How people think and feel
People are supportive and proud of the UK’s move towards clean energy
People across the political spectrum are supportive of our progress towards clean energy. 74% of those intending to vote Conservative and 74% of those intending to vote Reform like or don’t mind seeing wind turbines in the countryside.
“There's a new housing estate… and there's loads of houses being built and every single one's going to have solar panels on… I think it's a good thing. Possibly just the way of moving forward… so I think yeah, it's a good idea.”
Rooted Patriot, Doncaster
“So I go on a lot of holidays to the Norfolk coast and there's plenty of wind farms out in that direction that you can drive past on the way there and see while you're out there…I think that they can provide a lot of power and I think that they are a good idea in principle… I see them, they make me feel a little bit positive that at least there's some renewable stuff going on… I can't afford to do things like solar panels for myself, but I like to see it happen where it can and I'd rather see that than a big coal power plant…”
Traditional Conservative, Oxfordshire
In Scotland people are proud of the offshore wind industry. For 63% of people it makes them proud to be Scottish compared to 5% who say it makes them feel ashamed. Meanwhile the North Sea oil and gas industry makes 54% proud and 9% ashamed.
“...Scotland does have a better track record when it does that stuff… they've got massive wind farms and they've got massive hydro. It's just one of the most advanced countries in the world for renewable…”
Sceptical Scroller, Glasgow Central Constituencies
In Wales, people are almost as proud of renewable energy projects (61% proud, 4% ashamed) as they are proud of their coal mining heritage (68% proud, 3% ashamed).
“...To be honest, I don't mind them. I know there's a big wind farm outside Cemaes Bay and when you're driving down and you see them and they're spinning, I actually, I know this sounds weird. I mean they are quite ugly, but I also find that there's something quite mesmerising about them…”
Rooted Patriot, Anglesey
“...I'd rather have a wind turbine than a coal burning or a nuclear power station myself. So they don't particularly bother me.”
Progressive Activist, Swansea
Stories of progress are more compelling than stories of failure or radical change
People are more likely to resonate with messaging that talks about what Britain has already done and what progress has already, and will continue to be, made with renewable energy.
Responses to different messaging and language used to talk about progress with transitioning away from fossil fuels and towards renewable energy (Source: More in Common and Climate Outreach, July 2025)
| Messaging and language | Response |
|---|---|
Story of failure: “Previous governments failed to develop enough new renewable power sources, so now we need much greater ambition” |
52% find this compelling |
Story of radical change: “Our current system depends on unstable fossil fuels – we need to completely overhaul our energy system” |
54% find this compelling |
Story of progress: “Renewable energy already powers around 40% of Britain’s electricity – we need to build on this to maintain the progress we have already made” |
67% find this compelling |
Please note: the ‘40%’ statistic used in the wording of the bottom statement was created solely for the purposes of questioning survey participants about hypothetical progress on renewable energy. The actual value in 2024 was 50.8% (RenewableUK, 2025. https://www.renewableuk.com/news-and-resources/press-releases/official-stats-show-renewables-generated-over-half-uk-s-electricity-for-the-first-time-in-2024/)
The extent to which people find ‘renewable energy already powers around 40% of Britain’s electricity – we need to build on this to maintain the progress we have already made’ compelling, by segment.
Please note: the ‘40%’ statistic used in the wording of the bottom statement was created solely for the purposes of questioning survey participants about hypothetical progress on renewable energy. The actual value in 2024 was 50.8% (RenewableUK, 2025. https://www.renewableuk.com/news-and-resources/press-releases/official-stats-show-renewables-generated-over-half-uk-s-electricity-for-the-first-time-in-2024/)
Support for renewable energy vastly outweighs opposition
Only 15% of people don’t like seeing wind turbines in the countryside.
Feelings towards seeing wind turbines in the countryside, by segment
Only 11% don’t like seeing solar panels on roofs.
“...I've got solar power and it's absolutely brilliant… and tonight I'll probably make about eight pounds in profit just exporting that back to the grid…”
Rooted Patriot, Anglesey
Feelings towards seeing solar panels on people’s roofs, by segment
“I think they're [solar panels] a good thing… there was a house I looked at that had solar panels and bills were significantly lower than any other places that I looked at… I've heard they're really expensive to put up but I don't know if that's true, but I think they're good in the long run. In terms of wind farms, I mean I think they're good… they're not the.. prettiest things to look at, but if they generate good wind energy then that's a good thing.”
