Messaging the cost of clean energy in the UK.

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

The UK has made impressive strides in their transition to clean energy over the last two decades. At a baseline, climate action and the clean energy transition already have high support across the UK.

Nationally, most (57%) already believe that clean energy costs the same or is cheaper than fossil fuels. An additional 18% don’t know which is cheaper and could be persuaded by effective climate messaging. Energy affordability remains central to how people evaluate the clean energy transition.

What is the branding opportunity for clean energy in the UK?

We are at a critical moment in the transition to clean energy. With all eyes on the cost of living, we need messages that can continue to educate, engage, and drive support for the benefits of clean energy. The research found that public support for clean energy in the UK is high already, and the right message can effectively frame the economic advantages of clean energy to build a secure, affordable clean energy future.

This highlights the importance of aligning climate communication with public opinion to maintain and strengthen that support.

What is in this clean energy messaging guide?

This guide is designed to show communicators how to help the UK public understand the affordability advantages of clean energy, with audience insights, guardrails, and recommended messages. It provides a clear framework for clean energy messaging in the UK that connects cost, value, and public understanding.

The research answers questions like the following: