A couple weeks ago, I was invited to attend a briefing by ecoAmerica in San Francisco on the demographics of environmental interest in the United States. It was an eye opening event that started with a psychological study known as VALS. Take a few minutes to take the test here and see how you score. Imagine where on the list you’ll find the majority of environmentalists, the majority of evangelical christians, the majority of Nascar fans, and how those groups might interact and overlap. The bottom line is that the majority of Americans are not especially engaged in environmental matters but darn near all of them *care* if you ask the right questions. Joel Makower has a more in depth break down of the study and the briefing, check it out here.
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