Americans Aren’t So Sure Clean Energy is Good for the Environment

The public is not convinced that renewable energy is good for the environment, and it isn’t just Republicans who are skeptical. In a recent multi-state Shearwater Strategies poll on energy storage, 75% of people thought a local project would substantially increase deployment of renewable energy, but only 45% thought such a project would benefit the environment. This gap appeared in red, purple, and blue states – and across liberals, moderates, and conservatives. Not enough people associate local renewable energy deployment with a cleaner environment.

In focus groups, most people care about the environment. But local concerns like habitat destruction end up resonating far more than planet-warming air pollution does. Even people who care about the global environment can struggle to weigh the benefits of carbon-free electricity against increased mining and land use for renewable energy projects. Clearer connections between renewable energy projects and local environmental issues would provide a boost to state policy and project permitting efforts.

Shearwater Strategies uses custom audience research to help clean energy and climate technology firms understand what their key audiences really think – and turn those insights into strategies that resonate, like messaging that inspires people to support renewable energy or energy storage projects in their community.

Over the next few days, I’ll share more takeaways from recent polling and focus groups that may help communicators, developers, investors, and policy influencers sharpen their strategies. Next, I’ll cover energy affordability. If deeper insights into your core audiences would improve your strategy, please reach out.