Talking about... renewable energy policy and infrastructure

Three do’s and a don’t for communicators

Do remember that dissenting voices on new renewable energy developments are loud but few. Speak to and for the majority who are on board, instead of letting a small minority drown out the conversation.
Do talk about how we’re investing in the clean energy transition, as this is a source of progress and pride for people across the country.
Do talk about having a more secure energy supply as part of the story but don’t make it the only story – by itself it lacks clarity and emotional resonance.
Don’t paint the oil and gas industry as a cartoon baddie – or rubbish the people who work there or have worked there. Instead, talk about the industries and companies we need now and in the future. Show how they can provide good jobs to power the nation.

Messaging

Example message:

“Renewable energy already powers around half of Britain’s electricity. We need to build on this to maintain the progress we’ve already made. As we move away from fossil fuels and rely more and more on clean energy, we’re investing in a more prosperous society and building a better future for everyone.”

Think about how you could adapt this message if you’re talking to specific segments, scroll down for tips to get you started.

Progressive Activists

Two tips for talking with Progressive Activists:

Progressive Activists care deeply about this, and feel it should be a priority. They understand the need to transition away from fossil fuels and overwhelmingly think it will be a good thing for the UK and the world. But they struggle to believe we’re doing enough and that governments will act sufficiently.
Show progress that’s already happening on clean energy and how popular it is. Talk about how governments can ramp up and speed up progress, and how people and communities can benefit.

Incrementalist Left

Two tips for talking with Incrementalist Lefts:

Incrementalist Lefts care deeply about this, and want to see more renewable energy, especially when it brings community benefits. They favour improving the status quo over radical change and are already getting on with action in their communities.
Show progress that’s already happening on clean energy and how popular it is. Celebrate the home-grown local energy projects communities are already creating, the positive impact they’re having, and how we can do more.

Established Liberals

Two tips for talking with Established Liberals:

Established Liberals are optimistic about renewable energy’s capacity for technological innovation and its role in reinforcing Britain’s global leadership.
Highlight how quickly green businesses have advanced and proliferated, and the economic benefits and competitive advantages this brings. Talk about how clean energy is an investment in a prosperous society and a better future for everyone.

Sceptical Scrollers

Two tips for talking with Sceptical Scrollers:

Sceptical Scrollers know climate change is happening and are concerned, but they approach life with more scepticism generally. They want leaders who stick to their principles and promises, and are up for radical change to address society’s big problems, especially at a local level.
Talk about how relying more and more on clean energy means improving our local areas and securing a more prosperous future for everyone. Emphasise how investing in clean energy brings more benefits than sticking with the status quo.

Rooted Patriots

Two tips for talking with Rooted Patriots:

Rooted Patriots want ambitious action on climate change, with a focus on what’s local and fair, rather than what’s happening globally. They are proud of Britain and its past and want a sensible, measured approach to change. They are open to renewable energy if it is framed engagingly.
Show why relying more and more on clean energy makes common sense, that it means protecting our cherished places and livelihoods, and offers a sense of security. Talk about how most Brits support our progress so far and want to see more of it. Emphasise that by investing in home-grown power we can protect what matters most – our families and communities.

Traditional Conservatives

Two tips for talking with Traditional Conservatives:

Traditional Conservatives place high importance on respecting our environment, but are less sold on policies which they associate with a loss of freedom. They prefer gradual, incremental change that retains the way of life they cherish. They don’t respond well to being told we’re failing to make progress.
Talk about how the progress we’re already making towards using more clean energy is helping to protect our environment and British way of life. Show that it is a way to safeguard and respect the things we hold dear, and to invest in a secure energy supply. Bring to life what this looks like in local areas and how this is an investment in a secure and prosperous future for our children and grandchildren.

Dissenting Disruptors

Two tips for talking with Dissenting Disruptors:

Dissenting Disruptors think climate change is an important issue, but they have strong fairness concerns when it comes to actions and policies, and don’t trust that leaders will take ordinary people into account. They feel very disconnected from society and frustrated with the status quo.
Show how our move towards clean energy is an investment in a more prosperous future for British people. Be clear how British industries and those working in them can be supported in this transition. Give voice to ordinary people who are benefitting from clean energy jobs, infrastructure and community energy.