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 who 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%…