Public perception of climate technology: the 'naturalness' factor

Public support for climate technologies, from nuclear energy to carbon capture, is primarily driven by how "natural" people perceive them to be. This factor often outweighs considerations like perceived risks, benefits, or understanding of the technology, and holds true across political ideologies. These insights come from a new study by the University of Colorado Boulder, highlighting the crucial role of communication in fostering greater acceptance and accelerating the adoption of climate solutions1.

Sarah Gonzalez-Coffin, the study's first author, noted, "We found that naturalness predicts support over and above a lot of other things you might think matter, like risk and benefit perceptions or how much people understand the technology." Senior author Leaf Van Boven added, "Our study shows that often it is not the technology itself, but the way we communicate about it that shapes public response."

Understanding how people perceive climate technology is vital for its widespread adoption. Fuse Energy believes in a future with abundant, clean energy, and effective communication is key to building public trust and accelerating this transition.

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The 'naturalness' factor in climate technology acceptance

The University of Colorado Boulder study reveals a powerful, often subconscious, driver of public support for climate technologies: the perception of "naturalness". This finding challenges conventional wisdom that assumes public acceptance hinges primarily on rational assessments of risk, benefit, or technical understanding.

Beyond perceived risks and benefits

For decades, communication strategies around new technologies have focused on educating the public about their technical merits, safety, and economic advantages. However, the Colorado Boulder research suggests this approach may miss a fundamental psychological lever. The study found that how "natural" a technology is perceived to be predicts public support more strongly than perceived risks, benefits, or even how well people understand the technology itself. This means that even if a technology is demonstrably safe and beneficial, a low perception of its naturalness can hinder its acceptance.

The role of political ideology

A significant aspect of the study's findings is that the influence of "naturalness" on public acceptance holds true across different political ideologies. In an era often characterised by political polarisation on climate issues, this insight offers a potential common ground for communication. It suggests that appeals to naturalness can transcend partisan divides, fostering broader support for climate solutions regardless of an individual's political leanings.

Insights from the University of Colorado Boulder study

The research, led by Sarah Gonzalez-Coffin and Leaf Van Boven, systematically explored various factors influencing public support for a range of climate technologies. They found that whether a technology was seen as "natural" was the most consistent predictor of acceptance.

This indicates that communication strategies that focus solely on technical details or economic advantages might be missing a crucial psychological element. The study also highlighted that simply framing technologies to emphasise their natural elements can significantly increase public acceptance, underscoring the power of communication in shaping public response.

Why 'naturalness' resonates with the public

The deep-seated preference for "naturalness" is not arbitrary; it stems from fundamental psychological drivers that influence human perception and decision-making. Understanding these drivers is key to crafting effective communication around climate technologies.

Psychological drivers of naturalness preference

Humans often associate natural things with safety, purity, and inherent goodness. This "naturalness bias" is evident in many aspects of life, from food choices to healthcare. When something is perceived as natural, it tends to evoke trust and reduce perceived risk, even if those perceptions are not always scientifically accurate. Conversely, technologies seen as highly artificial or "unnatural" can trigger feelings of apprehension or suspicion, regardless of their actual safety profile. This subconscious preference can be a powerful barrier or enabler for climate technology acceptance.

Connecting technology to natural processes

Many climate technologies, while innovative, fundamentally work by harnessing or mimicking natural processes. For example, solar panels convert sunlight into electricity, much like plants use photosynthesis. Wind turbines capture the kinetic energy of air movement. Even carbon capture technologies aim to re-establish a natural carbon balance. By explicitly drawing these connections in communication, it is possible to align advanced technologies with the public's inherent preference for natural solutions. This reframing can shift perception from "human intervention" to "harnessing nature."

