Earthjustice, American Environics, Nathan Cummings Foundation

American environmentalists today face a paradox. On the one hand, the environmental agenda of conservation and pollution reduction is wildly popular. On the other, environmental protections continue to be rolled back in Washington. What explains this apparent disconnect?  American Environics conducted a values-based, psychographic segmentation of the electorate to identify the values shared by environmentalists. Earthjustice and other environmental organizations that are seeking to grow
their membership and diversify their memberships demographically must engage in strategies that can bridge gaps between environmental groups and other socially activists.

Tallberg Foundation

The purpose of the 2008 Tallberg forum was threefold: to explore ‘boundary conditions’ imposed on man by nature; to identify and prioritize ‘counter-tipping points’; an

Yale Project on Climate Change

Drawing on a scientific survey of American climate change beliefs, attitudes, policy preferences, and behaviors, our research has found that the public falls into six distinct groups – each of which currently engages (or not) with the issue in a unique way. The report introduces the six groups by briefly describing each and highlighting how they differ from one another.

Swirl Inc.

An examination of the importance of social media in drawing attention to political / social issues.

The Social Capital Project, EarthJustice

A values-based segmentation study, the Ecological Roadmap shows how different segments of the public relate to environmental issues - and why. Most Americans care about the environment but don’t like environmentalists and, increasingly, don’t trust environmental advocacy groups. Nonetheless, the report takes a closer look (through statistics, interviews, and other data) at those Americans who could be a vanguard of environmental behaviour - The Greenest Americans - and their place in an America that also houses the UnGreens.

The 1997 Kyoto Protocol has had little measurable effect on per capita emissions, even in the countries that have agreed to national targets. Instead, what we have seen is that developed countries have reached a plateau of per capita emissions as they've reached specific stages of development. Many developing countries that are experiencing explosive economic growth have not yet reached per capita emissions plateaus and also have rapidly rising populations. One of the best strategies for reducing future greenhouse gas emissions is population stabilization, as quickly as can be achieved by non-coercive means.
Author: Dr. Fred Meyerson

Environics Research Group

Canadians do care about the environment and do want to act, but face obstacles — not all of their own making.

Viewpoint Learning, Inc.

It is time to stop underestimating not only the public’s desire for a more sustainable future but also the value and potential benefit of engaging customers and citizens as full partners in t

World Wildlife Federation

With the mainstreaming of environmental issues in the past number of years, we have seen a marketing model used to encourage people to change their


Using the StoryTellingsTM methodology, members of the general public and ‘thought leaders’ were gathered into small groups and guided through storytelling and brainstorming sessions.

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