With all of the discussion about clean energy transitions, it can feel very abstract for most people. Massive power plants, huge wind turbines.
Talk about the energy transition seems like it would feel more tangible and real to people if they are actually part of it. Every day you’d be likely to see your panels, or those of your neighbours. The talk of a transition would feel like something you were a part of. It would feel true and real and you’d be able to see how your life was better as a result.
Public acceptance of solar across the board seems to be high. The recent ‘Britain talks climate and nature’ report by Climate Outreach found only 11% of people don’t like seeing solar on roofs. That’s a huge level of public acceptance of a measure which can make quite a difference to the aesthetics of a home or street. People are also much more likely to get solar if their neighbours have got it, creating a potentially virtuous circle in terms of acceptance and take-up.
Solar installs are much quicker than lots of other measures, and less disruptive too. In terms of integrating solar into day to day life, there aren’t really any adjustments needed once it has been installed. Unlike with heat pumps which require space to be found for them and then they are using that space on an ongoing basis.
Immediately people get a benefit in terms of the energy being generated but there’s no lifestyle changes needed to be able to use it. There are lifestyle changes you might be incentivised to make as a result of having them – switching some activities to during the day, like using the dishwasher or washing machine – but if you don’t you are the one who might lose out.
With other energy efficiency or low carbon measures, there might be adjustments which are needed to make sure it works properly. There are also potential risks from an energy and climate perspective of the rebound effect. For those who have been under-heating their home that can actively be a good thing in terms of moving to a level of comfort which is better for health and wellbeing.
Directly providing measures which improve homes could also go some way to addressing the phenomenon Chen et al, (2025) identified, where the messaging on affordability doesn’t resonate with those on low incomes. This is something that people within the environmental sector can focus on around the benefits of some measures or the approach to decarbonisation more generally. So it’s humbling but helpful to get some insights into why that message can actually alienate many of the people it’s specifically trying to help. That messaging makes people feel nervous thinking about the costs because they don’t feel they can afford it. This is exacerbated by the fact they don’t think they will benefit from any transition so the costs are for them but not the benefits.
Being able to tangibly show people it’s for them can change that. With some things, like insulation, the measures themselves just aren’t visible to people unless they’ve been badly installed and then it becomes apparent through the mould, damp and other structural issues. Otherwise the impacts of the insulation can easily become invisible. People tend to take the savings from the energy efficiency and use it to fund an increased level of comfort – which can be the intention in fuel poverty schemes – or the savings get lost as prices rise anyway. So people feel frustrated because they were expecting a reduction in costs and instead see an increase.
In the medium term increasing the deployment of solar will also make it easier to shift costs from electricity to gas because people are less reliant on gas. Making that change is something that needs to happen to support the electrification of energy. Given most people are currently reliant on gas for their heating and hot water, there is an understandable concern about the impact of that shift on people’s health and incomes. Reducing the cost to people of electricity through the provision of free solar can then create the space to fairly and progressively make changes to costs.
Finding a way to give people a more tangible sense of ownership of the move to a decarbonised future feels utterly fundamental to getting people on board. Solar could be one way to do that, to allow people to see themselves as part of, and benefiting from that change.
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