communicating renewable energy in a wolrd of … · 5.10.2017 · source: 2017 edelman trust...

COMMUNICATING RENEWABLE ENERGY IN A WOLRD OF MISTRUST

HANNE MAY, EDELMAN.ERGO

INPUT FOR WORKSHOP 2 - #REMFORUM 2017

Agenda

10/05/2017© Edelman.ergo 2

BIG PICTURE: THE STATE OF TRUST1

IN FOCUS: HOW THE GERMANS PERCEIVE THE ENERGIEWENDE 2

INSIDERS VIEW: COMMON MISCONCEPTIONS IN ENERGIEWENDE COMMUNICATION3

BREAKING THE CIRLCE 4

LET‘S DISCUSS ...5


WHOM IS TRUSTED?

EDELMAN TRUST BAROMETER

Informed Public

9 years in 20+ markets

Represents 13% of total global population

500 respondents in U.S. and China; 200 in all other countries

Must meet 4 criteria:

Ages 25-64

College educated

In top 25% of household income per age group in each country

Report significant media consumption and engagement in business news

General Online Population

6 years in 25+ markets

Ages 18+

1,150 respondents per country

All slides show General Online Population unless otherwise noted

2017 Edelman Trust Barometer methodology

© Edelman.ergo 4

17 years of data

33,000+ respondents total

All fieldwork was conducted

between October 13th and

November 16th, 2016

Online Survey in 28 Countries

Mass Population

All population not including Informed Public

Represents 87% of total global population

10/05/2017

A world of distrust

Average trust in institutions, general population, 2016 vs. 2017

5

47 Global

72 India

69 Indonesia

67 China

60 Singapore

60 UAE

53 Netherlands

52 Mexico

52 U.S.

50 Colombia

49 Canada

48 Brazil

48 Italy

48 Malaysia

45 Argentina

44 Hong Kong

44 Spain

43 Turkey

42 Australia

42 S. Africa

41 Germany

40 France

40 U.K.

38 S. Korea

37 Sweden

36 Ireland

35 Japan

35 Poland

34 Russia

2016 2017

50 Global

73 China

66 UAE

65 India

64 Singapore

62 Indonesia

60 Mexico

56 Canada

55 Colombia

52 Netherlands

51 Argentina

51 Malaysia

50 Brazil

49 Australia

49 Italy

49 U.S.

47 Hong Kong

46 Spain

45 S. Africa

42 Germany

42 S. Korea

42 U.K.

41 France

41 Ireland

41 Turkey

39 Russia

38 Japan

37 Sweden

35 Poland

Trusters(60-100)

Neutrals(50-59)

Distrusters (1-49)

© Edelman.ergo

3-point decrease

in the global

Trust Index

Trust declines in 21

of 28 countries—the

broadest declines

since beginning

general population

tracking in 2012

2 in 3 countries are

now distrusters

10/05/2017

45 Global

70 India

67 Indonesia

62 China

59 Singapore

59 UAE

52 Netherlands

50 Colombia

50 Mexico

47 Brazil

47 Canada

47 Italy

47 Malaysia

47 U.S.

45 Argentina

42 Hong Kong

41 S. Africa

41 Spain

41 Turkey

40 Australia

39 Germany

38 France

37 U.K.

36 S. Korea

36 Sweden

35 Ireland

34 Japan

34 Poland

31 Russia

Mass population left behind

Average trust in institutions, informed public vs. mass population

The Mass Population

distrusts

their institutions in

20 of 28 countries

Source: 2017 Edelman Trust Barometer. The Trust Index is an average of a country’s trust in the institutions of government, business, media and NGOs. Informed Public and Mass Population, 28-country global total.

