Drawing on a scientific survey of American climate change beliefs, attitudes, policy preferences, and behaviors, our research has found that the public falls into six distinct groups – each of which currently engages (or not) with the issue in a unique way. The report introduces the six groups by briefly describing each and highlighting how they differ from one another.

A values-based segmentation study, the Ecological Roadmap shows how different segments of the public relate to environmental issues - and why. Most Americans care about the environment but don’t like environmentalists and, increasingly, don’t trust environmental advocacy groups. Nonetheless, the report takes a closer look (through statistics, interviews, and other data) at those Americans who could be a vanguard of environmental behaviour - The Greenest Americans - and their place in an America that also houses the UnGreens.

Canadians do care about the environment and do want to act, but face obstacles — not all of their own making.