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The resources listed in this section are provided to help our Partners communicate for conservation and effectively educate for action. If you have suggestions for market research, communications strategies, or other communications resources for us to include, let us know! Thank you!
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Climate Change in the
American Mind: Americans’ Global Warming Beliefs and Attitudes in June 2010
Leiserowitz, A., Maibach, E., Roser-Renouf, C., & Smith, N. (with Yale University and George
Mason University) 2010 |
This national survey collected information about Americans’ opinions on climate change. It asks questions about their belief in climate change, their level of worry, trustworthy sources of climate information, and their predictions for the future. The study shows opinions over time (June 2010, January 2010, November 2008), and political identity. |
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GENERATION M2 - Media in the Lives of 8- to 18-Year-Olds
Henry J. Kaiser Family Foundation 2010 |
This study regarding the use of media by teens and tweens demonstrates the powerful force of various media in young people’s lives. The report found that teens and tweens spend more time with media than in any other activity besides (maybe) sleeping — an average of more than 7½ hours a day, seven days a week. It includes much useful information like the types of media youth use, which they own, how much time they spend with each medium, which activities they engage in, how often they multitask, and how they differ from one another in the patterns of their media
use. |
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Social Media and Young Adults - Social Media & Mobile Internet Use Among Today's Teens and Young Adults
Pew Research Center 2010 |
This report is part of a PRC series of reports exploring the behaviors, values and opinions of the teens and twenty-somethings that make up the Millennial Generation. It presents findings on 2000-2009 trends in the use of social networking sites, features, and applications such as Twitter; method of Internet access; frequency of use, and online purchases and other activities by age group, race/ethnicity, and gender.
According to the report, almost all Millennials (93%) go online, but there has been a decline in blogging among younger Americans. Millennials, however, are increasingly connecting to the internet wirelessly (81% are now) and nearly three in four of those who go online use social networking sites. |
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Millennials: Confident. Connected. Open to Change.
Pew Research Center 2010 |
Generations, like people, have personalities, and Millennials -- the American teens and twenty-somethings who are making the passage into adulthood at the start of a new millennium -- have begun to forge theirs: confident, self-expressive, liberal, upbeat and open to change. They are more ethnically and racially diverse than older adults. They're less religious, less likely to have served in the military, and are on track to become the most educated generation in American history. For environment-specific findings, see "Going Green" in Chapter 7: Lifestyle. |
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Climate Change in the
American Mind: Public Support for Climate & Energy Policies in June 2010
Leiserowitz, A., Maibach, E., Smith, N., & Roser-Renouf, C., (with Yale University and George Mason University) 2010 |
This national survey reports the general opinion of Americans on climate change and renewable energy. It investigates how strongly Americans feel about these issues, what levels of government they feel should be involved, and touches on how Americans react to the economic aspects of energy policy. The study shows the difference in opinions over time (June 2010, January 2010, November 2008), and political identity. |
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Global Warming's Six Americas, January 2010
Leiserowitz, A., Maibach, E., & Roser-Renouf, C., (with Yale University and George Mason University) 2010 |
Public concern about global warming has dropped sharply since the fall of 2008, according to the results of a national survey designed by researchers at Yale and George Mason universities and conducted from December 23, 2009, to January 3, 2010, by Knowledge Networks, using an online research panel of American adults. In line with these shifting beliefs, there has been an increase in the number of Americans who think global warming will never harm people in the United States or elsewhere or other species. Subsequent reports on public beliefs and attitudes, support for climate and energy policies, and more can be downloaded from the Yale Project on Climate Change: http://environment.yale.edu/climate/
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Climate Communications and Behavior Change: A Guide for Practitioners
Pike, Cara, Doppelt, Bob, and Meredith Herr(The Social Capital Project at The Climate Leadership Initiative)
2010 |
This guide distills the extensive global warming, behavior change, and communications research and practitioner expertise into tools and recommendations that climate leaders can easily apply. It illustrates the challenges with existing communications efforts and provides tips on how to frame and deliver outreach efforts in a way that motivates changes in thinking and behavior. The guide also offers detailed advice and tips on how to frame global warming communications and promote behavior change in ways that resonate with a range of audience segments. |
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The Climate Change Generation? Survey Analysis of the Perceptions and Beliefs of Young Americans
Feldman, L., Nisbet, M., Leiserowitz, A., & Maibach, E. (With Yale University, George Mason University, and American University) 2010 |
This national survey investigates the climate change opinions of adult Americans between the ages of 18-34. The study found that this group is generally more disengaged and thinks less about climate change than their older counterparts. However, they are more likely to believe climate change is caused by humans, more optimistic about taking action, and more trusting of scientific experts on the subject. They are also distrusting of the mainstream media. The study also shows how the targeted group’s opinions compare to the opinions of several other age groups (national average, 35-59 years and 60+ years). |
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Now Hear This: The Nine Laws of Successful Advocacy Communications
Fenton Communications 2009 |
This report offers insights and strategic marketing recommendations for nonprofits striving to influence public opinion and effect important social change. |
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Climate Change in the American Mind: Americans’ Climate Change Beliefs, Attitudes,
Policy Preferences, and Actions
Yale Project on Climate Change
George Mason University Center for Climate Change Communication 2009 |
This report identifies Global Warming's Six Americas: six unique audiences within the American public that each responds to the issue in their own distinct way. The six audiences; alarmed, concerned, cautious, disengaged, doubtful and dismissive, were identified using a large nationally representative survey of American adults conducted in the fall of 2008. The survey questionnaire included extensive, in-depth measures of the public's climate change beliefs, attitudes, risk perceptions, motivations, values, policy preferences, behaviors, and underlying barriers to action. This report introduces these Six Americas by briefly describing each audience and highlighting how they differ from one another; it concludes with detailed demographic, attitudinal, and behavioral profiles of each group. |
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Climate Change Wildlife and Wildlands
U.S. Global Change Research Program 2009 |
This kit is designed for classroom teachers and informal educators in parks, refuges, forest lands, nature centers, zoos, aquariums, science centers, etc., and is aimed at the middle school grade level. The U.S. Environmental Protection Agency, in partnership with six other federal agencies (National Park Service, U.S. Fish and Wildlife Service, National Oceanic and Atmospheric Administration, National Aeronautics and Space Administration, USDA/Forest Service, Bureau of Land Management), developed the kit to aid educators in teaching how climate change is affecting our nation’s wildlife and public lands, and how everyone can become “climate stewards.” |
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America, the Ocean, and Climate Change: New Research Insights for Conservation, Awareness, and Action - Executive Summary
The Ocean Project (conducted by IMPACTS) 2009 |
The Ocean Project completed a major survey in late 2008 on public awareness, attitudes, and behaviors concerning the ocean, climate change, and related issues. With funding from NOAA and in collaboration with the Monterey Bay Aquarium and the National Aquarium in Baltimore, The Ocean Project survey produced a massive amount of data gathered from more than 22,000 respondents in the United States. This report distills the survey findings and implications into a two-page summary to help aquariums, zoos, museums, and others more effectively advance ocean conservation. |
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America, the Ocean, and Climate Change: New Research Insights for Conservation, Awareness, and Action - Key Findings
The Ocean Project (conducted by IMPACTS) 2009 |
In late 2008, The Ocean Project completed a major survey on public awareness, attitudes, and behaviors concerning the ocean, climate change, and related issues. With funding from NOAA and in collaboration with the Monterey Bay Aquarium and the National Aquarium in Baltimore, The Ocean Project survey produced a massive amount of data gathered from more than 22,000 respondents in the United States. This report distills the survey findings and implications into a succinct, actionable compilation to help aquariums, zoos, museums, and others more effectively advance ocean conservation. |
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America, the Ocean, and Climate Change:
Presentation of Findings
The Ocean Project (conducted by IMPACTS) 2009 |
This PowerPoint presentation summarizes some of the major findings and implications from The Ocean Project's 2008 national survey. The findings and implications are meant to help aquariums, zoos, museums, and others more effectively advance ocean conservation. |
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America, the Ocean, and Climate Change: New Research Insights for Conservation, Awareness, and Action - September 2009 Tracking Survey
The Ocean Project (conducted by IMPACTS) 2009 |
The first ocean and climate tracking survey results, completed in September 2009. The Ocean Project is conducting these tracking surveys every six months, to measure changes and test messaging. |
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Global Warming's "Six Americas" - An Audience Segmentation
Yale Project on Climate Change and Mason University Center for Climate Change Communication 2009 |
This research on effective messaging to Americans regarding climate change actions finds six discrete audience segments - from strongly engaged to completely dismissive of climate change as a threat - with different concerns, needs, values, and motivations. The report suggests ways to carefully target each of these six different audiences. |
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Increased Number Think Global Warming Is "Exaggerated"
