Client case · Milieudefensie

Understanding the People Willing to Contribute to Climate Campaigns

Milieudefensie is the Dutch branch of the Friends of the Earth International network. This is the largest environmental network in the world, with national organizations in 75 different countries. Together with 2 million members and donors worldwide, they campaign for a sustainable and fair world.

Client:

Milieudefensie
Expertise:

Campaigns & Storytelling
Market:

Climate & Environmental Advocacy

Audience

Have an overview of the size of its target groups
Approach

Deeply understand people who are willing to contribute to campaigns
Impact

Further refine its tone, language and story

The challenge

Understanding the people willing to contribute to campaigns

Concerns about the climate crisis are great. Many people want to contribute in their own way to tackling this major problem. Milieudefensie’s campaign focuses on large polluting companies: it is committed to ensuring that they reduce their CO2 emissions to meet the guidelines of the Paris Agreement (2015). To this end, Milieudefensie is building a major movement to put pressure on these companies through public actions and legal cases. It needed in-depth information about the people who would be willing to contribute to its campaigns.

?

What is the size of Milieudefensie’s target group, what are its characteristics, what distinguishes it from the rest and how can it be reached?

Our Approach

Using a large, up-to-date database and a values-driven approach

Use a values-driven approach

Milieudefensie joined forces with us to benefit from all the knowledge hidden in our large and up-to-date database, and also because of our values-driven approach.
Show the size and characteristics of the target group

We clearly showed the size of Milieudefensie’s target group, what its characteristics are, what distinguishes it from the rest and how it can be reached.
Deepen the existing insights

The research did not lead to completely new insights, but it did further deepen Milieudefensie’s existing insights.

The outcome

What the client gained

An overview of target-group size

The research gave Milieudefensie a clear overview of the size of its target group.
A deeper understanding of potential contributors

Milieudefensie gained in-depth information about the people willing to contribute to its campaigns, including their characteristics, what distinguishes them from the rest and how they can be reached.
A refined tone, language and story

With this information, Milieudefensie can further refine its tone, its language and its story.

A large group of Dutch people supports Milieudefensie’s strategy to tackle large polluting companies.

This was the conclusion from the research that stood out most to Milieudefensie.

Values-driven
Traditional

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“It is remarkable how much relevant data Glocalities can present.”

Wijnand Duyvendak

Project Director, Milieudefensie

In short

From data to campaign decisions

We clearly showed the size of Milieudefensie’s target group, what its characteristics are, what distinguishes it from the rest and how it can be reached. The research further deepened its existing insights, enabling Milieudefensie to further refine its tone, language and story.

Evaluation

Glocalities works quickly, is customer-oriented and has a wealth of information and analyses to offer.

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