People in either ends of the spectrum, the Alarmed who tend to be much more egalitarian and concerned about climate change, and the Dismissive who are much more in that radical individualism perspective.
The Alarmed are highly motivated right now to take action, but they don't know what to do. Okay, as a community, we've done a far better job with that group of explaining the threat, then we have the solutions. And so one of the key things that we really try to emphasize is how important it is to give people, not just the solutions, but what's called in psychological terms, a sense of efficacy. There's a deep literature here about how important is to give people solutions that they know of, that they have the ability to enact those solutions, and most importantly, that if they do them, it will make a difference. So one communication need is to communicate to the Alarmed and even the Concerned, here are the things that you can do. But to the other groups that are mostly in the middle, they really just don't know that much about the issue. There is still a need to basically communicate five key facts. Okay, and through our work, we think it basically comes down to the five key facts that everybody ought to know. And moreover, we boiled those down to just 10 keywords.