Gallup Poll 2009 |
According to this annual March survey on the environment, a majority of Americans largely believes global warming is real and that the seriousness of the issue is either correctly portrayed in the news or underestimated, but a record-high 41% now say it is exaggerated by the media. While still only a snapshot in time, this represents the highest level of public skepticism about mainstream reporting on global warming since Gallup's trend on this measure began in 1997. Furthermore, the poll also shows that Americans are "a bit less concerned about the seriousness of global warming" with only 34% of Americans saying they worry "a great deal" about the problem. |
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How Green Are We? Putting Our Money (and Our Behavior) Where Our Mouth Is
The Harris Poll
2009 |
While this poll shows how differently we all view "green" issues, millions of Americans take steps to protect the environment, reduce their energy and water consumption, and reduce their carbon footprint. And these behaviors are highly correlated with their attitudes toward the environment and environmentalism. Most people have taken some steps to reduce or limit their use of electricity and paper. Many others have taken steps to recycle computers, cell phones or other electronic devices, switched from bottled water to tap water, taken steps to reduce their water consumption, made their homes more energy efficient, or bought a more energy efficient car. At the same time, this Harris Poll points to the huge potential for much more environmentally friendly behavior; it’s not so much a glass that is half empty or half full, but one that is “mostly empty but filling up. |
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Californians and the Environment (PPIC Statewide Survey)
Public Policy Institute of California (PPIC) 2009 |
This survey is the ninth PPIC Statewide Survey on the environment since 2000. The current survey
is part of an annual series conducted with funding from The William and Flora Hewlett Foundation, and is intended to inform state, local, and federal policymakers, encourage discussion about environmental topics, and raise public awareness about environmental issues. |
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America, the Ocean, and Climate Change: Summary of Data
The Ocean Project (conducted by IMPACTS) 2009 |
In late 2008, The Ocean Project completed a major survey on public awareness, attitudes, and behaviors concerning the ocean, climate change, and related issues. With funding from NOAA and in collaboration with the Monterey Bay Aquarium and the National Aquarium in Baltimore, The Ocean Project survey produced a massive amount of data gathered from more than 22,000 respondents in the United States. |
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Least responsible, most affected, least informed: public understanding of climate change in Africa
BBC World Service Trust
2009 |
Throughout 2009 the BBC World Service Trust carried out surveys of Africans about their knowledge and perspectives on climate change as part of a broader research and communication initiative, Africa Talks Climate. The findings draw on focus group discussions with more than 1,000 people in Nigeria (pilot), Ethiopia, Ghana, Kenya, Nigeria, Senegal and Uganda (phase one); and DR Congo, South Africa, Sudan and Tanzania (phase two). This briefing is based on research findings from the first six of these countries. Key findings include that people in these countries are intensely environmentally aware and perceive an increasing and deeply disturbing deterioration in their environment. To them, environmental degradation is seen as an issue of personal and often profound individual impact. |
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Greendex 2009: Consumer Choice and the
Environment – A Worldwide Tracking Survey
National Geographic (GlobeScan)
2009 |
This National Geographic Society and GlobeScan tool measures and compares individual consumer behavior as it relates to the environment, including sustainable consumption and behavior among consumers in 14 countries. This first-of-its-kind study reveals surprising differences between consumers in developed and developing countries in terms of environmentally friendly actions. |
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The Psychology of Climate Change Communication
Center for Research on Environmental Decisions at Columbia University 2009 |
This guide addresses the difficulties that individuals and groups have in processing and responding effectively to the information surrounding long-term and complex societal challenges, such as climate change. It looks at how people process information and decide to take action, or not. The guide details many of the biases and barriers to scientific communication and information processing. Using research into the reactions of groups as disparate as African farmers and conservative U.S. voters, it offers insights on how scientists, educators, journalists and others can effectively connect with the wider world and help society take the actions needed to respond with urgency and accuracy to this critical issue for all of us. |
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Survey of Public Attitudes on Energy and the Environment
Samantha O'Keefe, Howard Herzog and David Reiner (MIT Carbon Sequestration Initiative)
2009 |
An MIT survey, conducted in September 2009, showed that Americans expressed less urgency about dealing with climate change than they did three years ago—but still far more than they did six years ago. Knowledge Networks conducted the study of opinions the public’s opinions about energy use and environmental issues. The primary goal of the study was to gather information on people’s support for measures for reducing green house emission. The bulk of the questionnaire was previously administered to the KN panel in 2003 and 2006 and the current study was also intended to track any changes in public’s feelings on the same issues. |
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NOAA State of the Climate 2009
NOAA 2009 |
This is a detailed report on the global climate compiled by NOAA. The document goes over several important areas of interest (global climate, oceans, the tropics, the Arctic, regional climates, etc.). It describes the weather patterns in each area in the year of 2009. The report is available in one large .pdf, or downloadable by sections/figures individually |
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The Psychology of Sustainable Behavior Handbook
Minnesota Pollution Control Agency 2009 |
The authors of this handbook provide seven tips, based on what has been shown to work in peer-reviewed research, to help empower sustainability in your personal life, community, and workplace. It begins with an overview of sustainable behavior and then describes how what we know from psychology can inform the way we conduct environmental campaigns and make policy decisions. It also includes recommendations on how these tips can be carried out in the real world. |
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Discovering The Activation Point
Spitfire Strategies 2009 |
A companion document to the Spitfire Smart Chart 3.0, The Activation Point addresses specific strategies and best practices to help non-profits mobilize the public. It includes 11 in-depth case studies of successful/unsuccessful non-profit efforts, literature review, relevant public opinion research, and more. |
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Foursquare Communications
Spitfire Strategies 2009 |
Foursquare Communications stresses strategy over tactics when developing a non-profit communication plan. It helps non-profits communicate as effectively as possible by laying out best practices (through the foursquare concept), asking the reader to review how their own organization conducts its communications, and detailing what they can do to make their program as effective as possible. |
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Building Communications Capacity
Spitfire Strategies 2009 |
According to a survey done by the Communications Leadership Institute, the top 3 communications challenges among nonprofits are lack of knowledge, limited staffing, and limited time. This easy-to-read pamphlet offers 12 lessons on how to improve communications capacity within non-profit organizations. The tips are practical and reported in sound-bite form to make them accessible to non-profit staff. |
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Just Enough Planning Guide
Spitfire Strategies 2009 |
This guide is built for flexibility. This online interactive tool compiles advice from expert campaigners on how to plan a good campaign that stays on track, maximizes use of resources, and doesn’t get bogged down in the planning process. The service ranges from an overview to a full-service campaign planning guide. |
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Smart Chart 3.0
Spitfire Strategies 2008 |
The Smart Chart 3.0, which is similar to a flow chart, walks the reader through six major strategic decision sections (including Strategic Choices, Communications Activities, Measurements of Success and more) to develop a broad strategy for non-profit communication campaigns. In addition to the tool itself, the accompanying document is chock-full of best practices and case studies for effective communication and ideas for guided discussion within organizations. |
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Public Sends Mixed Signals on Energy Policy
The Pew Research Center for the People & the Press (conducted by Princeton Survey Research Associates International) 2008 |
This poll of 1,508 American adults showed that nine in ten voters, regardless of political party affiliation, supported government efforts to boost vehicle efficiency, and more than eight in ten supported increased federal funding for alternative energy. Voters from both parties continued to strongly favor increased federal support for policies such as increased vehicle fuel efficiency, alternative energy development and greater use of mass transit but were more divided on policies such as nuclear power and tax breaks for oil exploration. However, party gaps were apparent on issues such as nuclear power and tax cuts for oil companies. Significantly more Republicans were found to support increased use of nuclear power and tax cuts of oil exploration. Raising the gasoline tax remained unpopular with all voters – only about one in five people surveyed said they favored the idea. |
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Climate Crossroads
Social Capital Project: Earth Justice 2008 |
Climate Crossroads is a research-based framing guide based on a meta-analysis of more than 70 research sources as well as focus groups, polling, and practitioner input from more than 25 environmental and climate organizations. The guide provides communications strategies for connecting with Americans who are concerned about, but not yet engaged in global warming issues.
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Gallup's Pulse of Democracy - Environment
Gallup Poll 2008 |
The environment is not a high salience issue for Americans at this time, and has a low top-of-mind presence when the public is asked about priorities for government.
Since 9/11, the environment has been overshadowed by anti-terrorism efforts, the war in Iraq, a struggling economy, and rising gas prices. While there has been some increase in Americans' general concern about the environment and awareness of global warming, their willingness to compromise economic growth or energy production in the furtherance of environmental quality has not grown.
