Messaging the cost of clean energy in Canada.

What does the Canadian public currently believe about clean energy and affordability?

At a baseline, climate action and the clean energy transition already have high support across Canada. 67% of Canadians support the clean energy transition.

Canadians don’t need to be convinced of clean energy’s affordability. Nationally, most (51%) already believe that clean energy costs the same or is cheaper than fossil fuels. An additional 20% don’t know which is cheaper and could be persuaded by effective climate messaging.

What is the branding opportunity for clean energy in Canada?

Canada has already made considerable clean energy and climate progress. But against a backdrop of rising electricity costs, there are also distinct hurdles to overcome. Canada’s clean energy deployment comes with its own unique costs and challenges, as well as opportunities for shaping public opinion on energy affordability.

While support for clean energy remains high, having the right messages when it comes to cost of living is critical to protect this support.

What is in this clean energy messaging guide?

This guide is designed to show communicators how to preserve and grow Canadian public support for clean energy in a cost-of-living-crisis, with regional audience insights and recommended messages. It’s grounded in public opinion research to inform more effective climate communication strategies.

The research answers questions like the following: