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New research shows Australians are clearly divided over how they perceive the country’s clean energy future, how its benefits are communicated and who they can trust. I am. These are the key findings from Ogilvy PR’s latest Credibility Index, which examines the credibility of organizations, spokespeople, and messages.
Australians cite climate experts as the most trusted source for clean energy information (56%), followed by established climate organizations (38%) and climate industry associations (37%). They preferred information that was backed by science (71%), solid proven facts (58%), and cited reliable sources (52%).
Just 14% chose local community groups as one of their most trusted voices, followed by local councils (10%), journalists (9%), national business leaders (8%) and local business leaders ( 7%), social media influencers (6%), and politicians (5%).
More than one in five (22%, or around 4.4 million Australians) believe that ‘certain groups are not to be trusted’ on this issue. Nino Tesoriero, Ogilvy’s principal advisor and sustainability practice leader, said this is evidence of a communication gap that needs to be filled by trusted experts.
“This year’s Trust Index results clearly demonstrate that science-backed expert voices are most trusted in this important conversation,” he said.
“This is a great opportunity to make these trusted voices even more visible in communicating clean energy issues. Knowing that accurate information based on scientific facts still matters to most people. That’s reassuring.”
The majority of Australians support the energy transition, but nearly nine in 10 (86%) are concerned about how renewable energy projects will be communicated on the path to net zero. I am.
With three in 10 Australians (30%) remaining skeptical about the imminent threat of climate change, Mr Tesoriero said a more collaborative communication approach was needed.
“These results show that unless science-backed experts speak out, the transition to renewable energy is vulnerable to misinformation, community concerns and division.” Ta.
“We need these experts to speak openly, honestly and regularly about the energy transition and what it means for specific communities.”
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