The data reveals that two-thirds of Australians, whether living in cities or rural areas, are supportive of renewable energy projects – and the majority support initiatives in their own communities.
The report shows that lack of awareness and disinformation campaigns are key contributors to the perceived regional resistance of Australia’s efforts to reach net-zero.
Contrary to the widespread belief that most regional Australians are opposed to renewable energy projects, the reality is far more encouraging.
A new study, Winds of Change: Regional Australians’ Real Views on Renewables, conducted by communications firm Porter Novelli Australia and market research firm Quantum Market Research, reveals that two-thirds (67%) of Australians, whether they live in cities or rural areas, are supportive of renewable energy projects.
While the number of Australians who are supportive of initiatives in their own communities is slightly lower, the report nonetheless shows a clear majority.
The data shows that most Australians are optimistic and prepared for a clean energy future, with 59% recognising the positive impacts renewable projects will have on their community. In addition to environmental benefits, there is anticipation of lower energy bills, job creation, and local economic growth.
Despite this, ongoing disinformation campaigns have overshadowed the supportive voices. These campaigns have led to the consensus that less than half (49%) of regional people favour renewable energy projects, when the true level of support is actually much higher (66%). The research also found that a disturbingly high proportion of people have been convinced of widely debunked disinformation, such as the idea that offshore wind farms harm whales.
The research revealed that a staggering 43% of Australians are unaware of renewable energy projects in their state or region, and that one in five (16%) don’t know about any renewable projects at all, despite the hundreds of projects underway across Australia.
This has likely fed the idea that our transition to renewables is still a future hypothetical instead of a current reality and poses the obvious question: if more people were aware of the successful, low-drama rollout of hundreds of renewable projects across the country, would there be more confidence and willingness to get on board?
Porter Novelli Chief Executive Officer, Rhys Ryan, said that the key to a smoother transition towards net-zero was effective early engagement with rural communities.
“Porter Novelli has spent years working alongside regional Australia across agribusiness, public health, for government initiatives and launching renewable energy projects. Recently, we’ve grown increasingly frustrated by the oversimplified view that regional Australians are against renewables,” Ryan said.
“So-called NIMBYism is a perfectly rational response to the sudden announcement that there will be a major industrial project happening next door. People oppose developments in every city all the time. Demanding to be consulted about what is happening in our own communities is not the same as ideological opposition to a low-carbon future.
“As Porter Novelli supports renewable energy companies and regional communities through the energy transition, we wanted to uncover how more projects could be switched on – not with costly conflict, but with genuine benefits for everyone involved.
“Real facts are essential to guide this process, which is why we teamed up with one of Australia’s leading market research firms, Quantum Market Research, to conduct this study.”
Porter Novelli Managing Partner and Agribusiness Lead, Patrick McClelland, said communication with regional communities must be flexible, localised and must address their unique concerns.
“We often see renewable companies try to provide community benefits without effectively engaging communities. This often leads to outcomes that fall short of good intentions.
“Focusing on shared values like economic opportunity, drought-proofing and sustainability will foster deeper support for renewable projects.
“Plus, by genuinely involving locals in the planning process, we can ensure that renewable projects meet operational targets, while enhancing the wellbeing of communities surrounding them.”
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