Surprises can sometimes be found within everyday data. Doug Rubin’s startup, Northwind Climate, has identified a consumer category referred to as “climate doers.” These individuals exhibit concern about climate change and tend to prioritize eco-friendly purchases, often associating with behaviors like buying organic foods or supporting local businesses.
Rubin informed TechCrunch that the “climate doers” are surprisingly frequent patrons of fast-food restaurants. Additionally, approximately 30% of these individuals are Republicans, according to Rubin.
Northwind Climate originated from Rubin’s experience in the political realm, where surveys play a crucial role in understanding public sentiment and identifying potential voters. The startup recently raised a $1.05 million pre-seed round, as disclosed exclusively to TechCrunch, with participation from angel investors such as Tom Steyer, former Massachusetts Governor Deval Patrick, and Alexander Hoffmann of Susty Ventures.
Instead of categorizing individuals based on demographics like political affiliation, generation, or region, Northwind Climate explores survey responses for behavioral indicators that assist in classifying consumers. Alongside climate doers, representing about 15% of U.S. consumers, Northwind Climate has identified four other behavioral groups, ranging from those “climate distressed,” who are less concerned and financially secure than the climate doers, to climate deniers, who often consist of retirees perceiving media exaggeration of the climate issue.
Rubin points out that even within the climate deniers group, there are methods to effectively communicate messages. Northwind Climate conducted analysis related to electric vehicles, suggesting that for climate doers and the “climate distressed”—the groups more inclined to purchase electric vehicles—automakers should present the cars as a matter of choice. The suggested pitch reads, “We’re providing choices for those who care about reducing pollution, saving money on gas, and helping address climate change.” Conversely, for climate doubters and deniers, the emphasis shifts to freedom, with the pitch focusing on the idea that Americans should have the freedom to drive what they want, aiming to make electric vehicles clean, affordable, and practical.
The startup has compiled a database of 20,000 survey respondents across eight surveys, with an addition of 2,500 respondents monthly. Northwind also conducts industry-specific surveys every three months to gain deeper insights.
Companies subscribing to Northwind’s service, which costs $10,000 quarterly or $40,000 annually for a typical customer, can include up to four personalized questions in each quarterly survey. According to Rubin, this option is cost-effective compared to conducting a single annual survey.
The platform offers subscribers access to collected data, the questions posed, and basic analyses like cross tabulations. Northwind Climate is developing a chatbot for users to request specific analyses through straightforward language.
Some concerned consumers may view the platform skeptically, fearing it could facilitate greenwashing by companies. However, Rubin dismisses this concern, citing that their survey data indicates consumers are discerning and recognize the risks to brands from making exaggerated or false claims.
Moreover, Northwind is working on a “virtual focus group,” an AI model utilizing survey data to evaluate marketing materials like TV spots or social media ads. This model aims to provide feedback similar to a human focus group and is expected to be available in four to five months, with continuous updates from new data.
Rubin holds that companies have overlooked opportunities to engage with climate-conscious consumers. He believes that data illustrates that consumers, not limited to any political affiliation, desire intelligent approaches from companies and will reward those that meet these expectations.