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Unexpected insights can often be discovered within everyday data. This is exemplified by Northwind Climate, a startup that has identified a unique consumer segment known as “climate doers.” These individuals are deeply concerned about climate change and actively prioritize environmentally conscious purchases, aligning with the stereotype of consumers who favor organic foods and local businesses. However, data analysis reveals surprising nuances in consumer behavior.
Surprising Fast Food Habits of Climate-Conscious Consumers
“It turns out that the climate doers category are actually the consumers who most frequently visit fast-food restaurants,” stated Doug Rubin, founder of Northwind Climate, in an interview with TechCrunch. He further noted that approximately 30% of climate doers identify as Republicans, challenging conventional assumptions about this demographic.
Northwind Climate’s Data-Driven Approach
Northwind Climate originated from Rubin’s background in political campaigning, where surveys are crucial for gauging public opinion shifts and pinpointing likely voters. The startup recently announced a $1.05 million pre-seed funding round, exclusively reported by TechCrunch, with investments from angel investors including Tom Steyer, former Massachusetts governor Deval Patrick, and Alexander Hoffmann of Susty Ventures.
Instead of categorizing individuals based on broad demographic classifications such as political affiliation, generation, or region, Northwind Climate employs data analysis of survey responses to uncover behavioral patterns. These patterns are then used to categorize consumers into distinct groups.
Five Key Consumer Segments Identified
Beyond “climate doers,” which represent about 15% of U.S. consumers, Northwind Climate has delineated four additional behavioral segments. These range from the “climate distressed”—individuals slightly less concerned about climate change and with less financial security compared to climate doers—to “climate deniers,” who tend to be retirees skeptical of media portrayals of climate issues.
Rubin emphasizes that effective communication strategies exist even for the “climate deniers” segment, highlighting the potential for targeted marketing strategies across all consumer groups.
Tailoring Messaging for Electric Vehicle Adoption
Northwind Climate’s analysis of electric vehicle (EV) marketing strategies provides a practical illustration of their approach. For “climate doers” and “climate distressed”—consumer segments most inclined to purchase EVs—the startup recommends framing EVs as a matter of conscious choice. A suggested marketing message emphasizes: “We’re providing choices for those who care about reducing pollution, saving money on gas, and helping address climate change.”
However, for “climate doubters” and “deniers,” who exhibit less inclination towards EV adoption, the recommended marketing pitch shifts from choice to freedom: “Americans should have the freedom to drive what they want. We want to make electric vehicles clean, affordable, and practical for the millions of Americans who want one.” This targeted approach demonstrates how messaging can be adapted to resonate with diverse consumer values.
Expanding Data and Analytical Capabilities
The startup has cultivated a robust database comprising 20,000 survey participants across eight surveys, with a monthly growth rate of 2,500 respondents, according to Rubin. Furthermore, Northwind Climate conducts industry-specific surveys quarterly to gain deeper insights for its clientele.
Subscription-Based Service and Analytical Tools
Companies subscribing to Northwind Climate’s service, at a cost of $10,000 per quarter or $40,000 annually for typical clients, can incorporate up to four proprietary questions each quarter. Rubin points out that this is more cost-effective than commissioning a single annual survey.
Subscribers gain access to Northwind’s comprehensive data, survey questions, and fundamental analyses like cross-tabulations via an online platform. Currently under development is a chatbot feature designed to enable users to request more granular analyses through natural language inquiries.
Addressing Greenwashing Concerns
While some concerned consumers might view such a platform with skepticism, fearing its potential to facilitate corporate greenwashing, Rubin remains confident in consumer awareness. He asserts that surveys indicate consumers are discerning and can identify inauthentic claims. “Our data shows there is a clear risk to brands and their reputations from making claims that are exaggerated or otherwise untrue,” Rubin emphasized.
Virtual Focus Group for Marketing Feedback
Northwind Climate is also innovating a “virtual focus group,” an AI model trained on survey responses. This model is designed to evaluate company marketing materials, such as television commercials or social media advertisements, and provide feedback akin to that of a human focus group. Rubin anticipates this feature being available within the next four to five months, with ongoing data integration to refine the model’s accuracy.
Unlocking Opportunities with Climate-Conscious Consumers
Rubin believes that businesses are currently missing valuable opportunities to connect with climate-conscious consumers. “If you look at the data and where consumers are — and it’s across the board, it’s not just Democrats or Independents — they really want this, and they will reward companies who are willing to be smart about it,” he concluded, underscoring the potential for strategic engagement with environmentally aware consumer segments.