An intriguing study involving over 5,000 registered voters reveals three distinct groups with varying responses to climate and clean energy messaging, all united by a common distrust of institutional sources.
NEW YORK, Sept. 10, 2026 /PRNewswire/ — Heatmap News has unveiled a new report titled Communicating about Climate and Clean Energy in an Age of Affordability. The report, crafted from a comprehensive three-phase study by Embold Research, delves into the varied responses from American voters to climate and energy discussions, especially in an era where the cost of living is a predominant concern.
At the core of the study’s findings is a shared voter concern: rising electricity costs. Despite differing perspectives on climate change, voters are most responsive to cost-related arguments. However, while advocates highlight the affordability of solar and wind energy, many voters remain skeptical, associating clean energy with expensive consumer products and distrusting institutional messengers. Addressing this skepticism is identified as a crucial task in promoting clean energy adoption during these challenging economic times.
“What draws voters to clean energy, more than anything else, is the promise of lower bills, and yet many don’t believe that promise,” said Andrea Everett, Principal Researcher at Embold Research. “Their sense of what clean energy costs was set by the price of a rooftop solar system or an electric vehicle, not by how cheap renewables have become at utility scale.”
Randy Siegel, President of Heatmap News, commented, “We hope this research will stimulate much-needed debate on how public and private sector leaders can engage more effectively with Americans about protecting the environment and believing in clean energy technologies.” He emphasized the need for innovative approaches to address voter concerns about climate change and energy costs.
Key Findings from the Voter Segmentation
The study categorizes voters into three groups: Persuaded (42%), Persuadables (31%), and Skeptics (22%). Each group has distinct values, trusted entities, and resonant arguments.
- “The environment” resonates where “climate” does not. Persuadables show a strong preference for environmental issues (65% consider it very important) over climate change (32%). Skeptics show an even wider gap, with 32% and 1% respectively, due to the perceived partisan nature of “climate.”
- The affordability case is not yet believed. A majority of voters (55%) think solar and wind are only cost-effective because of subsidies, and 57% believe the cost-effectiveness of clean energy is overstated. The perception of high costs persists due to expensive consumer-facing clean energy technologies.
- Every message was easier to like than to believe. Three crafted messages, tailored for different voter segments, were tested. About half of the voters found them appealing, but only a third found them believable.
- The common denominator is the electricity bill. Regardless of message preference, voters consistently return to the issue of reducing bills. “Putting family bills ahead of utility profits” was a significant draw (51%), as was “lower bills for every household” (44%).
- Trust in institutional messengers is low. Independent scientists and researchers are trusted by a majority of Persuadables. However, majorities are skeptical of renewable energy companies, government bodies, and utilities.
The publication of this report signifies the beginning of Heatmap’s ongoing initiative to deepen understanding of American perspectives on climate, energy, and environmental issues. This understanding is intended to guide efforts in project development, policy advocacy, and garnering public support for energy transitions.
The full report is available for free download here.
About the Research
The research included a national survey of 3,210 registered voters conducted from November 18 to December 3, 2025, with a margin of error of 1.8%. It also involved 15 in-depth interviews conducted from February 13 to March 9, 2026, and a subsequent national survey of 2,161 voters from June 22 to 29, 2026, with a 2.2% margin of error.
About Heatmap News
Heatmap provides in-depth coverage of the energy transition’s technology, policy, politics, and business through reports, newsletters, podcasts, events, and Heatmap Pro.
About Embold Research
Embold Research is dedicated to audience research, blending curiosity and technology to provide insights for decision-making. More information is available at emboldresearch.com.
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