A recent study by Ogilvy PR has shed light on the significant divide among Australians in their views on the nation’s clean energy future, the effectiveness of communication around its benefits, and who they trust when it comes to information on this topic. The Believability Index, which measures the credibility of organizations, spokespeople, and messaging in the realm of clean energy, has provided valuable insights into these areas.
According to the Index, Australians consider climate experts to be the most trustworthy source of clean energy information, followed closely by established climate groups and climate-related industry groups. The majority of respondents value information that is supported by scientific evidence and rooted in hard facts, as well as references to reliable sources. However, local community groups, local councils, journalists, business leaders, influencers and politicians were rated lower in terms of believability.
Intriguingly, a considerable portion of Australians (22%) feel that no specific group is most trustworthy on the topic of clean energy. Nino Tesoriero, Chief Counsel and Sustainability Practice Lead at Ogilvy emphasizes that this underscores the need for credible experts to bridge the communication gap between science-backed sources and those who may not have access to such information. He emphasizes the importance of amplifying the voices of experts supported by scientific evidence in discussions around clean energy issues.
Despite widespread support for energy transition among Australians, many express concerns about how renewable energy projects are communicated on their way towards achieving a net-zero future. While a significant majority are on board with the transition, 30% remain skeptical about the immediate threat of climate change. Tesoriero advocates for a collaborative approach to communication that encourages experts to engage openly and consistently with communities to address misinformation and foster understanding.
Overall, these findings highlight the critical role that science-backed experts play in shaping public discourse around clean energy issues. By amplifying their voices through accurate information rooted in scientific evidence, there is an opportunity to build stronger trust and engagement on the path towards a sustainable energy future for Australia.
