Who are climate-conscious consumers? Not who you’d expect, says Northwind Climate

Automated excerpt

Take a category of consumers that Doug Rubin’s startup, Northwind Climate, calls “climate doers. ” They’re concerned about climate change and tend to prioritize climate-friendly purchases, the sort of identifiers who might be stereotypically associated with things like buying organic foods or prioritizing local businesses. “Turns out that the climate doers category actually are the consumers who most frequent fast-food restaurants,” Rubin told TechCrunch. What’s more, some 30% of climate doers are Republicans, he added. But, Rubin adds, “even in that [climate deniers] bucket, there are messages and ways that work with them.

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