Trusted messengers
Tuning in or scrolling on: How the UK public gets information about Net Zero
Balancing Act
Public support for Net Zero policies hinges on personal impacts
TRUSTED MESSENGERS
Tuning in or scrolling on: How the UK public gets information about net zero
TRUSTED MESSENGERS
Tuning in or scrolling on: How the UK public gets information about net zero
Trust and transparency
Understanding how the public accesses and responds to information is vital for effective policy-making. This Net Zero Living research reveals that while the UK public primarily get their news on climate change from traditional news and print, followed by social media, these outlets are not necessarily the most trusted sources (although TV/radio news does come second).
While the UK public primarily get their news on climate change from traditional news and print, followed by social media, these outlets are not necessarily the most trusted sources
The public most often trust scientists and academics as sources of reliable information on net zero policies, followed by TV / radio news and climate change charities/organisations. The considerably higher levels of trust placed on scientists and experts highlights the need for credible experts to be at the forefront of communication strategies to effectively inform and engage the public on net zero initiatives.
The public most often trust scientists and academics as sources of reliable information on net zero policies
The demographic divide in net zero information sources
Where people get their information about net zero policies and their trust in different sources of information varies considerably according to their various demographic characteristics.
Across the board, TV/radio news tends to be the information source that people use most, but those who are most likely to say they use it as a source of information are:
Aged 55 and over
Not working full time
More affluent
Right of the political spectrum
Have an individualistic outlook on society
When it comes to trust, scientists and academics are most often trusted by:
Aged 55 and over
Educated to degree level or higher
Living in rural areas
More affluent, or comfortable or coping on their current income
On the left of the political spectrum
A collectivist outlook on society
Extremely or very worried about climate change
Generational divide
People’s chosen and trusted information sources vary most notably in relation to their age. TV/radio is the top information source for all age groups, though it is much more likely to be selected by older age groups (those aged 55 and over). For younger people, social media is their second most consulted source of information, whereas print media comes in second for older people. Additionally, younger groups are more uncertain about their information sources, with 17% unsure about where they get their net zero information, compared to just 5% of older adults.
Older age groups tend to be more trusting of information sources than younger people... this indicates a need to better engage younger people in net zero discussions across sources
In addition, older age groups tend to be more trusting of information sources than younger people, although trust in social media is low across age groups. This indicates a need to better engage younger people in net zero discussions across sources.
Top 3 sources of information by age
Younger people (16-34)
Where they get information from
TV news / the radio
People on social media
Print media (newspapers or online)
Which source they trust most
Scientists / academics
Climate change charities / organisations
International organisations e.g. the EU, United Nations
Older people (55+)
Where they get information from
TV news / the radio
Print media (newspapers or online)
Scientists / academics
Which source they trust most
Scientists / academics
TV news / the radio
Climate change charities / organisations
Q: From which of the following groups, if any, do you get information about policies to help the UK meet its net zero targets?; And which of the following groups, if any, would you trust most to provide reliable information about policies to help the UK meet its net zero targets? Base: 4201 UK adults aged 16 +, 18 – 24 April 2024
Aligning net zero messaging with public information sources
Overall, there are key differences in which sources people tend to use versus which sources they trust most for information related to net zero policies. By understanding these patterns of use and trust across demographics, policy makers can enhance the impact of their messaging by working with appropriate communication channels to foster more informed participation and support for net zero initiatives.
There are, though, similarities across those surveyed in terms of which sources are most popular: utilising scientists and academics as spokespeople on TV and radio news channels is likely to generate the highest levels of engagement and trust. However, it will be important that they convey information in a way that is understandable to non-technical audiences.
Utilising scientists and academics as spokespeople on TV and radio news channels is likely to generate the highest levels of engagement and trust. However, it will be important that they convey information in a way that is understandable to non-technical audiences
