Resource Library

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.

I recently traded in my plug-in hybrid for an all-electric model, marking the full transition of our household to electric vehicles (EVs)! Last year, EVs accounted for a record-high 7% of new car sales in the US. Climate advocates expect the Biden Administration to release final vehicle emissions standards that will put the US on a path toward a zero-emission transportation future in the next few weeks.
The Lab last covered research and insights related to EVs* in 2021. While many of our past recommendations hold up, the advocacy context has evolved significantly over the last 3 years! Read on for updates across the vehicle electrification space.