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Weathercocks and Signposts: The Environment Movement at a Crossroads
World Wildlife Fund - Tom Crompton 2008 |
This report critically reassesses current approaches to motivating environmentally-friendly behavior change. This report argues that tackling environmental challenges will demand engagement with the values that underlie the decisions we make and with our sense of who we are. |
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Cultivating the Green Consumer
Sheila Bonini and Jeremy Oppenheim 2008 |
This article in the Stanford Social Innovation Review referencing a 2007 McKinsey & Company global survey of 7,751 consumers in eight major economies reports that most consumers are concerned about the environmental and social impacts of the products they buy. Consumers say they want to buy ecologically friendly products and reduce their impact on the environment. But when they get to the cash register, their Earth-minded sentiments die on the vine. Although individual quirks underlie some of this hypocrisy, businesses can do a lot more to help would-be green consumers turn their talk into walk. |
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Communicating Climate Change and the Oceans Summit
Summary of U.S. Aquarium Research
Monterey Bay Aquarium (Edge Research) 2008 |
This summary contains much valuable information about what some of the summit participants are doing, or planning, to address climate change and ocean health.
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The Impact of Science & Discovery Centres
- A review of worldwide studies
Ecsite-uk 2008 |
This review summarizes and highlights recent research into the impact of science and technology museums, zoos, aquariums, and science centers, referred to in the report as “Science & Discovery Centres.” Collectively, studies from around the world show that these informal education centers can: - increase visitors’ knowledge and understanding of science; - provide memorable learning experiences which can have a lasting impact on attitudes and behavior; - have wide-ranging personal and social impacts; - promote trust and understanding between the public and the scientific community; and have an economic impact. (Ecsite-uk is affiliated with ECSITE, the European Collaborative of Science, Industry and Technology Exhibitions) |
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Californians and the Environment (PPIC Statewide Survey)
Public Policy Institute of California (PPIC) in collaboration with The William and Flora Hewlett Foundation
2008 |
This report focuses on the related issues of air quality, global warming, and energy and the environment, current topics of public policy discussion in local, state, and federal government. The survey also looks at offshore oil drilling. As of 2008, 50% of Californians favor more oil drilling off the coast – a 10-point increase since July 2007. |
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Special Eurobaromter: Attitudes of European citizens towards the environment
European Commission, Environment Directorate-General (TNS Opinion & Social network) 2008 |
The survey tackled the following broad themes:
General attitudes towards the environment, Personal relationship with the environment, Opinions on environment policies and Information on the environment.
Findings include that European citizens attach great value to the environment and are increasingly aware of the role that the environment plays in their lives. Most Europeans have environmentally friendly attitudes and they are aware of their role as individuals in protecting their environment however, although Europeans are aware of the need to protect the environment, their green attitudes do not always translate into environmentally friendly behavior and concrete actions. The extent to which people feel informed about environmental issues has not changed at EU level since last survey in 2004 but varies substantially from country to country. The main challenge acknowledged by this survey appears to be how to better inform European citizens about environmental issues and encourage them to act on their environmental convictions. |
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Californians and the Environment (PPIC Statewide Survey)
Public Policy Institute of California (PPIC)in collaboration with The William and Flora Hewlett Foundation 2007 |
The 2007 survey examines environmental perceptions, attitudes, and policy preferences. It focuses on the related issues of global warming, energy, and air quality because these are current topics in public policy and political debates at the regional, state, and federal government levels. According to the survey, Californians are unhappy about the level of government effort – federal and state – to protect the environment. Although air pollution continues to top the list of environmental problems, residents are becoming much more aware of global warming. Eleven percent identify global warming as the biggest environmental problem facing the state. Californians’ sense of urgency reflects a belief that the effects of global warming are already being felt.
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Rising Environmental Concern in 47-Nation Survey
Pew Global Attitudes Project 2007 |
This report contains public opinions gathered from 47 nations on global climate change, including the world`s public opinion of which nations hold the most the blame for pollution and climate change. |
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The Rowan Report
Rowan, Colin 2007 |
A blog providing best practices, tips and success-stories about communicating in the non-profit industry by Colin Rowan, a veteran public interest communicator. |
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Beyond Bullet Points
Atkinson, Cliff 2007 |
Cliff Atkinson is said to be one of the best PowerPoint designers around. His book describes a three-step approach for how to create an engaging PowerPoint presentation. |
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Why Zoos and Aquariums Matter: Assessing the Impact of a Visit to a Zoo or Aquarium
Association of Zoos and Aquariums (AZA) 2007 |
AZA partnered with the Institute of Learning Innovation (ILI) and the Monterey Bay Aquarium to conduct a three-year, nationwide study that included more than 5,500 visitors from 12 AZA-accredited institutions. This study investigated the impacts zoo or aquarium visits have on the conservation attitudes and understanding of adult visitors and results demonstrate that these visits enhance the understanding of wildlife and the conservation of the places animals live. The results found that visiting a zoo or aquarium has a direct impact on how people view themselves as part of the solution, and helps them identify environmental problems. The survey also found that zoos and aquariums support and reinforce the values and attitudes of the visitor. Furthermore, the study found that visitors arrive at zoos and aquariums with specific identity-related motivations and these motivations directly impact how they conduct their visit and what meaning they derive from the experience.
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Journey to Planet Earth: The State of the Ocean’s Animals, Summative Evaluation
Screenscope, Inc. and American Association for the Advancement of Science (conducted by Goodman Research Group) 2007 |
An evaluation of the influence of the State of the Ocean’s Animals program on a sample of TV viewers, and the scope and impact of the outreach programs conducted by the museums and science centers. Overall assessments of the TV and outreach programs were overwhelmingly positive and both were effective in increasing knowledge and interest in environmental issues. The report includes recommendations for further improving and broadening the reach of similar programs. |
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The Second Annual "America's Report Card on the Environment" survey
The Woods Institute for the Environment at Stanford University, in collaboration with The Associated Press
2007 |
The second annual installment of Stanford’s national survey on the public’s perceptions of the environment, conducted by Ipsos Public Affairs, shows that Americans remain pessimistic about its condition and want greater effort directed toward improving its health. This report also compares the results with the previous year's findings. |
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Concern Soars About Global Warming As World's Top Environmental Threat
ABC News, Washington Post, and Stanford University 2007 |
Climate change now places far ahead of any other environmental problem in the U.S. public’s mind; 33 percent now cite it as the world’s top environmental issue, up from 16 percent a year ago. |
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Environmental Sustainability Report
Umbria 2007 |
Umbria’s research shows that consumers are increasingly discussing environmental issues in online social media, with nearly 10,000 mentions per week over the course of the summer months.
Answers the key questions: Who is taking about the environment? What are the key issues and topics? Why are bloggers engaged in the conversation? How are bloggers taking action?
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International Polling on Climate Change - A WorldPublicOpinion.org Analysis
WorldPublicOpinion.org, a project of the Program on International Policy Attitudes 2007 |
A new analysis of 11 recent international polls on climate change conducted around the world by BBC/GlobeScan/PIPA, the Pew Research Center, GlobeScan, WorldPublicOpinion.org/Chicago Council on Global Affairs, the German Marshall Fund, and Eurobarometer. Analysis shows high international awareness, acceptance of climate change as a human caused problem, and support for taking strong action. Analysis also covers public opinion on options for confronting climate change. |
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AZA Professionals Survey: Knowledge and Perceptions about Assessing the Value of Zoos and Aquariums
John Fraser and Jessica Sickler, Wildlife Conservation Society 2007 |
This survey, conducted by The Wildlife Conservation Society, was completed by 511 staff and managers at 158 AZA-accredited zoos and aquariums nationwide to assess the public value of a zoo or aquarium in the community. The results suggest that professionals are interested in knowing how their local communities value them and in gaining the skills to conduct visitor study methods to obtain this information. The survey also finds that the size of the institution and the role of the professional matters in terms of determining skill sets. For a copy of this report, contact John Fraser atjfraser@wcs.org. |
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GfK Roper Green Gauge Study
GfK Roper Consulting 2007 |
This survey of 2,000 American adults by GfK Roper Consulting, a division of GfK Custom Research North America, finds that nearly nine in ten consumers agree they are seriously concerned about the environment, over seven in ten want the federal government to strengthen enforcement of green regulations, and over half say the environment should be prioritized over the economy. The top five issues most worrisome to Americans are “water pollution and rainforest destruction”, diminishing fresh water supplies, fuel and energy shortages, and air pollution. The study segments consumers into five key groups by attitudes and actions, and responses also indicate that a lack of environmental education prevents many people from “going green”. |
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Global Warming Seen as a Problem That Needs to be Addressed Globally, But Most People Want U.S. to Take the Lead
The Harris Poll 2007 |
Harris Interactive surveyed 1,052 American adults about global warming in this October study. They found that nearly nine in ten agree that all industrial countries, including developing ones, must be involved in controlling greenhouse gas emissions, with eight in ten stating that the United States must “set the lead when it comes to controlling greenhouse gases and pollution.” More than half of respondents – a marked decrease since the early 1990s – thought there should be more government regulation “in the area of environmental protection.” Response variations by political party affiliation are also discussed. |
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California Residents' Opinions on and Attitudes Toward Coastal Fisheries and Their Management
Alliance of Communities for Sustainable Fisheries 2007 |
The survey evaluated Californians’ opinions on and attitudes toward commercial and recreational fishing in coastal areas of California, the ecological health of California’s coastal fisheries and wildlife, and fisheries and wildlife management along the coast.
