The Segmentation
The centrepiece of Climate Compass is a segmentation of Australian audiences based on their attitudes and beliefs about climate change.
ALARMED - 26% of the Australian Population
The Alarmed have the highest levels of concern about climate change. They believe humans are fully responsible for climate change and believe that climate change impacts will affect current and future generations
ALERT - 5% of the Australian Population
The Alert are highly concerned about climate change but think that other issues are more important. They also struggle to believe that any action they take will have an impact and some even believe that it is too late to take action on climate change at all.
CONCERNED - 23% of the Australian Population
The Concerned have slightly lower levels of worry about climate change but still see it as an important issue. They agree with the science of climate change but think it will be more of a problem for future generation so they have less urgency for action.
CAUTIOUS - 17% of Australian Population
The Cautious express some worry about climate change but overall feel its an issue for the future and that other things are more important right now. Some of them don’t fully believe that humans are responsible for climate change and they are concerned about the risks of phasing out fossil fuels.
DISENGAGED - 5% of the Australian Population
The Disengaged are not engaged in climate change or any political issues. They are uncertain on the science of climate change and think if it is real that it is a problem for future generations and won’t affect them.
DOUBTFUL - 15% of the Australian Population
The Doubtful are not convinced on the science of climate change and don’t believe that humans are the cause so they don’t agree that it will affect them or future generations or see any need for urgent action. They believe that moving away from fossil fuels will damage the economy or have other negative impacts.
DISMISSIVE - 10% of the Australian Population
The Dismissive are climate deniers, they either don’t believe climate change is happening at all or think it is a natural process not influenced by humans. They may be actively taking action to try and delay or stop action on climate change.
Reference Group
Climate Compass project is led by a reference group of communications and campaigning professionals from some of Australia’s largest research and environmental organisations.
Acknowledgements
The Climate Compass segmentation is modelled after the ‘Six Americas’ a seminal piece of climate change reasearch from Yale University and George Mason University first conducted in 2015.
Academic Advisory Panel
Climate Compass is overseen by a panel of Australian and international experts and academics in climate change communications, behaviour change communications, social change and psychology.
- Prof. Kelly Fielding, School of Communication and Arts, The University of Queensland.
- Prof. Don Hine, Head of School, Psychology, Speech and Hearing. University of Canterbury, NZ.
- Prof. Winnifred Louis, School of Psychology, University of Queensland
- Dr Carmen Lawrence, Professor Emirita, UWA
- Dr. Belinda Xie
Project Team
Climate Compass research fieldwork and analysis is undertaken by Fiftyfive5
Nicole Krause
Senior Strategist, Story & Research, Project Lead
Dr Rebecca Huntley
Director, Data, Research & Insights, 89 Degrees East Research Advisor
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