A recent study by Ogilvy PR has shed light on the divide among Australians in their views on the nation’s clean energy future, as well as the effectiveness of communication around its benefits and who can be trusted when it comes to information on this topic. The research was based on the Believability Index, which measures the credibility of organizations, spokespeople, and messaging in the realm of clean energy.
According to the index, climate experts are considered the most trustworthy source of clean energy information by Australians, followed closely by established climate groups and industry groups with a focus on clean energy. Respondents valued information that was backed by scientific evidence, rooted in hard facts, and referenced reliable sources. Local community groups, local councils, journalists, business leaders, influencers, and politicians were rated lower in terms of believability.
Interestingly, 22% of respondents said that no specific group is most trustworthy when it comes to clean energy issues. Nino Tesoriero, Chief Counsel and Sustainability Practice Lead at Ogilvy PR emphasized that this highlights the need for credible experts to bridge communication gaps. He advocated for elevating the voices of experts supported by scientific evidence in discussions around clean energy issues.
Despite widespread support for energy transition among Australians, many expressed concerns about how renewable energy projects are communicated on the path towards achieving a net-zero future. While 60% of respondents were open to transitioning to renewable energy sources such as solar panels or wind turbines in their homes or businesses, 30% remained skeptical about the immediate threat of climate change. Tesoriero urged experts to engage openly and consistently with communities to address misinformation and foster understanding around clean energy issues.
Overall, the research findings underscored the critical role that science-backed experts play in shaping public discourse around clean energy issues. By amplifying their voices and providing accurate information rooted in scientific evidence, there is an opportunity to build stronger trust and engagement among Australians towards a sustainable energy future.
The study also highlighted a significant divide among Australians when it comes to their perceptions of who can be trusted when it comes to information on this topic. Climate experts are seen as being highly credible sources while other groups such as local community groups or local councils are considered less reliable.
Additionally, some respondents expressed concerns about how renewable energy projects are communicated on the path towards achieving a net-zero future. While many Australians support transitioning to renewable sources such as solar panels or wind turbines in their homes or businesses (60%), there remains skepticism about immediate threats from climate change (30%) which indicates that more work needs to be done in addressing misinformation and fostering understanding around these issues.
