Alarmist, Disbeliever, Concerned, or Just Confused?

A marketing study just released by MindClick today provided some interesting tidbits.

According to the summary report, there are five distinct consumer segments that explain the American response to global warming and climate change:

  • 13% are “Alarmist”. The alarmist is extremely concerned about global warming. They hold big business, industry, and government responsible for global warming. They believe that global warming is effecting their health.
  • 11% are “Optimists”. The optimists are extremely concerned as well, but they feel big business, industry, and government are tackling the problem of global warming.
  • 31% are “Worried”. The “worried middle” are highly concerned about global warming. They worry that the almighty dollar and profit motivates business, industry, and government from seeking real solutions to the problem.
  • 27% are “Confused”. The confused are undecided about global warming, yet “moderately” concerned. Nonetheless, they look to business and the rest (you know, industry; government) to address the problem.
  • 18% are non-believers. The non-believers can’t stand the alarmists, are suspicious of the Optimists and Worried Middle, and just feel sorry for the confused. Many of them blame the whole thing on Al Gore and think this talk of global warming and climate change should just go away. There is no such thing as global warming; they think business, industry, and government are just fine as they are, thank you.

While I have taken some editorial license with the verbiage, the numbers and categorization is directly from the marketing report.

I suppose we’re just preaching to the choir with the Alarmists. I admire the Optimists, but hope they remain vigilant. The non-believers I have responded to here in this blog in the past. Whatever. The Confused and the The Worried Middle are the ones we’d love to hear more from.

This is the second of MindClick’s “Consumer Global Warming Monitor”, a quarterly study started in December of 2006. We’ll keep our readers apprised of future reports.

global warming climate change marketing

Thomas Schueneman
Thomas Schueneman
Tom is the founder and managing editor of and the PlanetWatch Group. His work appears in Triple Pundit, Slate, Cleantechnia, Planetsave, Earth911, and several other sustainability-focused publications. Tom is a member of the Society of Environmental Journalists.

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