Who are climate conscious consumers? Not who you’d expect, says Northwind Climate

Sometimes, surprises are lurking in everyday data. Take a category of consumers that Doug Rubin’s startup, Northwind Climate, calls “climate doers.” They’re concerned about climate change and tend to prioritize climate friendly purchases, the sort of identifiers that might be stereotypically associated with things like buying organic foods or prioritizing local businesses. “Turns out that the climate doers category actually are the consumers who most frequent fast food restaurants,” Rubin told TechCrunch. What’s more, some 30% of climate doers are Republicans, he added. Northwind Climate evolved from Rubin’s work in the political world, where surveys are vital to understanding shifts in public sentiment and identifying likely voters. The startup has raised a $1.05 million pre-seed round, it exclusively told TechCrunch, with participation from angel investors including Tom Steyer, former Massachusetts governor Deval Patrick, and Alexander Hoffman of Susty Ventures. Rather than divid ... Read full article.