The results from this study have been analysed across three different categories: climate change audience segments, civic behaviours and private behaviours. These themes have been further segmented to discuss the implications of age and gender on environmental behaviours.

This paper outlines findings from a segmentation study conducted in May-June 2021 by Monash and Massey Universities. The research identifies five different COVID vaccine audience segments and what motivates them to get or not get vaccinated, to support the tailoring of campaign messaging for maximum engagement and vaccine uptake.