The Five Canadas of Climate Change: Using audience segmentation to inform communication on climate policy

Abstract

This study examines how unique audience segments within the Canadian population think and act toward climate change, and explores whether and how the level of audience engagement moderates the effect of various messages on support for climate policy. Drawing on a random probability sample of Canadian residents (N = 1207) conducted in October 2017, we first identify and describe five distinct audiences that vary in their attitudes, perceptions and behaviours with respect to climate change: the Alarmed (25%), Concerned (45%), Disengaged (5%), Doubtful (17%) and Dismissive (8%). We then explore how each segment responds to different messages about carbon pricing in Canada. We find that messages alluding to earmarking (i.e., “Invest in solutions”) or leveling the playing field for alternative energy sources (i.e., “Relative price”) increase support for a higher carbon price among the population as a whole. However, these messages decreased support for carbon pricing among more engaged audiences (e.g., Alarmed) when a low carbon price was specified to the respondent. Meanwhile, the “Relative price” is the only message that increased policy support among less engaged audiences–the Concerned and the Doubtful. In addition to highlighting the importance of tailoring and targeting messages for differently engaged segments, these results suggest that communicating around the specific consequences of carbon taxes for the prices of some goods may be a fruitful way to enhance support for carbon taxes among relatively less engaged audiences.

Climate change concern and discourse among nature lovers

“…The regular events held by nature-related organizations have a social component in which members could potentially talk about climate change. Alarmed members, who are more likely to want to talk with friends about climate change 4 , could help increase the con dence of less concerned members in their climate change beliefs 6,31 . Encouraging these organizations to create opportunities for discussing climate change with this receptive audience could help to increase the acceptability of climate change action.…”

“…In the United States, only 38 percent of the Concerned and less than 15 percent of the other categories did so 5 . In Canada, the Concerned were much less likely than the Alarmed to feel very informed about climate change or very con dent in their beliefs, and they were also much less likely to talk about climate change with family and friends 4 . Discussing climate change with family and friends is a step towards climate action, however, as it creates "a positive feedback loop that encourages deeper engagement with the issue of climate change" and also demonstrates that others care about the issue 6 .…”

“…The Five Canadas of Climate Change 4 is a counterpart to Global Warming's Six Americas 3 , in which respondents are categorised along a continuum from Alarmed to Dismissive about climate change. Those Concerned about climate change but not Alarmed are less con dent in their climate change beliefs than the Alarmed, and relatively unlikely to talk much about climate change with family and friends 4 .…”

“…Despite general agreement in both Canada and the United States that climate change is happening and primarily human-caused 1,2 , the majority of people in both countries are reluctant to talk about it 1,3,4,5 .…”

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One barrier to action on climate change is not talking about it. The majority of Americans and Canadians are concerned about climate change 1,2 but are reluctant to discuss it with family and friends 1,3,4,5 . Finding comfortable opportunities to promote conversation about climate change would help increase the acceptability of climate actions 6 .

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