MassPopulation

InformedPublic

6

60 Global

80 India

79 China

78 Indonesia

77 UAE

71 Singapore

68 U.S.

62 Canada

62 Netherlands

61 Italy

61 Mexico

57 Malaysia

57 Spain

56 France

56 U.K.

55 Colombia

54 Australia

54 Germany

53 Hong Kong

51 Argentina

51 Brazil

50 S. Korea

50 Turkey

49 Japan

49 S. Africa

47 Sweden

45 Russia

44 Ireland

43 Poland

Trusters (60-100)

Neutrals (50-59)

Distrusters (1-49)

10/05/2017© Edelman.ergo

50% 55 5348

42

53 52

43 41

Trust in all four institutions declines

© Edelman.ergo 7

Percent trust in the four institutions of government, business, media and NGOs, 2016 vs. 2017

Business MediaNGOs Government

Two of four institutions distrusted

Neutral

Trusted

Distrusted

-2 -1 -5 -1

20172016

10/05/2017

61 59

44 4447 49 50 50 50 51 52 53

56 57 58 59 61 6265 65 67 68 68

71 72 7275

8286 87

Glo

ba

l 2

8

GD

P 5

Sp

ain

Sw

ede

n

U.K

.

Ire

land

Arg

en

tin

a

Au

str

alia

Ja

pa

n

Ge

rma

ny

S. A

fric

a

Ca

na

da

Po

land

S. K

ore

a

Fra

nce

Ita

ly

Turk

ey

Ru

ssia

Ne

the

rla

nd

s

U.S

.

Ho

ng

Ko

ng

Bra

zil

Co

lom

bia

Sin

ga

po

re

Ma

laysia

Me

xic

o

UA

E

Ch

ina

Indo

ne

sia

India

50%

Energy sector trusted in half of countries

8

Percent trust in the energy sector, 2016 vs. 2017

Trusted in 14 countries

+3 +3 +5 +11 +4 +8 +12 +3 +2 +4 +2 -4 0 +12 +8+5 +5+4 -2+10 +1 +3+7-1 -1 +4+4 -1 +9+4

Declines in 5 countries

Y-to-Y Change+−

NeutralDistrust Trust

© Edelman.ergo 10/05/2017

Trust in energy sub-sectors increases

9

Trust in the energy sub-sectors, 2016 vs 2017

Natural GasCleantech Utilities Oil Nuclear

65

55 53

46

68

59 57

4943

20172016

© Edelman.ergo

NA*

10/05/2017

* Nuclear first time included

6864

5053

56 58 59 59 60 62 62 64 65 65 67 68 68 70 70 72 73 73 74 75 77 7881 82 84

87

Glo

ba

l 2

8

GD

P 5

Ja

pa

n

Ire

land

U.K

.

Po

land

Au

str

alia

Ru

ssia

S. K

ore

a

Ge

rma

ny

Sp

ain

Arg

en

tin

a

Fra

nce

Ne

the

rla

nd

s

Ca

na

da

Sin

ga

po

re

Sw

ede

n

Turk

ey

U.S

.

S. A

fric

a

Ho

ng

Ko

ng

Ma

laysia

Co

lom

bia

Bra

zil

UA

E

Ita

ly

Ch

ina

Me

xic

o

India

Indo

ne

sia


50%

Cleantech trusted in 22 of 28 countries

10

Percent trust in the cleantech sub-sector, 2016 vs. 2017

+2 +5 +13 +2 +8 +17 -1 +16 +4 0 +9 -3 -1 +7 +14+2 -8+3 +1-2 +1 +40-6 +8 0-5 +4 +10-1

Y-to-Y Change+−


© Edelman.ergo

Trusted in 22 countries

10/05/2017

Without trust, belief in the system fails

11

How true are each of the following?

Sense of injustice

Desire for change

Lack of confidence

Lack of hope

System biased in favor of elites, elites

indifferent to the people, getting

richer than they deserve


Hard work not rewarded, children will

not have a better life, country not

moving in right direction

No confidence in current leaders

Need forceful reformers to bring

change

How true is

this for you?