According to the results, two-thirds of Californians disagree that fishing harms the ocean. Californians support harvest limitations over complete harvest bans and show overwhelming support for local, sustainably harvested seafood and family-run fishing operations. |
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Florida Global Warming Survey
League of Conservation Voters
(conducted by Mason-Dixon Polling & Research) 2007 |
Survey examines how people in Florida feel about global warming. Specially, the survey asks if people believe global warming is real and will have adverse effects, if global warming poses a higher than average threat to Florida, if it is worth the economic costs to deal with climate change, if they support specific government policies to deal with the issue, and if they are taking specific personal actions to reduce their carbon dioxide emissions.
Generally people in Florida are concerned about global warming, and support policy initiatives and are taking personal action to combat global warming. |
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Latino Attitudes and the Environment
Public Policy Institute of California (PPIC)
2007 |
Poll of environmental attitudes and concerns among Latinos in California.
Results show that air pollution is the highest environmental concern among Latinos as well as African Americans. Both groups perceive disparities in the health threat posed by air pollution and support air quality policies although support is lower among Latinos.
Latinos are most likely of all racial groups to believe that global warming is a threat. |
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Getting Your Feet Wet with Social Marketing: A Guide for Watershed Programs
Jack Wilbur for the Utah Department of Agriculture and Food. 2006 |
The first eight chapters of this book walk the reader through the social marketing process using water examples from Utah and throughout the country. The final four chapters offer short case studies of successful water-related social marketing efforts. The appendices are filled with worksheets, checklists, lists of additional resources and samples of audience research documents. |
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Conference on Ocean Literacy Report
National Marine Sanctuary Foundation 2006 |
The national Conference on Ocean Literacy, held in June 2006, brought together experts to help lay the groundwork for developing a national strategy for creating an ocean-literate society. The participants addressed formal and informal educational activities, and looked for ways to facilitate links among federal, state, local and nongovernmental programs designed to enhance ocean stewardship. |
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The First Annual "America's Report Card on the Environment" survey
The Woods Institute for the Environment at Stanford University, in collaboration with ABC News and Time Magazine 2006 |
The first annual installment of Stanford’s national survey on the public’s perceptions of the environment, conducted in March by TNS of Pennsylvania, shows that Americans "are pessimistic about the state of the natural environment and want a lot to be done to improve its health." Access findings from the following year, 2007, here. |
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Special Survey on the Environment (PPIC Statewide Survey)
Public Policy Institute of California (PPIC), in collaboration with The William and Flora Hewlett Foundation 2006 |
This report focuses on Californians’ knowledge, attitudes, and concerns about air quality, global warming, and energy. Also discussed are public opinion about the causes of poor air quality, the effects of air quality on human health, and people’s willingness to take personal action to improve it. On global warming, the survey examines satisfaction with government policies to address the issue including California’s emissions policy, oil drilling and fuel efficiency, alternative energy, and the effects of gasoline prices. Similar surveys were also conducted in 2005, 2004, and 2003. |
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Science and Engineering Indicators 2006 - Science and Technology: Public Attitudes and Understanding
National Science Foundation
2006 |
Meta -analysis of Americans’ attitudes towards the environment and environmental issues based on a number of public opinion studies.
Analysis covers people’s concern about the quality of the environment, the environment in relation to other issues, and global warming. Also examines the public’s satisfaction with government environmental policies and their confidence in the government and environmental organizations to protect the environment. |
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American Opportunity: A Communications Toolkit
The Opportunity Agenda and The SPIN Project
2006 |
This toolkit is intended to help leaders and organizers working on a wide range of social justice issues begin to leverage the core American value of “Opportunity for All” in their communications work. The theme of opportunity connects organizations working on a wide variety of issues, and it is designed to be echoed. This toolkit provides messages, stories, and tools you can incorporate into your work. |
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Breakthrough Strategies for Engaging the Public: Emerging Trends in Communications and Social Science
Biodiversity Project (Marian Farrior)
2005 |
This document provides an introduction to some trends in the fields of communications and social science that could benefit public education, engagement, and awareness campaign planners. Drawing from a variety of resources, this paper attempts to address the challenges faced when communicating about biodiversity and our environment. |
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Environmental Literacy in America: What 10 Years of NEETF/Roper Research and Related Studies Say About Environmental Literacy in the U.S.
The National Environmental Education & Training Foundation (NEETF) 2005 |
Overall awareness of simple environmental topics is reasonably high nationwide and there is a very strong nationwide belief in the value of environmental education. While the simplest forms of environmental knowledge are widespread, public comprehension of more complex environmental subjects is very limited. There is encouraging evidence that the public can learn about the environment and complex ecological relationships. That we are far from succeeding in making this a reality is due to the absence of a comprehensive coordinated approach to environmental education. |
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Chesapeake Bay Social Marketing Initiative Final Report
Chesapeake Bay Social Marketing Initiative 2005 |
This final report for the Chesapeake Bay Social Marketing Initiative provides a clear outline of the Chesapeake Bay nutrient run-off problem each spring, and how social marketing was utilized to combat the problem. |
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Marine Mammal Poll
Alliance of Marine Mammal Parks and Aquariums 2005 |
Poll conducted by Harris Interactive found that dolphins are the favorite animal among aquarium visitors.
Also, 97 percent of respondents agree that marine life parks, aquariums and zoos play an important role in educating the public about marine mammals they might not otherwise have the chance to see and 93 percent agree that visiting these facilities can inspire conservation action that can help marine mammals and their natural environment.
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Decision Making for the Environment: Social and Behavioral Science Research Priorities
Garry D. Brewer and Paul C. Stern 2005 |
With the growing number, complexity, and importance of environmental problems come demands to include a full range of intellectual disciplines and scholarly traditions to help define and eventually manage such problems more effectively. Decision Making for the Environment: Social and Behavioral Science Research Priorities is the result of a 2-year effort by 12 social and behavioral scientists, scholars, and practitioners. The report sets research priorities for the social and behavioral sciences as they relate to several different kinds of environmental problems. |
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Teaming with Wildlife Communications Initiative
2005 |
This message kit provides the tools to help educate the public about the need for more resources to support wildlife conservation and the crucial role that State Wildlife Action Plans will play in this effort.
This toolkit uses data from polling, focus groups, and other public-opinion research to provide you with universal messages and a customized strategic communications plan.
Although this messaging was designed to help promote each state's Wildlife Action Plan, much of the messaging and lessons learned can be applied to a wide variety of issues related to conservation.
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Public Opinion Research: Overfishing and International Fisheries and Oceans Governance
Environics Research Group Limited, conducted for Fisheries and Oceans Canada 2005 |
A survey of Canadian opinion on fisheries issues covering the following areas: a) awareness of actions on overfishing/illegal fishing, b) importance of taking steps to stop overfishing/illegal fishing, c) most effective approach to problem of overfishing/illegal fishing, d) most important long-term priority, and e) concern about the future of local and global fish stocks and why. Opinion research effort included focus group research to gain a better understanding of the views, attitudes and perceptions of the overfishing issue among different segments of the Canadian population. |
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Wildlife National Survey
The Nature Conservancy, Trust For Public Land
2005 |
Survey conducted in connection with the State Wildlife Plans. Survey examines people’s connection to and knowledge of wildlife, attitudes and concerns about habitat loss, perceptions of threats to wildlife, support for wildlife conservation including the State Wildlife Plans, best language and messages for taking about wildlife conservation, and satisfaction with current government policies.
Survey conducted by Public Opinion Strategies (R) and Fairbank, Maslin, Maullin and Associates. |
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Understanding Environmental Literacy in America and Making it a Reality
The National Environmental Education & Training Foundation 2005 |
Summary of the state of / progress on environmental education in schools, the adult public, health care providers, and business managers. |
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Constant Cravings: The European Consumer and Sustainable Seafood Choices
Seafood Choices Alliance - SeaWeb 2005 |
A follow-up to research conducted about Americans' opinions on seafood, this survey sought to understand the knowledge, motivation, and behavior of European seafood consumers when it came to issues surrounding seafood and the ocean. People in Germany, Spain, and the UK were polled. |
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American Rivers and the River Movement (Nationwide Survey)
Lake Snell Perry Mermin and Associates (American Rivers et al.)