Incrementalist Left, Basingstoke
“...I think that it should become more compulsory that newbuild properties actually have them [solar panels] as standard… I think it's a positive step forwards. I know that my parents have had them fitted, they've had them for years and they used next to no energy at all throughout the year. I mean unfortunately the price of them years ago was very high and it was only people that had some spare cash or were lucky that would be able to afford…”
Progressive Activist, Swansea
“I've got solar panels, I think it's a good idea. This week and last week it's pretty much half or more the electric usage of our house, which is great to be honest.”
Established Liberal, North Cotswolds
Most people are fine with new onshore wind farms near their home
92% of people feel positive or neutral about new onshore wind farms built on poor quality farmland near their home, to provide clean energy to the local area.
Word cloud of open-text responses to the question ‘In a few words, how would you feel if an onshore wind farm was built on poor quality farmland within one mile of your house to provide more clean energy specifically to your local and surrounding area?’ (Source: More in Common and Climate Outreach, June 2025)
Only 6% of people would feel positive about their council blocking local wind and solar farms near their house
Word cloud of open-text responses to the question ‘In a few words, how would you feel if your local council blocked all new small-scale wind and solar farms near your house and in the surrounding areas within the council boundaries?’ (Source: More in Common and Climate Outreach, June 2025)
But most people don’t feel ashamed of fossil fuel industries, and are worried about the people who work in them
Support for renewable energy doesn’t mean people rubbish or dismiss fossil fuel industries. While many worry about the world’s dependence on fossil fuels, most don’t have straightforwardly negative feelings about these industries.
We saw that renewables in Wales and Scotland give people similar or more pride in their country today as fossil fuels. But the positive material benefits people have received from coal, oil and gas in the past, and the positive feelings towards them, cannot be dismissed. When asked to choose directly, a significant minority in both Scotland (29%) and Wales (26%) think the transition to renewables is a bad thing, rather than a good thing (40% in both countries). For many, fossil fuel industries are connected to their feelings of national identity and history.
“Yeah, I think it is definitely a positive change moving away from the likes of oil and gas. I mean there is that battle in terms of the amount of people that are maybe being put out of jobs and things like that and that's obviously a big concern these towns that have built up around these fossil fuels…”
Incrementalist Left, Glasgow
“I think when you think of people losing their jobs, obviously as humans with feelings and stuff, you're going to feel sorry for them because that's their livelihood and you wouldn't want to be in that situation… However, on the other hand, when you think from the other perspective you're thinking, okay, if this is what's going to happen to have cleaner, less polluted environment, maybe that's the way to go…”
Sceptical Scroller, Glasgow Central Constituencies
“I think there's got to be a compensation part of it. And then second to that is these people are quite niche in terms of their skillset. So there's also an education element of it and how we can upskill them into other industries…”
Sceptical Scroller, Glasgow Central Constituencies
Strategic implications
Normalise enthusiasm for clean energy
We’re a nation of clean energy enthusiasts. Yet often people assume that we’re a nation of “NIMBYs” (Not In My Back Yard). We need to show how far we’ve come, and how much further we’re prepared to go to clean our energy supply.
Talk more about how clean energy is a good investment in a more secure and self-sufficient future for our society. Show how continuing our transition to clean energy leads to good things for us all.
Increase the number of people benefitting from clean energy
Policy makers should prioritise more grants and support for clean energy projects, particularly for lower-income households. This should be accompanied by clear and inspiring communication.
We can invest in a better future without trashing the past
People are far more excited by the future of clean energy than they are enraged or appalled by the ‘dirty’ energy we’re moving away from. Unlike climate activists, most people don’t see fossil fuels as morally repugnant. Most see them as a necessity, albeit a worrying one. For many, there’s a strong sense of pride and identity in the industries that powered our country, forged communities and provided jobs.
When tackling climate change is framed as trashing a valued part of our shared past or present, we lose vital support. It doesn’t need to be this way. People who value the past can – and do – recognise the need for change. Don’t assume wanting to tackle climate change requires us to see the oil and gas industry as a cartoon baddie.
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