Transforming environmentalism starts with including those who are currently excluded.
We act based on data to better identify our environment.
On the eve of the 2024 general elections in Mexico, we conducted a comprehensive public opinion and values study on climate change in Mexico to segment the population into relevant audiences.
WE HAVE IDENTIFIED SEVEN GROUPS
with diverse characteristics in terms of age, ideology, values, political engagement, and attitudes toward climate change.
We want ordinary people to drive extraordinary change.
Much of the country holds conservative, religious, and traditional values. We see this as an opportunity: there are deep connections between the principles of care, intergenerational responsibility, love for the land, and family concerns.
We avoid generic appeals to “everyone.” Instead, we identify specific segments that have an emotional connection to the land and a latent openness to environmental stewardship. We are particularly interested in rural communities, the urban poor, indigenous peoples, and workers in the fishing, agriculture, energy, tourism, and transportation sectors. These groups, often overlooked by traditional environmental strategies, possess a unique potential for political mobilization.
Our qualitative and quantitative research provides deeper insight into the values, fears, aspirations, and communication preferences of Mexicans.
We analyze information consumption patterns, the narratives people identify with, and the institutions they trust. This insight enables us to provide guidance rather than manipulation: we design strategies that resonate linguistically, are grounded in experience, and align with people’s actual priorities.
We build bridges and create spaces for dialogue, demonstrating that environmental stewardship is a deeply conservative cause: defending our homes, our communities, our children, and our future.