2005 |
Voters surveyed say clean water is a top concern and a large majority prefer cleaning up polluted waters to drinking bottled water. The national poll released by American Rivers, the Waterkeeper Alliance, River Network, the American Canoe Association, and dozens of other groups, found that when given a choice, 85 percent of voters preferred that "elected officials take significant action to address problems with our water to ensure its safety," over "adjusting to problems with our water by buying bottled water." |
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How to Work With Public Opinion Research: A Guide for Human Rights and Civil Liberties Advocates and their Funders
Loren Siegel
2004 |
This guide gives advocates arguments and tools for integrating public opinion research into their communications work. |
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AAAS Survey Report
American Association for the Advancement of Science (AAAS) 2004 |
AAAS conducted a U.S. survey of 2,400 adults in November 2003 to gain an understanding of their attitudes and opinions on marine issues. This report analyzes the participants responses to the ten questions asked in regards to their age, gender, region, education, and marital status. Major findings include the idea that most adults believe that human activity is endangering the Earth`s oceans, yet less than one-third feel empowered to influence positive change. |
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Review of Public Attitudes Towards Marine Issues Within and Beyond New Zealand
New Zealand Department of Conservation (Allison Arnold) 2004 |
This paper reviews research on public attitudes towards marine issues and considers the New Zealand Department of Conservation’s future research priorities in this area. The paper is based on a review of previous research undertaken by the Department and other local and central government agencies within and beyond New Zealand and discussions on research priorities with Department staff. For each study the key research findings and research methodologies are discussed. Possible research priorities for the Department and recommendations for further research on public attitudes towards marine issues are then outlined. |
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How Aware is the Public of Carbon Capture and Storage?
T.E. Curry, D.M. Reiner, S. Ansolabehere, and H.J. Herzog 2004 |
A survey of 1,200 people in 2003 by MIT researchers shows that climate change and the threat of global warming are poorly understood by the US public, and that taking action to reduce their impact is not a high priority. Subjects were also unfamiliar with technology used to reduce climate change. |
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U.S. Survey Results on the Environment, Trade, and Campaign Finance Reform
Global Stewards 2004 |
This organization compiled results from a long list of separate polls and combined them to take the temperature of the nation on the issues of the environment, trade, and campaign finance reform. A good source of broad information on the American public`s thought process. |
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Religion and the Environment: Polls Show Strong Backing for Environmental Protection Across Religious Groups
Pew Forum on Religion & Public Life 2004 |
Polls shows that concern for the environment transcends religious affiliation, in opposition to other hot button topics such as abortion, gay marriage, the death penalty, etc. Backing for the environment occurs in virtually every group, and support runs quite deeply. |
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Getting Your Message Out Through the Media
Nedra Kline Weinreich 2004 |
A brief article with tips to help get your message across through standard media channels in a beneficial way. |
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Special Survey on Californians and the Environment (PPIC Statewide Survey)
Public Policy Institute of California (PPIC) 2003 |
This survey examines in detail Californians’ views on ocean and coastal conditions in the state, their policy preferences and lifestyle choices in relation to the ocean and coastal areas, and their perceptions of state and federal efforts in the environmental arena. The survey builds on a November 2003 survey from PPIC`s environment series that offered the first comprehensive analysis of the public`s perspectives on the wide range of marine and coastal issues confronting California today. |
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The Marketplace for Sustainable Seafood: Growing Appetites and Shrinking Seas
Seafood Choices Alliance 2003 |
This report draws together known information on the US seafood market and fisheries and research on consumer attitudes towards seafood. Results show that while few Americans are knowledgeable about where their seafood comes from and the consequences of eating it, a significant number would be willing to support more sustainable options if they became available. |
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Getting in Step: A Guide For Conducting Watershed Outreach Campaigns
Environmental Protection Agency 2003 |
The purpose of this guide is to provide the tools needed to develop and implement an effective outreach campaign as part of a state or local water quality improvement effort. This guide takes people through a comprehensive six-step outreach process, from establishing goals to project evaluation. |
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Smithsonian's National Museum of Natural History Ocean Hall Front-end evaluation
Smithsonian Institution National Museum of Natural History (conducted by the Institute for Learning Innovation) 2003 |
Front-end exploratory evaluation in support of a new exhibit about the ocean. It is an interview-based assessment of museum visitors’ knowledge, attitudes, and interests related to the ocean.
Findings suggest that visitors have strong personal affinity for, and interest in the ocean. Visitors’ interests, however, were largely related to recreation or simply spending time at the beach. Although this is a positive indication that visitors will naturally be drawn to an exhibition about the ocean, it suggests that it may be difficult to make strong connections between what visitors are naturally interested in and more the in-depth content. |
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The Marketplace for Sustainable Seafood
Seafood Choices Alliance - SeaWeb 2003 |
This report draws together known information on the US seafood market and fisheries, combined with research on consumers’ and food professionals’ attitudes towards seafood. Results show that while few Americans are knowledgeable about where their seafood comes from and the consequences of eating it, a significant number would be willing to support more sustainable options if they became available. |
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Public Knowledge and Attitudes About Coral Reefs
The Coral Reef Foundation (now called The Ocean Foundation), The Munson Foundation, and SeaWeb 2002 |
This was the first nationwide public survey conducted on coral reef issues. The report, carried out by Edge Research, finds that although Americans feel they know little about coral reefs, they are concerned about reef health and are willing to take action to protect reefs, with all demographic and geographic groups strongly supporting the creation of protected areas. |
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Community Culture and the Environment: A Guide to Understanding a Sense of Place
Environmental Protection Agency 2002 |
Tools and methods for understanding the human dimension of environmental protection. It is designed to provide leaders in the environmental field a means for better understanding community values and processes as they relate to environmental issues, thus resulting in more effective partnerships and approaches to solving environmental problems. |
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Environmental and Educational Achievement: Promising Programs and Resources
The National Environmental Education & Training Foundation (NEETF) 2002 |
This report is intended as an introductory guide for those new to the environmental education field and the larger educational benefits it has to offer. The ten case studies illustrate particularly promising strategies and practices for integrating environmental education (EE) into educational settings. The stories include EE programs that incorporate elements of service-learning, comprehensive school reform, after-school, project-based learning, science integrated across the curriculum, and arts education. |
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Ethics for a Small Planet: A Communication Handbook on the Ethical and Theological Reasons for Protecting Biodiversity
The Biodiversity Project 2002 |
This handbook on the ethical and theological underpinnings of biodiversity conservation is meant to be a tool to open a broader conversation on the ethical considerations related to protecting species, habitat, and ecosystems. The purpose of this publication is to help biodiversity spokespersons understand the ethical and religious frameworks in which biodiversity issues are discussed so that they can communicate more effectively with the public. |
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Uses, values, stakeholders, and opinions associated with marine protected areas: A content analysis of new media, 1995 – 2001
National Oceanic and Atmospheric Administration (NOAA)
2002 |
As a surrogate for public opinion polls, a media content analysis was performed for news stories related to marine protected areas. Specifically, the analysis considers expressions of knowledge, uses, values, and attitudes associated with marine protected areas, and the stakeholder groups involved in the discussion.
Ecological uses and values were expressed more often than social, recreational, and commercial uses and values. The results also identify gaps in the knowledge that can be addressed by ongoing and future MPA management efforts.
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Nature Conservation in Northern New England
Henry P. Kendall Foundation
(conducted by Belden Russonello & Stewart) 2002 |
New Englanders strongly desire to protect the forests of their region and support a number of proposals such as keeping some areas of the forests of northern New England “natural” and “wild,” as well as limiting development in the area.
New Englanders view the forest as a place to protect but also as a resource to use. When forced to choose, a large majority is more likely to consider the forests natural habitats rather than a source of timber. New Englanders are driven by a desire to preserve the balance of nature and an appreciation for the interconnectedness of forest areas. |
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Americans and Biodiversity: New Perspectives in 2002
The Biodiversity Project
(conducted by Belden Russonello and Stewart)
2002 |
Poll examines American attitudes about protecting biodiversity and underlying values, as well as concern about habitat loss and their understanding of their personal impact on the environment.
Results show that Americans believe protecting biodiversity is the right thing to do, strongly referencing a personal and moral responsibility, respect for God’s creations, and a duty to future generations. Americans are increasingly worried about habitat loss and are disconnected from their impact on the environment. |
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Biodiversity in Pennsylvania: The State of Biodiversity in Pennsylvania in 2002
Pennsylvania Biodiversity Partnership
2002 |
Report contains information about public attitudes and knowledge concerning biodiversity and the state of biodiversity conservation in Pennsylvania.
