Business intelligence for the climate economy.

Northwind Climate’s suite of business intelligence products helps companies and organizations maximize their return on their climate tech and sustainability investments. Backed by our own cutting-edge research and proprietary modeling, Northwind Climate continuously monitors trends in consumer attitudes, sentiment, perceptions and knowledge gaps across many different sectors and technologies.

Our business intelligence tools help you efficiently and economically uncover consumer sentiment on sustainability and climate — and, most importantly, connect you directly with the people most likely to become your customers.

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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:

Understand the market landscape

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

Attract new customers

Connect climate investments with consumer purchasing decisions.

Build authenticity and trust

Avoid greenwashing and greenhushing and build brand loyalty.

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.

“As costs drop and technology improves, the last frontier in the climate crisis remains successful communications and targeting strategies that help scale and earn long-term value.”

“Northwind Climate is an exciting platform that can provide businesses with the tools they need to leverage their work across consumer demographics, expand markets and ultimately accelerate the climate solutions we so critically need."

Tom Steyer

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

Latest News & Insights

Why Northwind?

Better Predictions

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

Real-Time Insights and Lead Gen

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

Affordable Access

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

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

Founder and CEO

Aaron Burgess

Chief Climate Officer

Sara Kazemian

Director of Data

Chris Anderson

Co-Head of Research

Matthew Shelter