Issue 24
Check your misperceptions at the door: Environmentalists actually want more nuclear power.
What the data really shows about public opinion of nuclear power
In our ongoing series “the data says something different than you think is true,” let’s take a look at the data on how the public actually thinks about nuclear energy.
Across the U.S., as well as parts of Europe and Asia, nuclear power is having a moment, with growing interest in innovative advanced or small modular reactors. In the U.S., all eyes are on Terrapower’s new project in Kemmerer, Wyoming, a multi-billion dollar, Bill Gates-backed effort that’s been lauded for the jobs it’s bringing to a former coal town and the pollution-free, American-made energy it has the potential to deliver. But we know all too well that public opinion can be an obstacle to clean energy projects. Given nuclear power’s tumultuous and complicated history, visible public support will be especially essential for its return.
That’s why we wanted to take a fresh look at our research examining how the world feels about “new nuclear.” It turns out that the public wants it, the messages work, and this moment matters.
Clear nuclear messaging can help bridge the gap between public concerns and the realities of today’s advanced technologies.
What the data says: The vast majority of people globally support “new nuclear,” especially environmentalists.
- Nuclear supporters outnumber detractors at an average ratio of five to one. Across countries and political parties, there’s strong public support for nuclear technologies.
“I support the use of the latest nuclear energy technologies to generate electricity, alongside other energy sources.” (5-point scale from strongly disagree to strongly agree)
- 76% of Americans believe “advanced nuclear technologies should be an important part of the solution to our energy challenges.” In Sweden, France, South Korea, the UK, and Poland, support levels are 80%+.
- The data says that nuclear opposition is actually very narrow, with fewer than 15% of people identifying as “anti-nuclear.” This small segment is older, skeptical about innovation, and completely immovable in their posture. But the other 85% either supports or is willing to support “new nuclear” and gets much more supportive the more they learn.
- And, perhaps most importantly, people who self-identify as environmentalists had support that was 5 percentage points higher than self-identified non-environmentalists.
Support for use of the latest nuclear energy technologies to generate electricity, alongside other energy
That’s Interesting: An area where we actually agree?
The data shows that in the U.S., one of the most polarized nations in the world, enthusiasm is consistent across Democrats, Republicans, and Independents. In fact, support for advanced nuclear is about 60% or higher across all three parties. Unlike other controversial energy technologies, advanced nuclear energy enjoys a shared space of support on both sides of the aisle.
This shared enthusiasm underscores the role that thoughtful nuclear communication can play in connecting with audiences across the political spectrum.
How to talk about it.
Presuming you’re in the 85%, and yet are wondering how to approach the issue, here is the most effective way to communicate about nuclear:
First, it’s time to “come clean.” While most people are supportive, many don’t know that nuclear provides almost half of America’s clean energy (and all in France). And only half of Americans see nuclear as clean energy. This new campaign tackles this issue and coins the term.
Second, “new nuclear.” What do you call it, given that much of the technology is new, yet perceptions have not been updated? The data says that the term “new nuclear” is most effective, better than frames that duck the history (clean fission) and far more effective than the complicated and non-human “small modular reactor” that is prevalent. It turns out the tried and true marketing principle of “new” encourages reconsideration – not just for Cheerios and shampoo – but for nuclear power as well.
Third, no more pictures of cooling towers. These reduce support because people think it’s smoke not steam. (Remember, when you’re explaining you’re losing.)
Our nuclear messaging insights show that simple, human language helps audiences update outdated perceptions and reconsider what modern nuclear can offer.
We recognize that different organizations have different approaches to nuclear, but to reiterate our role – it’s to bring the very best marketing and consumer thinking to the issue. And from that point of view, the data is clear: the contours of the environmental debate are not the same as they were in the 70s. Climate matters, and the world actually wants new nuclear.
Go deeper: Read our full report, “The World Wants New Nuclear”
Article by John Marshall and Jessica Lu
John Marshall is the founder and CEO of Potential Energy. John advises global leaders on strategies to effectively communicate about climate solutions, and is a frequent industry commentator and speaker. John’s innovative approach to building public support for climate action is informed by his 30+ years of experience advising the leaders of Fortune 500 companies on branding and marketing.
Jessica Lu is Associate Director of Strategy and Analytics and leads Potential Energy’s Insights Lab. She leads teams that execute hundreds of message tests and focus groups and perform in-market measurement analytics to unearth what motivates humans to care about climate change. Jessica graduated from Princeton University with a degree in Civil and Environmental Engineering.
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