![]() ![]() Overall, Americans are becoming more worried about global warming, more engaged with the issue, and more supportive of climate solutions. The Concerned, Disengaged, Doubtful, and Dismissive segments have remained relatively similar in size over the last decade. Conversely, the Cautious segment has decreased in size from 29% in 2012 to 17% in 2022 (-12 percentage points). The Alarmed segment is now similar in size to the Concerned (27%). population in 2012 to 26% in 2022 (+14 percentage points). The Six Americas Over Time Since 2012, the Alarmed segment has more than doubled in size, growing from 12% of the U.S. The Six Americas are distinguishable on all these dimensions, and display very different levels of engagement with the issue. The survey questionnaire included extensive, in-depth measures of the public’s climate change beliefs, attitudes, risk perceptions, motivations, values, policy preferences, behaviors, and underlying barriers to action. The six audiences were first identified using a large nationally representative survey of American adults conducted in the fall of 2008. The Dismissive believe global warming is not happening, human-caused, or a threat, and most endorse conspiracy theories (e.g., “global warming is a hoax”). ![]() They do not think much about the issue or consider it a serious risk. The Doubtful do not think global warming is happening or they believe it is just a natural cycle. They rarely or never hear about it in the media. The Cautious haven’t not yet made up their minds: Is global warming happening? Is it human-caused? Is it serious? The Disengaged know little about global warming. However, they tend to believe that climate impacts are still distant in time and space, thus climate change remains a lower priority issue. The Concerned think human-caused global warming is happening, is a serious threat, and support climate policies. Most, however, do not know what they or others can do to solve the problem. The Alarmed are convinced global warming is happening, human-caused, an urgent threat, and they strongly support climate policies. Want to know which of the Six Americas you are in? Take the short Six Americas Quiz! ![]() Our research has identified “Global Warming’s Six Americas”: six unique audiences within the American public that each responds to the issue in their own distinct way. Artwork by Michael Sloan One of the first rules of effective communication is to “know thy audience.” Climate change public engagement efforts must start with the fundamental recognition that people are different and have different psychological, cultural, and political reasons for acting – or not acting – to reduce greenhouse gas emissions. ![]()
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