The clean energy transition hinges on rural Americans

– Rural Americans need accurate and compelling messages from reliable messengers to support clean energy projects
– Residents have concerns about the aesthetic impact, economic benefits, and feasibility of wind and solar projects in their communities
– Messages from trusted local messengers, such as farmers and school superintendents, are more effective in promoting clean energy than generic messages from politicians.

While the United States aims to achieve its clean energy goals and combat climate change, rural Americans are still hesitant to fully support these initiatives. Many rural communities are enacting policies that effectively ban commercial-scale clean energy projects, despite the potential economic, health, and environmental benefits they could bring. Rural residents often have concerns about major infrastructure changes and the impact on the aesthetics of their communities, as well as doubts about the economic benefits and the reliability of wind and solar technologies.

Research shows that rural Americans generally support clean energy in theory, but have significant concerns when projects are proposed in their communities. They are more open to misinformation and distrust government and corporate promises. However, when presented with accurate and compelling messages from reliable sources, rural residents are more likely to consider supporting renewable energy projects.

Engaging rural communities on clean energy requires information from trusted local messengers, such as farmers who have experienced the benefits firsthand. Providing specific details about the benefits of clean energy, such as powering 80 homes with a single acre of solar, can help bridge the knowledge gap and build support. By working with rural residents as partners and addressing their concerns, the clean energy transition can accelerate.

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