XR rebels may be interested in this research by Climate Outreach. The research included a survey of over 10,000 British adults, as well as 12 focus groups and 35 in-depth interviews. Seeing we are trying to engage people in climate change locally- this research may prompt us to examine our approach to different social groupings.
In relation to interest and engagement with climate change they found 7 distinct groups of people. Here are the different groups ,a brief description and what percentage they make of the population. More on the website link below.
1.Progressive Activists comprise of 13% of the population. They are described as Opinionated, confident, outward looking and restless for change, Progressive Activists are very engaged across a wide range of issues, with climate change central among them.
2. Backbone Conservatives comprise of 15% of British public. Firmly conservative in their social and cultural views, strong supporters of Brexit and the historic achievements and reputation of Britain in the world
3. Civic Pragmatists comprise of 13% of the British public. Solidly left but not activists, this progressive, practical and moderate segment are anxious about the future –most concerned that the world is becoming a more dangerous place.
4. Established Liberals comprise of 12% of the British public. A mostly Conservative Party-voting segment with right-leaning views about the economy.They feel the least threatened or vulnerable.
5. Disengaged Battlers comprise of 12% of the British public. Lack political engagement. A relatively young segment, are typically urban and, although educated to a medium level, they tend to be financially insecure.
6. Disengaged Traditionalists comprise of 18% of the British public . Disengaged Traditionalists are alienated, disillusioned and sceptical – about progress, about society in general, and to an extent about climate change. Like Disengaged Battlers, they feel excluded and frustrated, and unrepresented politically.
7. Loyal Nationals they comprise 17% of the British public.
The second largest grouping (along with Disengaged Traditionalists, at 18%, they make up 35% of the total population). They have a low or medium level of education, are the lowest earning, are the most likely to describe themselves as working class, and are second most likely to be of the lowest social grade (after Disengaged Battlers).