Doug Rubin's startup, Northwind Climate, has unveiled a surprising demographic of 'climate doers' who prioritize eco-friendly purchases while frequently dining at fast food restaurants. About 30% of these consumers identify as Republicans. The startup, which recently raised $1.05 million in pre-seed funding, utilizes behavioral analysis from surveys to classify consumers into five distinct groups regarding their climate concerns. Northwind also offers a subscription service for companies to access valuable consumer insights and is developing an AI model to analyze marketing materials. Rubin emphasizes the need for brands to authentically connect with this diverse consumer base.