In early 2008, global warming advocates came together to begin the process of developing an overarching narrative, or Common Message Platform, to identify the shared ideas, values and explanations that provide the foundation for a national conversation on global warming over the long term. The framing guide that has been developed is informed by several sources, including the experiences of the environmental and climate communities, the thinking of strategic advisors, and a body of research conducted in recent years, as well as new research conducted specifically for this project.

Tufts University

It has often been noted that levels of knowledge and awareness about environmental issues have dramatically increased over the last two decades.

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.

Knox College

Through surveys and interviews with sample populations, the researchers determine that materialistic values have a negative impact on social behaviours.

The future of environmental advocacy becomes clear when Canada's environmental heritage is contrasted with Sweden and Denmark's, pinpointing minor changes which can shift from a society where eco-f

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.

Environics Research Group

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

Knox College

Our species must confront the looming ecological crisis, but perhaps more grave than that is the crisis of values that is upon us. The priority we have given to “developing,” and thus damaging, our habitat is partly the result of a set of values highly focused on maximizing economic growth, pursuing our own self-interested desires, and obtaining remarkably high levels of personal consumption. Self-enhancing, materialistic values are associated with less beneficent environmental attitudes, but worse than that, some research shows that they are associated with behaving in less ecologically sustainable ways.
Author: Dr. Tim Kasser

FrameWorks Institute

This memo outlines the broad cultural conversation that needs to take place in order to engage a large Canadian constituency in supporting serious global warming policies and programs, using FrameW

Institute for Resources, Environment and Sustainability

The goal of contributing to positive social change in the direction of increased sustainability usually takes two forms: policy analysis to aid decision-makers, and informative or educational

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