Fair, Feasible & Urgent: framing fossil phaseout policies in a world of energy uncertainty
How to Build Public Support for Policies that Limit Fossil Fuels & Fossil Fuel Companies
We know “limiting” is often losing.
We consistently see that when it comes to energy transition policies, “bans”, “restrictions” and “limitations” are a tough sell. At the same time, however, the simple truth is that at some point, we’ll have to find ways to curtail our fossil fuel use if we want to save the world. Just increasing clean energy isn’t enough on its own.
What is the opportunity and obstacle for fossil fuel phaseout messaging?
People are keenly aware of the downsides of fossil fuels. They think fossil fuels are actively harmful to the climate, their health, and even the economy.
We don’t face a challenge when it comes to favorability, we face one when it comes to perceived feasibility of a phaseout. This is a significant hurdle that an effective clean energy transition message will have to clear.
The war in Iran unfortunately hasn’t helped
Since 2025, support for a fossil fuel phaseout hasn’t moved. Instead, people are significantly more worried about energy security, and are responding to that fear with the belief that we need to be producing more energy–of all kinds.
How can we reframe fossil fuel phaseout policies to land against this backdrop?
- Standards, not bans: Energy transition policies that emphasize upholding air, water, pollution, methane, and fracking standards outperformed policies that centered on banning fossil fuels.
- Protections, not just prohibitions: Energy transition policies that mention what we’re protecting (e.g., no drilling in sensitive areas) outperform policies solely focused on what we’re taking away (e.g., no new drilling licenses).
- Big polluters, not people: People want fairness from polluters. Energy transition policies that emphasize holding big polluters accountable for the costs of their pollution outperform policies that seem to generalize the blame.
Finding a bigger “why”: shifting from limitation→protection.
For every one of these policies, the goal isn’t just “using less” or “getting rid” of fossil fuels. It’s protecting people and the things that matter to them. In our testing, messages that focus on the consequences of oil & gas consistently beat even the strongest opposition messages. The less we rely on oil & gas, the safer we are from…
- Climate change that’s overheating planet that’s threatening the people and place we love
- Chemical pollution that makes our air dirty and water toxic
- Corporate greed that rakes in record profits while raising costs for everyday people
- Conflicts abroad undertaken and lives lost for the sake of oil
What is in this fossil fuel phaseout communications guide?
This global guide explores the challenges and opportunities for fossil phaseout messaging and provides data-backed guidance on the most effective frames for building support for fossil phaseout policies. The study surveyed global respondents across 10 countries: Australia, Brazil, Canada, Germany, India, Japan, Mexico, Nigeria, United Kingdom, and United States.
The research answers questions like the following:
- How do people around the world view fossil fuels and clean energy?
- How have recent geopolitical events like the Iran conflict and growth of artificial intelligence influenced energy policy preferences and security concerns?
- What fossil fuel limitation policies have majority support?
- What messaging is most effective for increasing global support for a transition away from fossil
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