While Pennsylvanians show overwhelming support for biodiversity conservation and most have an understanding of specific issues, they perceive themselves as not being knowledgeable about biodiversity. |
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Support for Fully Protected Ocean Areas in California
SeaWeb
2002 |
This survey questioned 1,000 voters in California on their perception of ocean health and attitudes toward fully-protected ocean areas. A major finding of this study was that there is widespread support for fully-protected areas, with a majority favoring them in each region. This held true even when respondents were told it may mean loss of public access to parts of the ocean. |
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Framing Public Issues Toolkit
FrameWorks Institute
2002 |
This Toolkit was created to help issues advocates learn and apply new communications thinking to frame their work for better public understanding and engagement to resolve social problems – whether for children and families in a particular state or for the global environment. The Toolkit explains each element of the frame (values, messengers, metaphors, context, etc.), and provides tools such as sample op/eds, speeches and mock interviews. |
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Future Environmental Priorities in North America: A summary of responses to a questionnaire
North American Commission for Environmental Cooperation 2001 |
This survey polled the online American public to understand their vision of what the North American environment will look like 20 years from now. Two thirds of survey respondents believe that the state of the environment will be worse in 20 years, while even the third that believe the environment will be in better shape still think that more environmental degradation must occur first before enough people will sit up and take notice of the situation. The report includes the reasons given by respondents for environmental deterioration or improvement and their opinions on the biggest environmental problems that will confront us in the future. The questionnaire was informal and does not represent a random sampling of the population. |
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Lessons from the Environment: Why 95 % of Adult Americans Endorse Environmental Education
Roper Starch Worldwide, conducted for The National Environmental Education & Training Foundation (NEETF) 2001 |
The 2001 Annual National report Card on Environmental Attitudes, Knowledge, and Behavior examines why the overwhelming majority of adult Americans support environmental education in schools despite their own lack of environmental knowledge. Specifically they explored attitudes on balancing the environment and the economy, the state of environmental knowledge, and participation in environmental activities. |
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Gallup's Earth Day Poll
Gallup Poll 2001 |
Americans are sympathetic toward the environmental movement, but lack the ominous view about environmental conditions that might be needed to spur major action.
Poll examines how the environment ranks in comparison to other issues and how different environmental issues compare; perception and concern about the status and trend of environmental quality in the United States; the role of government, corporations, and the public in environmental protection; balance between environmental protection and energy production; and personal actions to protect the environment, including willingness to pay more and change behaviors. |
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EPA Nonpoint Source Pollution Focus Groups
Final Report
EPA (Lisboa, Inc.) 2001 |
The Environmental Protection Agency (EPA) Nonpoint Source Management Partnership (NSMP) issued a contract to LISBOA, Inc. to conduct eight focus groups to better understand the attitudes, beliefs, feelings, and motivations of the general public toward nonpoint source pollution. The eight groups were scheduled in Salt Lake City, Philadelphia, Seattle and Atlanta. Two groups, segmented by age, were conducted at each site. One included 20-35 year olds; and the other 36-60 year olds. |
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The Millennium Survey
The Heartland Institute, conducted by TNS Intersearch 2000 |
This widespread poll, with over 50,000 respondents from over 60 countries, sought the public`s knowledge of and opinions on the state of the world`s environment. Troublingly, 62 percent of Americans responded that the present state of the environment is very or mainly satisfactory. Additionally, while the issue of vanishing rainforest remains foremost on the public`s mind, very few rank the ocean as an area of concern. |
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Future Environmental Priorities in North America: A summary of responses to a questionnaire
North American Commission for Environmental Cooperation 2000 |
Survey polled the online American public to understand their vision of what the North American environment will look like 20 years from now and why, and their opinions on the biggest environmental problems that will confront us in the future.
Two thirds of survey respondents believe that the state of the environment will be worse in 20 years, while even the third that believe the environment will be in better shape still think that more environmental degradation must occur first before enough people will sit up and take notice of the situation. |
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Ocean Project: Highlights of National Survey
The Ocean Project (conducted by Belden Russonello & Stewart, and American Viewpoint) 1999 |
At the moment, Americans are unaware of the threats to ocean health and they greatly underestimate their own role in damaging the oceans. The public values the oceans for their recreational and emotional aspects, but their understanding of why we need the oceans is superficial. Consequently, while many Americans express an emotional connection to the oceans, awareness and concerns about the oceans’ health are low.
Aquariums, zoos, and museums have a unique opportunity to educate the public about the importance of oceans.
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Communicating About Ocean Health and Protection: An Analysis of Research
The Ocean Project (conducted by Belden Russonello & Stewart, and American Viewpoint) 1999 |
Survey of American adults to understand their connections to the ocean, knowledge of the ocean, awareness of ocean health, perception of human impact on the ocean, personal importance of and support for ocean protection and associated underlying values, environmental concerns, and perceived effective solutions.
Based on the survey the American public was split into attitudinal groups and key ocean communication strategies and messages were developed.
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American Perceptions of Marine Mammals and Their Management
Stephen R. Kellert, for The Humane Society of the United States 1999 |
This study is the first comprehensive overview of how Americans view marine mammals. Some key findings highlighted include: most Americans opposed commercial whaling for ethical reasons; supported the protection of marine mammals over commercial fishing interests; objected to captive display of marine mammals in zoos and aquariums unless care was excellent and the education and science benefits were great; and they supported the goals of the Marine Mammal Protection Act and trade sanctions. |
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Top-line Analysis of Public Attitudes toward National Marine Sanctuaries and Ocean Protected Areas
SeaWeb (conducted by the Mellman Group) 1999 |
This 4-page memo reports the results from a national survey of 800 adult Americans with an additional 250 interviews among those living in coastal states regarding their attitudes towards marine sanctuaries. The survey suggests that there is broad support for increased protection of ocean places. Nine major conclusions were drawn from the survey including individual perceptions of topics such as pollution, coastal versus deep ocean areas, and the effectiveness of current regulations. |
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Review of Existing Public Opinion Data on the Ocean
The Ocean Project (conducted by Belden Russonello & Stewart, and American Viewpoint) 1999 |
Analysis of public opinion research on the ocean from 1992-1999. Covers how the ocean and the environment rank in comparison to other issues; how people value the ocean - their personal connections to the ocean and its impact on their daily lives; awareness about the roles of the ocean, ocean issues, the condition of the ocean, and human impacts on the ocean; seafood consumption; the language people use to describe the ocean and messages and messengers that are effective in communicating about the ocean; support for various ocean policies and people’s willingness to take personal actions to protect the ocean. |
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Summary Analysis of Six Focus Groups
The Ocean Project (conducted by Belden Russonello & Stewart, and American Viewpoint) 1999 |
Explores the public’s connections, values, attitudes, and knowledge relating to the ocean. Also provides recommendations about what needs to be communicated to build awareness and to increase people’s concern about the health of the ocean. |
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Fostering Sustainable Behavior
Doug McKenzie-Mohr and William Smith 1999 |
This book and website are a primary resource for the emerging field of community-based social marketing, and an invaluable guide for anyone involved in designing public education programs with the goal of promoting sustainable behavior, from recycling and energy efficiency, to alternative transportation. |
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Life. Nature. The Public. Making the Connection: A Biodiversity Communications Handbook
The Biodiversity Project 1999 |
This handbook is the "best of" the Project`s recommendations and resources on how to create a communications strategy about biodiversity. The handbook contains information on public opinion, objectives for raising awareness, key audiences and points of access, tips for developing values-based messages and examples of successful messages. |
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Institute for Learning Innovation. Conservation Impacts Study: National Aquarium in Baltimore
Institute for Learning Innovation, Leslie M. McKelvey et al. 1999 |
This report addresses the overall short and long-term impacts of an aquarium visit on the conservation knowledge, attitudes, and behaviors of the general visitor. It assesses four main aspects: (1) in-coming conservation knowledge of visitors; (2) patterns of use and interaction with exhibitions; (3) exiting conservation knowledge of visitors; and (4) how the aquarium visit has altered or affected individual conservation knowledge, attitudes, and behavior. |
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Communicating About Oceans: Results of a National Survey
The Ocean Project (conducted by Belden Russonello & Stewart, and American Viewpoint) 1999 |
Examines the importance Americans place on ocean health and the potential for building greater saliency; the level of public support for protecting the ocean; and the persuasiveness of specific messages that make the case for protecting the ocean.
Background information on the public’s connections, values, attitudes, and knowledge relating to the ocean is also provided.
Report also includes a segmentation of the public based on attitudes toward the ocean, including a discussion of demographic characteristics of each attitudinal segment.