Overcoming the 'human intervention' perception

Some climate technologies, particularly those involving geoengineering or advanced materials, can be perceived as extreme forms of human intervention, leading to public resistance. The challenge lies in communicating that even these interventions are often designed to restore a natural balance or to work in harmony with natural systems. For instance, afforestation and reforestation are natural climate solutions, but even engineered approaches to accelerate these processes can be framed in terms of enhancing nature's own capabilities. Overcoming the perception of technology as inherently separate from or antagonistic to nature is crucial for broader acceptance.

Strategic communication for climate technology adoption

The insights from the University of Colorado Boulder study offer a clear roadmap for improving public acceptance of climate technologies. The focus must shift towards communication strategies that resonate with the public's subconscious preference for naturalness.

Framing technologies to highlight natural elements

Effective communication means identifying and emphasising the natural components or processes within a technology. For example:

• Solar and wind energy: Highlight how these technologies directly harness abundant, natural energy flows from the sun and wind.
• Batteries: Frame them as storing natural energy for later use, enabling a continuous flow of clean power.
• Carbon capture: Explain how it mimics natural carbon sequestration processes, helping to restore atmospheric balance.
• Nuclear energy: Focus on the natural fission process of elements and the minimal land footprint compared to other energy sources.

This approach does not diminish the scientific rigour or benefits of the technology but rather presents them in a psychologically appealing light.

Tailoring messages for UK audiences

In the UK, public concerns about individual freedom of choice regarding net zero technologies can impact acceptance. Communication strategies must therefore balance the "naturalness" narrative with an emphasis on empowerment and choice. Messages should highlight how climate technologies, especially those like smart meters and home batteries, offer individuals greater control over their energy use and bills. This aligns with the public's desire for autonomy while promoting technologies that contribute to a cleaner future.

Building trust through transparent communication

While framing is powerful, it must be underpinned by transparency and honesty. Overstating claims or obscuring potential challenges can erode trust. Communication should be clear and urgent, avoiding jargon and corporate filler. By presenting data-backed insights rigorously and openly, technology providers and policymakers can build credibility. This means acknowledging complexities while consistently reinforcing the natural elements and benefits of climate solutions.

Accelerating the UK's clean energy transition

Understanding the 'naturalness' factor is not just an academic exercise; it has profound implications for accelerating the UK's transition to a clean energy future. By integrating these psychological insights into policy and communication, we can foster greater public engagement and support.

Policy implications for public engagement

Policymakers can leverage these findings to design more effective public engagement campaigns. Instead of solely focusing on the economic or environmental necessity of climate technologies, campaigns could emphasise their alignment with natural processes and their potential to enhance the natural environment. This could involve funding research into public perception, developing communication guidelines for government bodies, and supporting initiatives that visibly connect technology with nature, such as integrating renewable energy infrastructure into natural landscapes.

The role of technology providers

Technology providers have a critical role in applying these insights. By communicating their innovations in a way that resonates with the public's preference for naturalness, they can increase adoption rates. For Fuse Energy, this means framing technologies like solar and batteries as harnessing natural energy flows to provide abundant, reliable power. This aligns with the "power to play with" vision, offering customers more control and freedom while challenging the scarcity mindset. It is about presenting clean energy not as a sacrifice, but as an abundant, natural resource.

Fostering a future with abundant energy

Ultimately, the goal is to build a future where energy is so abundant it stops being a thing people worry about. By understanding and strategically addressing public perception, particularly the powerful influence of 'naturalness', the UK can overcome barriers to climate technology adoption. This approach, combining optimistic vision with rigorous, evidence-based communication, can help rebuild the energy system and ensure a sustainable, energy-rich future for all.

Managing your home's energy should be straightforward and empowering. Fuse Energy provides clear pricing, real-time usage data through our app, and 24/7 human customer support to help you make the most of your energy. We believe in a future with abundant, clean energy, and we're building the tools to help you achieve it. Signing up is quick and easy, so you can take control of your energy bills today. Click here to switch to Fuse Energy. You can also learn more about our mission to build a future with power to play with here.

References

1. Phys.org. Perceived naturalness emerges as key driver of public support for climate technology