Britain Talks Climate is an evidence-based toolkit designed to support any organisation that wants to engage the British public on climate change. It offers a shared, strategic understanding of the British public, and – against a backdrop of growing concern about polarisation – identifies effective ways to engage across the whole of society.
The segmentation research underpinning Britain Talks Climate reveals a public that is fractured but not deeply polarised, with climate change emerging as an issue that has the potential to unite us. But building narratives that resonate with a diverse range of values and everyday concerns is critical for the long-term goal of deepening public engagement – and keeping it there.
- Britons know that climate change is real and that humans are causing it
- Climate change is consistently seen as a concern for ‘everybody’
- Certain values and ideas have almost universal resonance across Britain
- All segments acknowledge some (unintended) positive aspects of the Covid-19 lockdown
- No-one wants to go back to ‘normal’ after the worst of the pandemic is over
The summary explains the motivations behind Britain Talks Climate and previews some of the themes to look out for as you move through the rest of the toolkit.