Who in Canada is ready to act on climate change, and what drives their concern? Who is still on the fence?

Join us for a two-part webinar series where we share insights from research that combine a large-scale national survey of over 6,000 Canadians and 13 focus groups. The results are in in-depth understanding of how different segments of the Canadian population engage on climate change and how to use this information to make climate change and communications and engagement efforts more effective.

The first webinar will be about the Five Canadas: Progressive Activists, Civic Nationals, Centrist Liberals, the Disengaged Middle and Fossil Fuel Conservatives, and unpack who is primed to take climate action. Dr. Louise Comeau and Dr. Erick Lachapelle will discuss the main priorities of each segment, who they vote for, and who they trust to talk about climate change.

The second webinar will hone in on how to build a social mandate for climate action based on the Five Canadas audience segments. A core challenge for communicators is engaging Canadians beyond the Progressive Activists, who make up about 15 per cent of the public. Panellists Chris Hatch, Dr. Louise Comeau and Jamie Biggar will outline effective, tested messages that get beyond the climate activist bubble, tips for overcoming key obstacles such as solutions and skepticism, and guidance on best practices when using images in your work.