Issue Targeting Scores
The Innovation Hub with support from partners has developed new target scores—beyond climate or the environment generally—to identify and target people who prioritize specific environmental issues: air quality, clean energy, drinking water, food safety & sustainability, public lands & waterways, oceans, and wildlife.
NEW in 2026: we have also created scores that reach audiences at the intersection of the environment and related issues of the day: cost of living & affordability, MAHA & a more persuadable MAHA “Curious” audience, MAGA (useful for exclusions), voter behavior scores such as voting for Biden in 2020 and switching in 2024, and a disengaged environmental voter audience comprised of registered environmental voters who did not vote in the 2022 midterm election.
Target your issue message to people who prioritize that issue. This effective issue based approach is designed to help you reach the right audiences with the right messages, broaden our target audience (demographically, ideologically) for a more inclusive movement, and improve the efficiency of your media spend. Use these scores online or offline, for advocacy or fundraising, for c3’s or c4’s.
This playbook details the scores’ use cases, how your organization can access, the research and development process, and opportunities to partner on experiments.
This work was supported by the Combined Defense Project, Earthjustice, Earthjustice Action, EDF, LCV, NRDC & NRDCAF, NWF, and The Wilderness Society. The research and models were supported by YouGov and INTRVL.
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