Sense of injustice

Lack of hope

Lack of confidence

Desire for change

53%

32%

15%

Majority believe the system is failing them

© Edelman.ergo12

Not at all true

9 8 7 6 5 4 3 2 1

1 in 3 are uncertain

Completely

true

System failing System working

Approximately

10/05/2017

The cycle of fear and distrust


Echo Chamber amplifies fears and accelerates the cycle


15

The Echo Chamber in action

Facts matter less Bias is the filter No humans needed

1 in 2 agree

“I would support politicians

I trust to make things better

for me and my family

even if they

exaggerated the truth”

53%

Do not regularly listen to

people or organizations

with whom they often

disagree

Nearly

4x more likely

to ignore information that supports a position

they do not believe in

More likely

to believe

59%Search engines

41%Human editors

53%52% Never or rarely change their position on important social issues

Nearly


1

60 60 60

48 4643

37 35

29

A p

ers

on lik

eyo

urs

elf

Te

chn

ical

expe

rt

Acad

em

ice

xpe

rt

Em

plo

ye

e

Fin

ancia

lin

du

str

ya

na

lyst

NG

Ore

pre

se

nta

tive

CE

O

Boa

rd o

fd

ire

cto

rs

Gove

rnm

en

to

ffic

ial/

reg

ula

tor

Peers now as credible as experts

© Edelman.ergo 16

Percent who rate each spokesperson as extremely/very credible, and change from 2016 to 2017

CEO credibility decreased the

most, dropping to an all-time low

-7 -5

“People in this

country have

had enough

of experts.”

– Michael Gove,

Member of Parliament, U.K.

A person like yourself now tied

for most credible spokesperson

-3 -7 -5 -4 -7 -5 -12 -10 -6

Y-to-Y Change+−

10/05/2017


IN FOCUS

PERCEPTION OF THE ENERGIEWENDE IN GERMANY

Perception of renewable energy … is highly positive


Do we need more?

> 90%

We like them, we

need them

and we want more!

In my backyard?

38 – 73%*

We like them in our

neigbourhood!

*range from biogas to PV

54%

We accept the

monthly bill!

18

Out of my pocket?

Source: 2016 Agentur für Erneuerbare Energien, Acceptance Survey

Energiewende resistance ... is growing & improving


• appr. > 100 action groups

against wind, solar, biomass

and related infrastructure

• increasing level of

professionalism (regional and

federal networking, party „Freier

Horizont“, SoMe activities)

• populist party AfD: a haven for

reactionist energy policy

• established parties: growing

resistance reflexes


INSIDERS VIEW

COMMUNICATING THE ENERGIEWENDE

Some common communication misconceptions I


BUSINESS VS. PEOPLE & POLITICS

• „We are the good guys, they should love us.“

• „We bring good to the people, they will

benefit.“

• „We know this business, we can do the

Energiewende better and more professional.“

... AND HOW THEY CLASH

➢ There is no moral superiority of renewable

energy vs. other energy businesses.

➢ Many people lack the financial resources to

invest. People focus on more than economic

benefits, but economic benefits can be a

huge societal divider.

➢ People want renewable energy production in

their hands.

Be serious on your goals and your ambition to find a common solution.

Some common communication misconceptions II


POLITICS VS. PEOPLE & BUSINESS

• „We have to balance policies with the interests

of all stakeholder groups.“

• „We take only risks, that will not harm our

economy.“

• „We stick to our goals and focus on how to

frame them.“


➢ Stakeholders have very different levels of

influence.

➢ The (German) regulatory system is getting too

complex, intransparent and slow.

➢ Tackling reforms keeps risk manable, delaying

them or provoking disruption brings much

higher risk and costs.

➢ Fortunes are communicated much faster and

more often than misfortunes. People lose trust,

if missing goals lacks consequences.

Be less bureaucratic and more emphatic.

Some common communication misconceptions III


PEOPLE VS. POLITICS & BUSINESS

• „We want to participate and decide on every

step of a project.“

• „We have invested and now we want a

guaranteed return.“

• „We have already done our part in renewable

energy and infrastructure, now its up to others.“


➢ There is division of powers and responsibilites in

procedures. The people cannot decide on

every step, but transparency can be

improved.

➢ Investors always take risks. The risk level needs

to be made clear in advance and brought to

mind.

➢ It is not enough to achieve 100%; some

villages, regions or businesses need to do more.

Be as transparent and participative as possible – right from the start.


