Evaluating the Issue of Climate Change in Different Audience Segments of the Lithuanian Population

Abstract

The article examines the challenge of understanding climate change, using the ‘Six Americas’ research methodology to analyse 2022 data from a representative survey of the Lithuanian population. The results reveal distinct audience segments and differences in their recent attitudes toward climate change. The research identified various audience types in Lithuania, with the ‘concerned’ and ‘cautious’ segments being predominant. These segments display notably different attitudes toward climate change. Taking into account the differences between audience segments, more effective communication strategies can be planned.