Issue: Climate Policy

Videos featuring individual personas can increase favorability towards transitioning to solar energy. This research found that all four “creator-produced” messages were persuasive in favor of solar energy, especially among Republicans, Trump voters, white people and conservatives. Specifically, the “Solar Co-Op” message had the highest lift [17%], followed by “Landowner” [16% lift], “County Official” [15% lift], and “Day in the Life” [11% lift]. Some subgroups were more persuaded by different messages. Solar Co-Op (Morgan) was most persuasive among ages 55+ and conservatives, while Landowner (Byron) was most persuasive among those with a Bachelor’s degree or higher and County Official (Marta) generated strong effects among ages 18-34 and household incomes making less than $49K.