Doug Rubin's startup, Northwind Climate, identifies unique consumer segments concerning climate change, revealing surprising data. The "climate doers" group, representing 15% of U.S. consumers, not only prioritize eco-friendly purchases but also frequently dine at fast food establishments; notably, 30% are Republicans. Northwind Climate uses behavioral analysis over demographic distinctions to categorize consumers into five groups and aims to communicate effectively across these categories, including traditionally difficult audiences like climate deniers. The startup recently raised $1.05 million to expand its insights and methodologies.
Turns out that the climate doers category actually are the consumers who most frequent fast food restaurants, which challenges common perceptions about their purchasing habits.
In addition to climate doers, who comprise about 15% of all U.S. consumers, Northwind Climate has identified four other behavioral groups.
Even in the climate deniers bucket, there are messages and ways that work with them, indicating that effective communication can reach diverse audiences.
For climate doers and climate distressed consumers, automakers should frame electric vehicles as a matter of choice, enhancing appeal and encouraging purchases.
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