New Survey Shows That Americans Significantly Overestimate Renewable Energy’s Role in Powering the Nation
Makovsky Survey Reveals How Consumers Make Energy Decisions and the
Information Sources and Channels They Trust the Most
Americans considerably overestimate renewable energy’s role in the
U.S.’s overall energy use; base their energy decisions on societal
impacts; have the most trust in the solar industry; and get a majority
of their energy information from television news. These are just a few
of the insights from a new national survey and corresponding report by
Makovsky, one of the nation’s leading integrated communications
consultancies. The report, How
Americans Make Energy Decisions, offers an instructive look into
where U.S. consumers think energy comes from; how they make energy
consumption decisions; which channels they turn to for information; and
which energy sources they trust the most.
The survey of over 1,000 adults from across the U.S., representing
varied political viewpoints, a wide range of age groups and diverse
income levels, shows that:
Americans overestimate the contribution of renewable energy in
powering the U.S. and underestimate the role of coal, oil and natural gas
now and in the future. In 2016, solar and wind together made up just 3%
of U.S. energy consumption, while survey respondents put the figure at
20%. Furthermore, respondents predict that wind and solar will make up
34% of energy consumption in five years; however, the experts predict
that they will be less than 5% of our energy consumption. Conversely,
respondents perceived fossil fuels to be a much lower percentage of the
energy mix than they are today and projected them to be even less in
five years.
“There’s an imbalance between perception and reality with regard to
renewable energy’s role in the American energy economy. Consumers are
hearing a lot about the rapid growth of solar and wind, but perception
will not start to become reality until after 2025—the projected peak
year for coal, gas and oil. Nevertheless, what our data indicates is
that the renewable energy industry has done a better job of
communicating its successes and they are winning the minds of
Americans,” said Andy Beck, Executive Vice President of Energy,
Manufacturing and Sustainability at Makovsky.
Energy efficiency ranked as the “most important/absolutely essential”
energy solution for the future, according to multiple generations.
Decisions on energy use are driven more by “how society will be
impacted” than “personal impact”. More than half of respondents
(53%) indicate societal impact is more important in energy use
decision-making than personal impact (38%). Where societal
considerations take precedence, most often energy choices are driven by
concerns for the environment (29%), health (27%) and future generations
(26%). For those whose energy choices are motivated by personal impact,
more weight is placed on financial concerns (58%) than personal health
aspects (42%).
Americans actively seek and pay attention to energy news on a
wide range of topics and what’s happening in the industry. More than
half of those surveyed (57%) report getting information or hearing about
energy issues a few times a week.
TV news stands out as the go-to energy information resource, while
Americans say they rarely visit corporate websites. The majority of
respondents (72%) say they receive most of their energy information from
television news. Online news (49%) and newspapers or magazines (41%)
were the next most frequently cited information sources. Millennials,
GenX and Baby Boomers response for online news was about the same, but
Baby Boomer where much higher than Millennials with regard to receiving
information from newspapers and magazines. Importantly, very few
respondents said that they view corporate websites (6%) as sources of
information.
“The wide gap between TV news and industry websites highlights the need
for energy companies to re-evaluate their website content and user
experience as well as the critical need to use video to better educate
and influence Americans,” commented Beck.
Consumers consider the solar industry most trustworthy for
information—the natural gas industry is a close second and the coal
industry ranks last.
Makovsky’s energy report is available at www.makovsky.com.
About Makovsky
Founded in 1979, Makovsky
is one of the nation's largest and most influential independent
integrated communications firms. Makovsky attributes its success to its
original vision: that the Power of Specialized Thinking™ is the best way
to build reputation, sales and fair valuation for a client. Based in New
York City, Makovsky has agency partners with nearly 2,000 professionals
in 100 cities through IPREX,
the second largest worldwide public relations agency partnership, of
which Makovsky is the founder.
During 2014 and 2015, Makovsky won more than 50 awards for the agency,
its client campaigns and its people. Recently the firm was ranked #7 in The
New York Observer “PR Power 50 List” of most influential firms
in New York City.
View source version on businesswire.com: http://www.businesswire.com/news/home/20161025005400/en/
Copyright Business Wire 2016