As the following section suggests, there are many divisions of studies and practices in the field of environmental communication, one of which being social marketing and advocacy campaigns. Though this is a broad topic, a key aspect of successful environmental campaigns is the language used in campaign material. Researchers have found that when individuals are concerned & interested about environmental actions, they take well to messages with assertive language; However, individuals who are less concerned & interested about environmental stances, are more receptive to less assertive messages. Although communications on environmental issues often aim to push into action consumers who already perceive the issue being promoted as important, it is important for such message producers to analyze their target audience and tailor messages accordingly.