Segmentation studies break down the attitudes, values and motivations of specific groups that make up audiences.  One of the most useful segmentation studies for climate storytelling is “Global Warming’s Six Americas” by the Yale Program on Climate Change Communication. It identifies six groups within the American public according to their responses to climate stories: the Alarmed, the Concerned, the Cautious, the Disengaged, the Doubtful and the Dismissive.  This study has been adapted to fit audiences in other countries as well. Yale published a similar study called “Global Warming’s Six Audiences Around the World,” based on a survey of over 100 countries and territories around the world. In Ireland, a 2021 audience segmentation study by the Environmental Protection Agency identified four main groups: the Alarmed, the Concerned, the Cautious and the Doubtful. The graphic below explains more about each of these groups. Source: Environmental Protection Agency 2022