BREAKING THE CIRCLE

First steps to overcome myth and desinformation


➢ Identify your target group(s)

and their Energiewende

perception

➢ Tailor your messages

➢ Adapt facts and stories to their

life reality

➢ Be relevant, consistent,

authentical and emotional

➢ Use most trustful messengers

➢ Be where they are

Achieve credibility

Hanne May

Head of Energy Consulting

Edelman.ergo GmbH

[email protected]

T: +49 (0)30 20 18 05-50

Charlottenstraße 68

10117 Berlin


mailto:[email protected]

BerlinCharlottenstrasse 6810117 BerlinTel. +49 30 20 18 05 00Fax +49 30 20 18 05 77

FrankfurtNiddastrasse 91 60329 Frankfurt am MainTel. +49 69 40 12 54 0Fax -+ 49 69 40 12 54 103

Weiteres Office: Münchener Strasse 3660329 Frankfurt am MainTel. +49 69 27 13 89 0

Fax +49 69 27 13 89 77

CologneVenloer Strasse 241 – 245 50823 Cologne Tel. +49 221 91 28 87 0 Fax +49 221 91 28 87 77

MunichPelkovenstrasse 14780992 MunichTel. +49 89 41 30 1 6Fax +49 89 41 30 1 700

HamburgMedienpark KampnagelBarmbeker Strasse 422303 HamburgTel. +49 40 37 47 98 0Fax +49 40 37 28 80

tw: @Edelmanergo | w: www.edelmanergo.com

The themes and ideas presented are those of Edelman.ergo GmbH and may not be used without prior approval from the company. The user rights to the ideas included in this presentation, in whichever form they may be exercised, are not granted to the partyconcerned with this presentation. The same is true in the case of a presentation provided in return for payment. The unauthorised use of ideas and concepts is not permitted. The client receives the copyright of the documents produced by the Agency as part ofthe assignment and which are eligible for copyright upon full payment of the amount due to the Agency, as far as this is granted by legal terms and conditions, or the actual circumstances, in particular, those concerning music, film, commercial art and photorights. For the rights accruing to collecting societies, this only applies after special agreement with the client. The transfer of the aforementioned user rights granted to third parties as well as reusage rights (new editions) and the distortion of the document must beagreed with the Agency, where no other agreement is in place. The client is not permitted to pass on any media addresses made available to him by the Agency, including email addresses, to third parties.

CONTACT | DISCLAIMER



BACK-UP

43 43

2529

31 31 32 32 32 33 33

39 40 4042 42 42

44 44 45 4547 47 48 48

54 54

65 66 67

Glo

ba

l 2

8

GD

P 5

Tu

rke

y

Ire

land

Po

land

Ru

ssia

Au

str

alia

Ja

pa

n

U.K

.

Fra

nce

Sw

ede

n

S. A

fric

a

Arg

en

tin

a

S. K

ore

a

Ge

rma

ny

Ho

ng

Ko

ng

Ma

laysia

Sp

ain

UA

E

Ca

na

da

Co

lom

bia

Me

xic

o

U.S

.

Bra

zil

Ita

ly

Ne

the

rla

nd

s

Sin

ga

po

re

Ch

ina

India

Indo

ne

sia

Trust in media plunges to all-time lows

© Edelman.ergo 29

Percent trust in media, and change from 2016 to 2017

Distrusted in 82% of countries

50%

All-time low in 17 countries

-5 -11 +3 +4+2 -8-6-1-2-60-10-10-15-5-3-6 -13 -3 -2 -5-10 -6 -4 +2-10 -3 -7-5 -5

Y-to-Y Change+−


10/05/2017

Distrusted in 75% of countries

Trust in government further evaporates

© Edelman.ergo 30

Percent trust in government, and change from 2016 to 2017


50%

41

47

15

2024 24 25 25

2831 32 32 33

36 37 37 37 3840

43 44 4547

51 51

6971

75 75 76

Glo

ba

l 2

8

GD

P 5

S. A

fric

a

Po

land

Bra

zil

Me

xic

o

Fra

nce

Sp

ain

S. K

ore

a

Ita

ly

Co

lom

bia

Ire

land

Arg

en

tin

a

U.K

.

