EarthMinded Research
Helping environmental organizations use psychological science to drive real-world impact
Applying Psychology To Environmental Action
Why Behavioral Science Matters
Most environmental challenges are not caused by a lack of scientific knowledge. They are caused by human behavior, perception, and decision-making.
EarthMinded Research helps organizations understand how values, identity, and social norms shape environmental attitudes and policy support. By applying psychological science to environmental communication, policy engagement, and public education, we help organizations translate scientific knowledge into meaningful public action.
Leadership Team
Sarah Cavrak, PhD
Dani Purvis, MA, MPH
Dani Purvis, MA, MPH
Founder & Director of Research
Dr. Sarah Cavrak is a cognitive and behavioral scientist with more than 20 years of experience studying human decision-making and environmental attitudes. Her work focuses on the psychological drivers of environmental behavior, values-based communication, and public engagement in conservation and climate poli
Founder & Director of Research
Dr. Sarah Cavrak is a cognitive and behavioral scientist with more than 20 years of experience studying human decision-making and environmental attitudes. Her work focuses on the psychological drivers of environmental behavior, values-based communication, and public engagement in conservation and climate policy. She has served for more than six years as an executive board member of the Surfrider Foundation, advancing coastal protection, water quality monitoring, and nature-based solutions while engaging in congressional advocacy on state and federal coastal and climate policy.
Dani Purvis, MA, MPH
Dani Purvis, MA, MPH
Dani Purvis, MA, MPH
Director of Policy & Development
Dani Purvis is an environmental policy advocate and conservation leader with over 12 years of experience advancing land protection and sustainability initiatives. She holds dual master’s degrees in Public Health and Climate Change & Global Sustainability, bringing an interdisciplinary perspective to environ
Director of Policy & Development
Dani Purvis is an environmental policy advocate and conservation leader with over 12 years of experience advancing land protection and sustainability initiatives. She holds dual master’s degrees in Public Health and Climate Change & Global Sustainability, bringing an interdisciplinary perspective to environmental policy and community wellbeing. Dani serves on the board of Wild Cumberland and plays an active leadership role in regional land protection coalitions and the Sierra Club, helping advance conservation policy and grassroots environmental action.
Who We Work With
At EarthMinded Research, we support conservation organizations, environmental nonprofits, sustainability initiatives, and policy and advocacy organizations in the following issue areas:
- Land protection
- Species & habitat protection
- Water & air quality
- Plastic pollution
- Offshore wind & oil drilling
- Carbon emissions
- Renewable energy
Our Methodologies
Quantitative
Quantitative
Quantitative
Our quantitative methods measure patterns at scale and test what drives engagement, support, and behavior change.
- Surveys – Assess attitudes, values, beliefs, and behavioral intent.
- Experimental Studies & Message Testing – Identify which framings and interventions are most effective.
- Audience Segmentation – Distinguish priority groups to tailor outreach and strategy.
- Pre/Post & Longitudinal Evaluation – Measure change over time and demonstrate impact for funders.
Qualitative
Quantitative
Quantitative
We use qualitative methods to understand how people interpret environmental issues — what they value, what motivates them, and where resistance or opportunity emerges.
- Focus Groups – Explore shared beliefs, social norms, and message resonance.
- 1:1 & Stakeholder Interviews – Surface motivations, experiences, and decision-making across key audiences.
- Message & Narrative Analysis – Assess how existing communications shape understanding and response.
- Community Listening Sessions – Gather grounded, place-based insights to inform inclusive engagement strategies.
Research Questions We Help Organizations Answer
Examples include (but are not limited to):
- What values resonate most with coastal communities around offshore wind development?
- Which environmental messages increase bipartisan support for land conservation?
- What motivates volunteers to stay engaged in long-term conservation campaigns?
- How do different communities perceive climate adaptation strategies?
- How do political identity and personal values shape attitudes toward climate and conservation policies?
- What drives donors to contribute to environmental organizations and sustain long-term giving?