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Beyond Ecophobia
David Sobel 1999 |
Article explores what really happens when we lay the weight of the world’s environmental problems on eight and nine year-olds already haunted with too many concerns and not enough real contact with nature. For a further examination of this topic read Sobel’s book by the same title. |
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Human Values and Nature's Future: Americans' Attitudes on Biological Diversity - A Summary of Findings from a National Survey
The Biodiversity Project 1996 |
This analysis identifies key values and messages for communicating the impact of the loss of species and habitats and describes specific audiences for information about biodiversity. The survey it was based on is different than many others on environmental issues because it measures the values that underlie Americans` feelings about the environment. The quantitative findings of this survey complement the qualitative findings of the 1995 focus groups. |
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Current Trends in Public Opinion on the Environment: Environmental Compendium Update
Belden Russonello Research and Communications for Communications Consortium Media Center
1996 |
This memo highlights the trends found in survey data from 1992 to 1995, looking at public opinion on the environment in five main areas: 1) attitudes regarding environmentalism and the environmental movement, 2) the public`s assessment of the state of the environment, 3) the priority assigned to the environment by the public, 4) the environmental issues of most concern, and 5) the role of government in environmental protection. |
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American’s Ocean Attitudes: Presentation of Findings from Focus Groups and a National Survey
SeaWeb 1996 |
This study examined the perceptions Americans have about the present state of our oceans and how we should protect them. Different strategies for educating and involving the public are explored. |
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Public Attitudes Toward Zoos, Aquariums, and Animal Theme Parks
Roper Starch Worldwide, commissioned by Sea World 1995 |
This study was carried out as an update of a benchmark survey first conducted in 1992 by Roper Report for Anheuser Busch. The intent of the study was to identify public attitudes and opinions toward animal facilities. Nine out of ten Americans believe zoos and aquariums are essential to educating the public about animals, and most believe education is most important function of these institutions. |
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PollingReport
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This site includes recent public opinion surveys on the American public conducted by CNN, NBC, and CBS. This is a great place to get statistics on issues you care about with out generating the numbers yourself. |
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The SPIN Project
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Spin is about building communication capacity of non-profits. Their website is helpful all in its own; however, they also provide their readers with other helpful sites. |
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The Communications Network
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The communications network was formed to help foundations and other philanthropies communicate more effectively. |
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Green Media Toolshed
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This organization was created to "strengthen the community`s infrastructure of the environmental movement". Green Media Toolshed has resources to raise public awareness. |
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Visitor Studies Association (VSA)
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VSA is a professional organization focusing on all facets of the visitor experience in museums, zoos, nature centers, visitor centers, historic sites, parks and other informal learning settings. The VSA mission to understand and enhance visitor experiences in informal learning settings through research, evaluation, and dialogue. The site contains a searchable archive of VSA publications and recommended reading list. |
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Tools of Change: Proven Methods for Promoting Health, Safety and Environmental Citizenship
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The Tools of Change web site, based on the principles of community-based social marketing, offers specific tools, case studies, and a planning guide for helping people take actions and adopt habits that promote health and/or are more environmentally-friendly. The case studies include a broad sampling of programs to offer a wide variety of approaches and tools used, locations, types of organizations and participants, activities being promoted and problems being addressed and approaches that have worked as well as examples of potential pitfalls. |
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Frameworks Institute
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The Frameworks Institute aims to advance the non-profit sector`s communications capacity by identifying, translating, and modeling relevant scholarly research for framing and re-framing the public discourse about social problems, including global warming. The website offers samples of some of the reports and materials produced including a Framing Toolkit. |
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Society of Environmental Journalists (SEJ)
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The Society of Environmental Journalists is the only U.S.- based membership organization of working journalists dedicated to improvements in environmental reporting. The site includes links about various environmental topics and biweekly news tips to notify journalists of potential environmental stories and sources. |
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The Biodiversity Project
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Biodiversity Project works to make people aware of the importance of biodiversity and to build their commitment to saving it. The website provides various resources including publications, public opinion research, tools for advocates, and tip sheets. |
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MarketingProfs
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MarketingProfs bridges the gap between theory and business practice, publishing some of the best thinking in the industry to the benefit of all marketing practitioners. MarketingProfs provides marketing know-how through its newsletters, templates, guides, online seminars, and conferences. It also provides platforms for learning and discussion through its blog, the Daily Fix, and its forum, the Know-How Exchange. |
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Conservation Psychology
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Conservation Psychology is a network of researchers and practitioners who work together to understand and promote a sustainable and harmonious relationship between people and the natural environment. The website is intended to serve as a central location for research and practice associated with Conservation Psychology. It contains background information, a growing list of social scientists contributing to this field, and key resources. |
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Committee on the Human Dimensions of Global Change
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The Committee on the Human Dimensions of Global Change was formed in 1989 to help guide research in the United States on the interactions between human activity and global environmental change. The committee provides broad scientific expertise and judgment to the U.S. Climate Change Science Program and others, focusing on two main tasks: developing the intellectual basis for progress in understanding human-environment interactions, and setting research directions for the future. The committee`s publications and activities reflect its work on these tasks. |
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Empowerment Institute - Global Action Plan
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Empowerment Institute is the world`s premiere consulting and training organization specializing in the methodology of empowerment. Its state-of-the-art empowerment tools have been applied over the past twenty-five years to achieve significant and measurable behavior change at the organizational and community level. Its clients consist of corporations, public sector agencies and non profits. |
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American Association for the Advancement of Science - Science & Policy
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The American Association for the Advancement of Science (AAAS) is an international non-profit organization dedicated to advancing science around the world by serving as an educator, leader, spokesperson and professional association. In addition to the journal Science, AAAS publishes a number of online and print materials. The website provides a good resource for locating all the publications and facilitating communication between different groups. |
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Population and Environmental Psychology (Division 34 of APA)
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APA Division 34 members conduct research and advance theory to improve interactions between human behavior and environment and population. The Division 34 newsletter, Population and Environmental Psychology Bulletin, is an unrefereed forum for the sharing of news, ideas, and opinions in population and environmental psychology. |
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The EnviroLink Network
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The EnviroLink Network is a non-profit organization which has been providing access to thousands of online environmental resources since 1991. The website has a comprehensive listing of links organized by category. |
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Academy for Educational Development
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AED works with organizations that are trying to create social change. Among other services, they provide assistance with communications,
evaluations, materials development, program design, marketing, and planning. One of AED's focus areas is on changing environmental behaviors. |
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Water Words That Work
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Water Words That Work is a web video series and blog that helps nature protection and pollution control professionals become more confident and successful whenever they set out to change everyday citizens` minds and behavior by equipping professionals with the right vocabulary and perspective. |
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International Association of People-Environment Studies (IAPS)
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IAPS is the forum for scholars who have an interest in an interdisciplinary exchange and in the study of the transactions and interrelationships between people and their socio-physical surroundings (including built and natural environments) and the relation of this field to other social and biological sciences and to the environmental professions. |
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Environmental Communication Network
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The Environmental Communication Network (ECN) is a community of scholars, professionals and activists concerned with the role of communication in environmental affairs. The ECN web site is a good place to start when looking for information about environmental communication, including related journals, bibliographies, filmography, education programs, and additional links. |
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GreenCOM Resources Center
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The GreenCOM resource center has over 3,000 books, journals, reports, videos, audiotapes and other classroom materials for environmental educators and communicators. |
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Academy for Educational Development
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AED works with organizations that are trying to create social change. Among other services, they provide assistance with communications, evaluations, materials development, program design, marketing, and planning. One of AED's focus areas is on changing environmental behaviors. |
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the goodman center
Andy Goodman |
The Goodman Center is a new online education venture, dedicated to helping "do-gooders learn to do better". The Center is a partnership between Lipman Hearne, one of the nation's leading marketing and communications firms, and Andy Goodman, renowned communications consultant and author. The Center's online offerings will be designed to teach nonprofit professionals how to effectively communicate the significance of their causes. The courses will offer guidance on how organizations can convincingly reach out to stakeholders through storytelling, strategic communications, market research, and compelling presentations. |
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Applied Environmental Education and Communication
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This quarterly journal presents the latest environmental developments in the fields of education, communication, social marketing, journalism, and behavioral science, as well as information on sustainability education, environmental interpretation, risk communication, public relations and outreach, environmental health communication, governmental and corporate public awareness, and environmental campaigns around the world. |
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Valuing Nature
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ValuingNature.org provides a forum for asking: are the successes of today's dominant strategies for creating behavioral change adequate if we are to meet the huge environmental challenges that we face, and might there be alternative approaches? The site discusses and evaluates recent research in psychology and developments in marketing along with reasoning to adopt behavioral changes. |
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The Bridge
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The best online Educational Resources on oceans and marine science.
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The Center for Ecosystem Survival
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CEF works to increase individual participation and action in preserving biodiversity and protecting ecosystems worldwide. Programs include
Adopt an Acre, Adopt a Reef, Nature Savers, Conservation Parking Meters, and several teachers' guides and resources. |
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Classroom Antarctica
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This site, developed by the Australian government, is a resource for information and educational tools related to Antarctica.
