Meeting supporters of Canada’s environmental movement where they are (audience segmentation analysis)
This study draws on a sample of 335 of the 2,651 respondents to EcoA’s Partner-Supporter Survey (Spring 2019) to reveal how the values and behaviour of this group of supporters of Canadian environmental groups changed during the two years of the COVID-19 pandemic. The findings found more radical views (increased support for degrowth) and a preference for positive messaging. This document is confidential to the participating organizations, please contact us if you would like more information on this study.
Keywords: SSHRC, partners, supporters, social values, environmental organizations
Marjolaine Martel-Morin, PhD candidate, Université de Montréal