Publication
27.11.2013
India: How the people of India live with climate change and what communication can do
How do people in India live with climate change now? How will its impacts shape their future, and how will they, in turn, shape their environment? What are the most effective ways to support people to adapt to climate change, and how best can the media, governments, organisations and businesses communicate with them.
In India, the research was conducted from May to August 2012 across cities and villages in five states: Gujarat, Madhya Pradesh, Odisha, Tamil Nadu and Uttarakhand, and in the city of Mumbai. Using both quantitative and qualitative research, we have built a picture of how people in the states and city surveyed live and deal with climate change. This includes their values, livelihoods, use of food, water and energy, family life, worries, what they watch and listen to, whom they trust the most, what they hope for in the future, and the environmental changes they have noticed or deal with already.
This report builds on this research to make recommendations for communication that enables effective action in response to changes in climate. It includes treatments for targeting specific audiences and segments of the population and data on media use.
