ecoAmerica Study on Environmental Attitudes

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.

Nick Aster is a new media architect and the founder of TriplePundit.com

TriplePundit.com has since grown to become one of the web's leading sources of news and ideas on how business can be used to make the world a better place.

Prior to TriplePundit Nick worked for Mother Jones magazine, successfully re-launching the magazine's online presence. He was instrumental in the creation of TreeHugger.com, managing the technical side of the publication for 3 years as well as an active consultant for individuals and companies entering the world of micro-publishing. He earned his stripes working for Gawker Media and Moreover Technologies in the early days of blogging.

Nick holds an MBA in sustainable management from the Presidio School of Management and graduated with a BA in History from Washington University in St. Louis.