The "six tribes of climate change". Which one are you?

Campaigners (27%) – deeply committed, but pessimistic that we can solve the problem, needing to be convinced that solutions are authentic and effective
Optimists (17%) – also committed, but up-beat about solving the problem; motivation is more social.
Confused (19%) – open-minded and looking for clarity about the issue and what they should do
Followers (9%) – less sure on the issue, but ready to join in nonetheless
Unwilling (12%) – accepting of the issue, but not prepared to do anything themselves
Rejecters (16%) – confidently rejecting of the issue, feeling well informed

So which one are you? These surveys love to stick people into boxes that seem to be mainly made up of marketing speak, but do any of the descriptions seem to apply to you? Read our explanations and then tell us which pigeonhole you fit into.

Climate conscious consumers fall into one of six "tribes" according to new research released today by The Climate Group

The groups were identified as part of on online study to understand the behaviours of green consumers and how they view brands that are addressing the issue of climate change. With current cynicism towards perceived corporate "greenwash", companies certainly have their work cut out convincing people of a genuine and long-term commitment to the issues; 69% of those surveyed couldn't name any brand as taking a lead on climate change.

With prompting however, the grocery industry emerged as making inroads: Tesco, The Co-operative, M&S and Sainsbury's took four out of the top five slots in the 'Climate Brand Index', which tracks consumer opinions on how brands are performing.

Read here for survey findings | Green Barometer on Consumer Attitudes Reads "Moderate to Poor"

Related: Survey concludes that green consumerism is still in a niche |

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