In addition to eight different topics, each including a number of activities, the site provides recent news, articles, and an index
relating to Antarctica, its exploration and environment. |
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Community Action Guide
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This Action Guide, created by World Wildlife Fund and Center for a New American Dream, helps suggest ways to take on group action projects. A great resource for teachers and organizations working with large groups of young people! |
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EE-Link
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EE-Link, a project of the North American Association for Environmental Education, is a comprehensive source of environmental education resources for teachers and students.
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Earth Charter
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The Earth Charter is a declaration of fundamental principles for building a just, sustainable, and peaceful global society for the 21st century.
Created by the largest global consultation process ever associated with an international declaration, endorsed by thousands of organizations representing millions of individuals, the Earth Charter seeks to inspire in all peoples a sense of global interdependence and shared responsibility for the well-being of the human family and the larger living world. |
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No Impact Project
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Environmental Education Curriculum for Middle and High School Teachers |
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Environment Canada: Freshwater
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This site offers teacher guides, activities, and lessons for teaching about water to a all different grade levels. It also links to information about Canada's water policy and the connection between water and culture.
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Environmental Literacy Council
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This group is dedicated to helping people, especially young people, understand and participate in making positive choices for the environment. Issues covered include: air and climate, land, water, ecosystems, energy, food, and environment and society. Each section includes a plethora of information for students and educators. |
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Environmental Resources Center
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ERC is a great resource for educators looking to teach about water. Their website links to education initiatives focused on water issues and conservation, curriculum guides, and other pollution prevention education tools. |
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EnviroScape
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These highly acclaimed educational models are effective, comprehensive teaching tools for watersheds, non-point source water pollution, wetlands, and more. |
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EPA Student Center
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This educational portion of the EPA website is designed to expose middle and high school students to a wide range of environmental issues. The water portion of the site provides information on numerous current marine and freshwater issues. |
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Global Learning and Observations to Benefit the Environment
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GLOBE is an international science and education program utilizing field-based data collection as a tool for learning, collaborating, and advancing understanding. It is a cooperative effort of schools all around the world and led in part by a number of U.S. federal agencies. Student data is reported through the Internet, where it can be shared and maps be made from it. For teachers they offer workshops, guides, videos, and web chat.
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Marinebio.com
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This site is a cornucopia of information on marine biology, marine research, and educational activities. |
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Neptune's Web
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Neptune's web offers resources for both teachers and students with lesson plans, an encyclopedia of oceanography, trivia, information on student and teacher education programs, and links to other oceanography sites.
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NOAA Ocean Explorer
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This educational site offers lesson plans, exploration activities, history, a library, and more all focused on ocean exploration.
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Oceanlink
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This site offers a lot of interesting and accessible information about various ocean topics, making it a great resource for kids interested in the ocean and ocean life. In addition to mini lessons, it includes 'Ask a Scientist' and news on ocean conservation issues.
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The Ocean Report Guide for Marine Educators
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This interactive, web-based guide features audio files with Peter Benchley, classroom activity ideas, information on the ocean, and lots of great resources designed for 4th through 8th grade students. |
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Ocean World
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A great oceanography site for educators and students. Information and activities for teaching oceanography are provided for educators and students are able to conduct research on current oceanography topics. |
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Odyssey Expeditions - Biology Learning Center
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The Biology Learning Center offers condensed mini-courses on a variety of topics including fish biology and ecology, mangroves, tides and coral reefs. Lessons are well written and include helpful pictures and diagrams. |
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Project WET
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This nonprofit water education program for educators and students promotes awareness, appreciation, knowledge, and stewardship of water resources through the dissemination of classroom-ready teaching aids and programs. In addition to the comprehensive Project WET Curriculum and Activity Guide, the program has a wide range of materials in their online store. |
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Project WILD
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Project WILD is an interdisciplinary environmental education program that uses wildlife as the basis to teach students from kindergarten through high school about ecosystems and sustainability. The website offers curriculum and conference information for teachers. |
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Seafriends
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Seafriends offers hundreds of pages of illustrated lessons on dozens of oceanography topics including currents, storms and waves. Similar resources about soil, resource management, conservation, biodiversity, and the disappearance of beaches are also available.
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Sea Profiles
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Sea Profiles - an Interactive Journey of Ocean Exploration is a fun and informative CD-ROM educational program that takes the user on a voyage to unveil ocean mysteries. The program focuses on the waters of Florida, Bermuda, the Bahamas, and the Sargasso Sea. |
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Smithsonian Ocean Programs
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This site provides links to the Smithsonian Institution's marine programs including research, exhibits, expeditions, reports, and marine biology. |
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The Sustainability Education Center
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The Center's website allows educators to order educational material with focus on sustainability. |
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Sustainable Seas Expeditions
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This 5-year expedition conducted by National Geographic and NOAA is investigating and researching U.S. National Marine Sanctuaries. The website details the expeditions and provides resource books, classroom ideas, and activities that correlate to each expedition. |
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Teaching and Learning for a Sustainable Future
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This UNESCO site offers information about its multimedia professional development program for educators. The site is easy to use and provides examples of activities for educators. |
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Water Environment Federation
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The Water Environment Federation is a nonprofit technical and educational organization dedicated to preservation and enhancement of the global water environment. The international network includes professionals from 32 countries, and the website offers current news stories and educational resources for kindergarten through university-level students. Subject areas include wastewater, industrial wastewater, biosolids, watershed issues and more. |
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The Pew Research Center for the People & the Press
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The Pew Research Center for the People & the Press is an independent, non-partisan public opinion research organization that studies attitudes toward politics, the press and public policy issues. In this role it serves as a valuable information resource for political leaders, journalists, scholars and citizens.
The Center conducts regular monthly polls on politics and major policy issues as well as the News Interest Index, a weekly survey aimed at gauging the public's interest in and reaction to major news events. Shorter commentaries are produced on a regular basis addressing the issues of the day from a public opinion perspective. In addition, the Center periodically fields major surveys on the news media, social issues and international affairs.
All of their current survey results are made available free of charge on their website. |
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Roper Center for Public Opinion Research
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The Roper Center for Public Opinion Research is one of the world's leading archives of social science data, specializing in data from surveys of public opinion. The data held by the Roper Center range from the 1930s, when survey research was in its infancy, to the present. Most of the data are from the United States, but over 50 nations are represented. |
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Africa Talks Climate
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Africa Talks Climate is a major research and communications partnership project undertaken by the BBC World Service Trust to provide valuable insight into the public's understanding of climate change in Africa. The major objective of Africa Talks Climate is to identify ways to engage, inform and empower Africans in local, national and international conversations about climate change. Ten countries have been identified as the focus of research: DR Congo, Ethiopia, Ghana, Kenya, Nigeria, Senegal, South Africa, Sudan, Tanzania and Uganda, and the site has Research Briefings on Ethiopia, Ghana, Kenya, Senegal and Uganda. |
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EPA's Nonpoint Source Outreach Toolbox
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As part of EPA's Nonpoint Source Outreach Toolbox, this site provides a sample collection of baseline attitude surveys, stormwater program-related surveys, and evaluations of media campaigns from around the country. |
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Applied Environmental Education and Communication
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This quarterly journal presents the latest environmental developments in the fields of education, communication, social marketing, journalism, and behavioral science, as well as information on sustainability education, environmental interpretation, risk communication, public relations and outreach, environmental health communication, governmental
and corporate public awareness, and environmental campaigns around the world. |
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CORE
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CORE (Consortium for Oceanographic Research and Education) is a non-profit organization representing academic institutions, aquariums, and non-profit research organizations with the goal of promoting and enhancing ocean research and education. CORE is involved in education, research, and public policy activities. |
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EPA Environmental Education Center
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This site had a wealth of resources for teachers including curriculum, activities, background information, community service projects, conferences, and student scholarship and award information. They also provide a dictionary, summary of all laws affecting environmental
policy, and news resources. |
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GreenCOM Resource Center
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he GreenCOM resource center has over 3,000 books, journals, reports, videos, audiotapes and other classroom materials for environmental educators and communicators. |
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Green Teacher
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This magazine by and for educators is intended to enhance environmental and global education across curricula at all grade levels (K-12). Selected articles, activities, and ideas as well as subscriptions can be accessed online. |
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Institute for Learning Innovation
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This non-profit learning research and development organization conducts research, develops models, and offers assistance to free-choice learning centers such as museums, science centers, and libraries. |
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National Environmental Education and Training Foundation
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This environmental education foundation provides grants and guidance for environmental education programs. |
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North American Association for Environmental Education
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NAAEE provides support, guidelines, and resources for environmental educators and programs. |
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Inter-University Consortium for Political and Social Research
ICPSR
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An international consortium of about 700 academic institutions and research organizations, ICPSR provides leadership and training in data access, curation, and methods of analysis for the social science research community. ICPSR maintains a data archive of more than 500,000 files of research in the social sciences. It hosts 16 specialized collections of data in education, aging, criminal justice, substance abuse, terrorism, and other fields. |
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