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There is new research on whether people view climate action and cost of living as competing goals–and what that means for effective messaging. 76% of Americans agree we’re living in a “cost of living crisis” today, and 48% are very worried about it.

What does that mean for clean energy and climate communicators? Especially when opponents are pushing a narrative that clean energy is expensive while fossil fuels are cheap?

The Yale Program on Climate Change Communication recently conducted a nationally representative survey on Americans’ top worries across 14 different issues, including the cost of living, the economy, global warming, immigration, crime, government corruption, etc. They found that cost of living is one of Americans’ top worries, but top worries vary dramatically, depending on the audience.

Potential Energy Coalition recently completed an extensive research project in the US to answer a few critical questions:

1. What do people mean when they say “cost of living” is a top issue today, and how much do energy bills specifically factor into these concerns?

2. To what extent do people view clean energy and climate action as part of the problem or part of the solution for energy affordability?

3. Against this backdrop, what messages are most effective at driving support for clean energy and climate action?

4. How can we most effectively respond to questions or concerns about the cost of clean energy when raised?

Potential Energy Coalition is eager to share what they’ve learned with you! They invite you to join them for a discussion hosted by the Yale Center for Environmental Communication. They’ll be sharing key findings from the research, including both audience insights and effective messaging recommendations.

For more information about Potential Energy Coalition