Climate change communication insights from cooperative Extension professionals in the US Southern states: finding common ground

Climate change is often avoided in educational programming due to its perceived polarizing nature. Identifying areas of agreement may help educators introduce climate change topics and help audiences begin to listen. As part of a survey of Extension professionals in the southeastern US, respondents shared their thoughts about climate change. Based on methods used by Maibach, Leiserowitz, Roser-Renouf, and Mertz (2011). Identifying like-minded audiences for global warming public engagement campaigns: An audience segmentation analysis and tool development. PLoS ONE, 6(3), e17571], we categorized respondents using the Six Americas segments. Qualitative data analysis techniques were applied to identify common themes. Five themes emerged as common across most segments: (1) confusion and mistrust abound, (2) educators face barriers to climate change education, (3) economic aspects of climate change are important, (4) we should be good stewards of Earth, and (5) adaptation is an agreeable strategy. By identifying climate change message frames with which people may agree, regardless of how they feel about climate change, educators may be able to better communicate with broader audiences.