A recent study by Ogilvy PR has revealed a clear division in how Australians perceive the nation’s clean energy future and how its benefits are communicated, as well as who they consider trustworthy sources of information in this area. The latest Believability Index from Ogilvy PR explores the credibility of organizations, spokespeople, and messaging in the clean energy sector.
According to the findings, Australians consider climate experts as the most trustworthy sources for clean energy information (56%), followed by established climate groups (38%), and climate-related industry groups (37%). The majority of respondents indicated a preference for information that is supported by science (71%), backed by hard and proven facts (58%), and cited credible sources (52%).
Interestingly, only a small percentage of respondents identified local community groups, local councils, journalists, national and local business leaders, social media influencers, and politicians as trustworthy sources of clean energy information. A significant number of Australians (22%) believe that no particular group is believable on this topic, highlighting a communication gap that needs to be addressed by credible experts.
Nino Tesoriero, Ogilvy’s chief counsel and sustainability practice lead, emphasized the importance of having experts backed by science play a prominent role in communicating clean energy issues. He noted that while most Australians support the transition to renewable energy, there are concerns about how these projects are communicated, especially in the context of achieving net-zero emissions.
With a significant portion of Australians still skeptical about the immediate threat of climate change, Tesoriero underscored the need for a collaborative and transparent communication approach led by science-backed experts. He emphasized the importance of experts speaking openly, honestly