Au

str

alia

Ja

pa

n

Ma

laysia

Ge

rma

ny

Ho

ng

Ko

ng

Ca

na

da

Ru

ssia

Sw

ede

n

U.S

.

Ne

the

rla

nd

s

Turk

ey

Sin

ga

po

re

Indo

ne

sia

India

UA

E

Ch

ina

0 +8 +2 +9 +13 +100+700+1+1+3+1+1 -1 -7 -2 -2 -1 -5 -10 -9 -5 -5 -3-1 -8 -8-1

Y-to-Y Change+−


10/05/2017

53

47

2123

31

3943

46 4648

52 53 54 55 5658 58 58 59 59 59 60 60 60 61 61

64 64

71 71

Glo

ba

l 2

8

GD

P 5

Ru

ssia

Sw

ede

n

Ja

pa

n

Ge

rma

ny

Ire

land

Ne

the

rla

nd

s

U.K

.

Po

land

Au

str

alia

Turk

ey

Fra

nce

UA

E

S. K

ore

a

Ma

laysia

S. A

fric

a

U.S

.

Ca

na

da

Ho

ng

Ko

ng

Ita

ly

Bra

zil

Co

lom

bia

Sp

ain

Ch

ina

Sin

ga

po

re

Arg

en

tin

a

Indo

ne

sia

India

Me

xic

o

Trust in NGOs declines

© Edelman.ergo 31

Percent trust in NGOs, and change from 2016 to 2017

Distrusted in 8 countries

50%

-2 +7 -3-6 +7-6-1-100-3+1+2-2+10-2 -2 -4 -2 -3-6 -3 -4 -5-3 -3 -6-2 -4 -2


Y-to-Y Change+−


NGOs less trusted than business in 11 countries

10/05/2017

Business on the brink of distrust

© Edelman.ergo 32

Percent trust in business, and change from 2016 to 2017

Distrusted in 13 countries

50%52 51

2934

39 40 41 41 43 43 45 45 46 46 48 50 5055 56 56 58 58 60 61

64 6467 67

74 76

Glo

ba

l 2

8

GD

P 5

S. K

ore

a

Ho

ng

Ko

ng

Ru

ssia

Po

land

Ire

land

Ja

pa

n

Ge

rma

ny

Turk

ey

Arg

en

tin

a

U.K

.

Sp

ain

Sw

ede

n

Au

str

alia

Fra

nce

Ca

na

da

Ita

ly

Ma

laysia

S. A

fric

a

Sin

ga

po

re

U.S

.

Ne

the

rla

nd

s

Bra

zil

Co

lom

bia

UA

E

Ch

ina

Me

xic

o

India

Indo

ne

sia

-4 +4 -2 -2 -4 -2 +7 +4 -3 -6 -3 -3 -9 +5 +5-4 -5-1 0-8 -1 -2+1-2 -2 +1+1 +2 -6+1


Y-to-Y Change+−


10/05/2017

The cycle of fear and distrust


Systemic distrust and fear trigger action

© Edelman.ergo 34

% Who agree

system is failing53 72 72 67 67 67 64 62 62 62 60 59 59 57 56 55 55 53 52 51 48 48 42 42 36 35 30 23 19

Glo

bal

Fra

nce

Italy

Mexic

o

S. A

fric

a

Sp

ain

Po

lan

d

Bra

zil

Co

lom

bia

Germ

an

y

U.K

.

Au

str

alia

Irela

nd

U.S

.

Neth

erl

an

ds

Can

ad

a

Sw

ed

en

Arg

en

tin

a

Mala

ysia

Tu

rkey

Ru

ssia

S. K

ore

a

Ind

on

esia

Jap

an

Ind

ia

Ho

ng

Ko

ng

Sin

gap

ore

Ch

ina

UA

E

Above-average level of fear

Above-average belief the system is Failing

Countries with multiple fears and failing system

10 countries with above-

average belief the system

is failing and multiple fears

4 countries with above-

average belief the system is

failing – but lack multiple fears

Corruption

Immigration

Globalization

Eroding social values

Pace of change

10/05/2017

communicating renewable energy in a wolrd of … · 5.10.2017 · source: 2017 edelman trust...

Documents