In the quest to understand consumer behavior towards climate change, surprising revelations are unfolding. Doug Rubin, the founder of Northwind Climate, introduces us to a fascinating group uniquely categorized as “climate doers.” Contrary to popular belief, these individuals are far more diverse than the typical image of environmentally-conscious consumers—those seen shopping for organic produce or supporting local businesses.

According to Rubin, “climate doers” include approximately 15% of U.S. consumers, and intriguingly, many of them frequently dine at fast-food restaurants. Even more astonishing, around 30% of these climate-conscious individuals identify as Republicans. This demographic shift indicates a growing coalition of consumers who prioritize climate-friendly choices while maintaining varied political backgrounds.

Northwind Climate, emerging from Rubin's political survey expertise, has successfully raised a total of $1.05 million in a pre-seed funding round led by notable angel investors like Tom Steyer and former Massachusetts governor Deval Patrick. What distinguishes Northwind is its analytical approach; it classifies consumers based on behavioral patterns rather than traditional demographic divides.

Beyond the “climate doers,” Northwind Climate identifies four additional behavioral groups, which include the “climate distressed” — individuals who feel less secure and concerned about climate issues — and “climate deniers” — often older retirees skeptical about climate change narratives. Notably, Rubin emphasizes, despite their skepticism, there are still effective messaging strategies that resonate with climate deniers.

For example, in promoting electric vehicles (EVs), Northwind suggests tailored messaging: for climate doers and the distressed, automakers should frame EVs as a choice pivotal for reducing pollution and saving money. However, the message shifts for climate doubters and deniers: focusing on freedom, emphasizing that Americans should have the autonomy to choose whatever vehicle fits their preference, including clean and affordable electric options.

The company boasts a robust database compiled from over 20,000 survey respondents, with a steady increase of about 2,500 participants each month. This data is pivotal, as Northwind conducts specialized surveys every three months to provide sector-focused insights for their clients.

Northwind Climate offers subscribers comprehensive access to its findings for $10,000 quarterly or $40,000 annually. Subscribers can customize their inquiries by incorporating up to four additional questions each quarter, making this a cost-effective solution compared to traditional survey methods.

Although there’s a concern that such data could facilitate corporate greenwashing, Rubin is confident that today's consumers are discerning and knowledgeable. “Our research reveals that brands risk significant reputational damage when they make exaggerated or unsubstantiated claims,” he asserts.

Looking ahead, Northwind is developing an innovative virtual focus group powered by AI. This model, trained on its extensive survey responses, will evaluate marketing content—ranging from television adverts to social media campaigns—providing insights similar to those from traditional human-led focus groups. This tool is expected to be available within the next few months.

Rubin firmly believes that businesses are missing crucial opportunities to engage with this broad spectrum of climate-conscious consumers. “The data shows that consumers, regardless of their political affiliations, genuinely want brands to take the climate crisis seriously. They will support companies that approach these issues thoughtfully and authentically,” he said.

As the conversation around climate change continues to evolve, it is clear that a diverse coalition of consumers is emerging, ready to drive change in unexpected ways. Will brands be ready to meet this new demand?