six Americas analysis segments the U.S. public into six distinct audiences who each respond differently to the issue of climate change. The segments include the Alarmed, Concerned, Cautious, Disengaged, Doubtful, and Dismissive.

We first developed this framework in 2008 and have been studying and tracking changes in the groups for over a decade. The framework and segmentation approach has also been used to assess specialized audiences (e.g. broadcast meteorologists) and other countries (e.g. India, Australia, and Germany).