The Five Australias

In order to be an effective advocate on issues you care about, one of the critical ingredients is understanding your audience. When an issue becomes polarised, as climate change has become in Australia, it's easy sometimes to oversimplify and lump people into a for, or against category.

Recent research has shown however, that people's beliefs and attitudes in Australia are diverse and wide-ranging.

You may have heard of 'Global Warming's Six Americas', and we're thrilled that recently the research was completed for a domestic audience. The research classifies the population into five distinct groups who share similar views and understandings about climate change. 

The study has uncovered some extremely valuable findings that get to the heart of how people in these five categories perceive the issue, what they respond to well and not so well.

Download the free report summary

The full version of the academic study is available online for rent, or purchase ($6/$15/$38).

Access the full study

We'd like to acknowledge the University of New Engalnd and the report authors for their fine work:
Hine, D.W., Reser, J., Phillips, W. J., Cooksey, R, Marks, A. D. G. , Nunn, P., Watt, S.E., Bradley, G.L., Glendon, A.I. (2013). Identifying climate change interpretive communities in a large Australian sample. Journal of Environmental Psychology, 36, 229-239