Northwind Climate2025-03-19T21:32:39+00:00

Business intelligence for the climate economy.

Northwind Climate’s data-driven SaaS platform delivers proprietary business intelligence to companies to help maximize the return on their climate tech and sustainability investments.

Backed by our own cutting-edge research and proprietary modeling, Northwind Climate streamlines the market research process and delivers public opinion research, public opinion data and predictive models in a cost-effective and scalable way.

Our Products

Webportal / DataVault Access Subscription

Better understand consumers, track sentiment over time, identify market opportunities and learn how different messages work on targeted segments of consumers. Updated weekly.

Go-to-market Lead Generation

Append our proprietary segmentation model to any new or existing client list, identifying the climate segments specific consumers belong to and the messages that will resonate with them the most.

Custom Research

Individualized full consumer research surveys and communication strategies.

AI Integrations Coming Soon

Ask our data natural language questions and participate in virtual focus groups.

With better data and more effective communication, companies can cut through the noise, identify untapped market opportunities and improve their bottom lines – all while accelerating the profitability and scalability of climate solutions.

NWC’s array of products help companies:

Market Landscape Icon

Understand the market landscape

Communicate effectively across all consumer segments with message guidance and expert insights.

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Attract new customers

Connect climate investments with consumer purchasing decisions.

Authenticity and Trust Icon

Build authenticity and trust

Avoid greenwashing and greenhushing and build brand loyalty.

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Reduce customer acquisition costs

Attract new customers and boost brand loyalty by connecting sustainability efforts and climate initiatives with consumer sentiment.

Many companies are under pressure to show a better rate of return on climate tech and sustainability investments. Northwind Climate can help.

Our Approach

Data Collection

We continually collect consumer and market data to conduct experiments and build and refine proprietary predictive models.

Insights

Users get access to the latest consumer research, message testing and segmentation modeling through an online portal.

Targeting

Users have the ability to append segmentation models to any consumer list to identify specific targets and improve marketing ROI.

Our Climate Value Segmentation Model

Our research identifies five distinct groups of Americans when it comes to climate-related consumption.

These segments are better predictors of consumer behavior around climate issues than demographics or political measures alone.

Across industries, our model outperforms traditional demographics in predicting consumer behavior.

Our software helps companies reach the right consumers more efficiently.

Climate DOERS
15%
• Highest level of climate concern
• Most apt to prioritize climate-friendly purchasing
• Most financially secure
• Early adopters of new technologies
• Most racially diverse
Climate DISTRESSED
27%
• High level of climate concern
• Want to see major changes from corporations
• Doing okay financially but cash gets tight
• Moderately racially diverse
• Suburban, urban
Climate DETACHED
32%
• Climate is less of a priority
• Believe climate change could hurt future generations, but not this one
• Moderately racially diverse
• Suburban, urban
• Moderate
Climate DOUBTERS
18%
• Climate change may be real, but media is exaggerating danger
• Buying climate-friendly products not prioritized but open
• Mostly white
• Suburban, small town, rural
• Moderate to conservative
Climate DENIERS
8%
• Climate change is either not real or it’s a natural phenomenon
• Universally believe media is exaggerating danger
• Mostly white
• Retirees
• Suburban, small town, rural

Across industries, our model outperforms traditional demographics in predicting consumer behavior

Heat Pumps
Consumers who would consider switching to a heat pump even if their current system is working:
Climate Doers
55%
Climate Distressed
35%
Climate Detached
25%
Climate Doubters
16%
Climate Deniers
12%
Age 18-34
44%
Age 35-54
37%
Age 55+
21%
Fathers
46%
Mothers
40%
Not a parent
23%
Democrat
34%
Independent
26%
Republican
22%
Source: Portal Data
Likeliness to Consider an EV for Next Vehicle Purchase
Majority of Climate Do’ers and Distressed are willing to consider an EV purchase, contrasting with lower interest from other segments.
Climate Doers
75%
Climate Distressed
56%
Climate Detached
38%
Climate Doubters
11%
Climate Deniers
5%
Less Than BA
37%
BA or More
49%
Female
38%
Male
46%
Democrat
55%
Independent
33%
Republican
33%
Note: Data are the sum of “very likely” and “somewhat likely”

Our software helps companies reach the right consumers more efficiently

Customer Acquisition Cost (CAC) Improvements

~ 50% decline in CAC as a result of using our modeling

Customer Conversion Improvements

+140% increased conversion as a result of using our modeling

Insights

Why Northwind?

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Better Predictions

Our psychographic consumer models bettwer predict consumer purchasing decisions than traditional demographics like political affiliation, gender, or age.

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Real-Time Insights and Lead Gen

Our tools enhance lead generation, and help indentify the most effective messaging for different audiences.

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Affordable Access

For less than half the cost of a single survey, gain access to surveys annually, including individualized questions.

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Exclusive Climate Focus

We focus exclusively on climate-related issues and stay up to date on the latest research and trends.

World-class Team

Doug Rubin
Doug Rubin
Founder and CEO
Aaron Burgess
Aaron Burgess
Chief Climate Officer
Sara Kazemian
Sara Kazemian
Director of Data
Chris Anderson
Chris Anderson
Co-Head of Research
Matthew Shelter
Matthew Shelter
Co-Head of Research

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