Climate Asia provides the first comprehensive picture of how people are affected by and responding to changes in climate and their environment in Bangladesh, China, India, Indonesia, Nepal, Pakistan and Vietnam. While previous climate change communication often focused on global warming, carbon emissions and extreme weather, Climate Asia addresses the effects of climate change that people feel in their day-to-day lives.
Almost everyone who took part in the Climate Asia research identified significant changes in their environment and levels or quality of basic resources over the past ten years. However, how these changes affect people’s lives and how they respond to them varies widely. Climate Asia has identified four key factors that have the biggest impact on people’s ability to respond:
- Access to information
- Willingness to change
- The extent to which people feel that they can make decisions as a community
- The impact that they feel these changes are having on their lives and the resources (financial and informational) that they have at their disposal
Using these factors, Climate Asia analysed the research data to segment people into five groups – surviving, struggling, adapting, willing and unaffected – across the region. Each audience group has distinct communication needs that vary according to the extent to which they are currently responding to the changes in their lives.
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