Environmental Choices™ section report 2.a: Influencers on Climate Change & Social Tipping Points

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Date Created :
Oct 04, 2010 12:17:04

This report focuses on influencers - those people who are making an impact on public opinion concerning climate change. The analysis considers how much prominent influencers are considered to be effective in shaping opinion, and how much they are thought to be wrong-thinking and/or annoying. Additionally, the study measures the influence of organisations and word-of-mouth on public perception of climate change.

Questions addressed

• How much do public figures - politicians, celebrities, and eminent figures or scientists - affect attitudes towards climate change?
• Which public figures are highly regarded or mistrusted on this subject?
• How much impact have the leading international campaigning organizations had in affecting attitudes?
• What cultural events have affected attitude?
• How much do people talk to their peer groups? How much influence do peer groups have?
• How does national, socio-demographic and the 3-fold attitudinal clustering affect the potential influencers’ impact and the amount the public discusses this area?

Quote:

“Internationally, Greenpeace is the organisation which is most recognised as being active in climate change: by 53% of Canadians, 62% of English people and 36% of Americans”

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