Since the original Britain Talks Climate research (based on More in Common’s Core Beliefs model) was published in November 2020, we’ve applied its insights to a number of new evidence-based, practical projects and resources.
Reviewing Britain’s seven segments (Nov 2022)
Building an effective response to climate change that includes the public in the ownership and delivery of those goals is a complex and difficult task. This can be especially difficult as the political and social landscape, and public opinion alongside it, is constantly shifting.
This review builds on collective knowledge about the seven British segments described in Britain’s Choice and Britain Talks Climate, summarising the findings of eleven research projects that tested messages with the seven British segments over the past two years.
The review pulls out recommendations, highlighting frames and language that work consistently well when talking about climate change, and also those that should be used in a more targeted way. The work focuses on six commonly used themes:
Nature; Health and wellbeing; Money, jobs & economy; Britain’s role as a global leader; Social connections; Doing your bit.
Net zero, fairness and climate politics (April 2022)
One of the most important factors influencing whether citizens support net zero policies is whether they view them as fair – a consideration that has become increasingly important around the world with energy prices continuing to rise.
Between January and April 2022, we conducted a research project mapping how people across different segments of Britain Talks Climate feel about net zero and what underpins their views on fairness. The results of this work are presented in a new page called Net zero, fairness and climate politics. We included all segments in our survey data but, due to the topic, in the focus groups we focused particularly on Conservative-leaning segments; we have updated the pages for Established Liberals, Loyal Nationals, Disengaged Traditionalists and Backbone Conservatives. We also created a new page called Trust bringing together various existing Britain Talks Climate insights on trust and integrating insights from this new 2022 work.
Case studies (Oct 2021)
Britain Talks Climate provides practical advice on identifying and reaching different audiences.
Following the release of the Britain Talks Climate toolkit, a number of organisations have used the Putting it into practice section to reach segments online. We have added new case studies on how organisations Forward Action, Hope for the Future and Living Streets have generated digital leads using Britain Talks Climate framing, as well as tips for creating Facebook profiles for Britain Talks Climate segments. These are practical examples to help inspire organisations’ own digital efforts.
Britain Talks COP26 (Sept 2021)
Hosting COP26 in the UK is a key opportunity to unite British opinion around the need for climate action. But it can be challenging, especially in the context of a complex conference and Covid-19 – so we worked to support climate communicators and campaigners in engaging people around COP26 in ways that resonate across a broad base of society.
Our report Britain Talks COP26 provides eight key insights and recommendations for doing just that. It is accompanied by a summary guide written for participants in our Climate Engagement Lab, and a webinar in which we discussed and shared evidence-based practical insights from this work.
Reports & guides
Climate comms during Covid-19 (May 2021)
How can public engagement on climate change build on the experiences of Covid-19 and lockdowns in the UK? We ran a national survey based on Britain Talks Climate of 1,500 Britons in December 2020, and published a guide presenting our insights and eight recommendations for talking climate in the context of Covid-19. We also shared these findings in the accompanying webinar below.
Reports & guides
Demographics (Feb 2021)
We produced a spreadsheet with a detailed data breakdown showing where each of the seven British segments fall along demographic variables, as well as details about the segments’ average living and housing situations, media consumption, and voting behaviour.
We also had an opportunity to understand how to engage with UK rural citizens in ways that are meaningful and relevant to them. Policies for a low carbon future present rural communities with unique challenges and opportunities, in particular in terms of transport, work and the way that land is used. We dived into our Britain Talks Climate research to draw out relevant insights and recommendations for this group and presented our findings in this slidedeck.
Reports & guides
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