{"query_echo":{"q":"","filters":{"analysis_type":["messaging test"]},"warnings":[{"code":"facet_value_not_in_vocabulary","message":"Value 'messaging test' for facet 'analysis_type' is not in the controlled vocabulary."}]},"total":{"value":3,"relation":"eq"},"page":1,"page_size":20,"self":"https://climateinsightsdirectory.org/api/v1/search?analysis_type=messaging+test","stability":"beta","ai_marking":{"digital_source_type":{"uri":"http://cv.iptc.org/newscodes/digitalsourcetype/trainedAlgorithmicMedia","name":"Created using Generative AI"},"notice":"Summary and key insights are generated using artificial intelligence."},"results":[{"id":"cliout-000028","url":"https://climateinsightsdirectory.org/document/cliout-000028","title":"People are supportive and proud of the UK’s move towards clean energy","publisher":{"name":"Climate Outreach","organization":"climate-outreach"},"document_type":"report","language":"en","date_published":"2025-08-14","source_url":"https://climateoutreach.org/btc/2025/report/chapter-6/","generator":"Climate Insights Directory","generated_fields":["summary","key_insights","climate_tags","geography_discussed","analysis_type"],"summary":{"text":"The report finds widespread public support for clean energy in the UK, with high levels of acceptance for wind turbines and solar panels across the political spectrum. It notes that in Scotland and Wales, renewable energy projects generate national pride comparable to or exceeding that of the fossil fuel industry. The analysis suggests that 'stories of progress' are more compelling to the public than narratives of failure or radical change. While support for renewables is high, the document emphasizes that fossil fuel industries remain tied to national identity and history, and that the transition must account for job losses and the perceived value of the industrial past.","ai_generated":true,"unit":"cliout-000028#summary","date_modified":"2026-10-23"},"key_insights":[{"text":"There is broad cross-political support for clean energy infrastructure in the UK; specifically, 74% of those intending to vote Conservative and 74% of those intending to vote Reform \"like or don’t mind seeing wind turbines in the countryside.\"","ai_generated":true,"unit":"cliout-000028#insight-1","date_modified":"2026-10-23"},{"text":"In Scotland and Wales, renewable energy is a significant source of national pride. In Scotland, 63% of people feel proud of the offshore wind industry, while in Wales, 61% are proud of renewable energy projects, a level of pride nearly equal to the 68% who are proud of their coal mining heritage.","ai_generated":true,"unit":"cliout-000028#insight-2","date_modified":"2026-10-23"},{"text":"Messaging focused on existing achievements is more effective than messaging focused on failure or radical overhaul. A \"Story of progress\" stating that renewables already power around 40% of Britain's electricity was found compelling by 67% of people, compared to 52% for a \"Story of failure\" and 54% for a \"Story of radical change.\"","ai_generated":true,"unit":"cliout-000028#insight-3","date_modified":"2026-10-23"},{"text":"Public opposition to local renewable infrastructure is low. Only 15% of people dislike wind turbines in the countryside and 11% dislike roof-mounted solar panels. Furthermore, 92% of people feel positive or neutral about new onshore wind farms built on poor quality farmland near their home.","ai_generated":true,"unit":"cliout-000028#insight-4","date_modified":"2026-10-23"},{"text":"Despite support for renewables, fossil fuel industries remain linked to national identity and history. In Scotland and Wales, 29% and 26% of people respectively view the transition to renewables as a bad thing rather than a good thing, often due to concerns over job losses and the historical role of these industries.","ai_generated":true,"unit":"cliout-000028#insight-5","date_modified":"2026-10-23"}],"climate_tags":["clean energy","onshore wind farm","energy transition","climate change communication","petroleum industry"],"geography_discussed":["Scotland","Wales","Doncaster","Norfolk","Swansea","North Cotswolds","Glasgow","Cemaes Bay"],"frame_perspective":[],"analysis_type":["public opinion survey","qualitative interview analysis","messaging test"]},{"id":"cliout-000094","url":"https://climateinsightsdirectory.org/document/cliout-000094","title":"4: The cost and fairness of tackling climate change - Climate Outreach","publisher":{"name":"Climate Outreach","organization":"climate-outreach"},"document_type":"report","language":"en","date_published":"2025-08-14","source_url":"https://climateoutreach.org/btc/2025/report/chapter-4/","generator":"Climate Insights Directory","generated_fields":["summary","key_insights","climate_tags","geography_discussed","analysis_type"],"summary":{"text":"The report examines how people in Britain perceive the financial impact of climate policies, noting that while many fear costs, few believe scrapping these policies would save them money. It highlights a strong public desire for a 'just transition' where the least well-off are protected and big polluting companies are held accountable. The findings suggest that framing climate action as an investment in a prosperous future is more compelling than technical terminology.","ai_generated":true,"unit":"cliout-000094#summary","date_modified":"2026-10-23"},"key_insights":[{"text":"Most people in England, Scotland, and Wales do not believe that abandoning climate change plans would result in financial savings; instead, they are more likely to believe it would cost them money.","ai_generated":true,"unit":"cliout-000094#insight-1","date_modified":"2026-10-23"},{"text":"There is a widespread belief across income groups that climate policies will increase personal costs, although this belief is less common among those with lower incomes. In Scotland, lower-income individuals are less likely to view the transition to renewables positively.","ai_generated":true,"unit":"cliout-000094#insight-2","date_modified":"2026-10-23"},{"text":"Public support for climate policies decreases when the policies are described as \"costly\" or \"expensive,\" a vulnerability that is exploited by some politicians and commentators.","ai_generated":true,"unit":"cliout-000094#insight-3","date_modified":"2026-10-23"},{"text":"While a majority of people in England, Scotland, and Wales support short-term bill increases to achieve a 100% clean energy target, support is lower among those who are less financially comfortable.","ai_generated":true,"unit":"cliout-000094#insight-4","date_modified":"2026-10-23"},{"text":"Messaging that frames the transition to clean energy as an investment in a better, more prosperous future is more effective than using technical terms like \"just transition\" or \"green growth\". Specifically, 72% found a vision of a \"more prosperous society\" compelling, compared to 58% for \"just transition\".","ai_generated":true,"unit":"cliout-000094#insight-5","date_modified":"2026-10-23"},{"text":"The public generally views the energy transition as neither fair nor unfair, though they are nearly twice as likely to see it as fair than unfair. However, there is significant anger toward big companies for polluting and for making extraordinary profits while consumers face rising costs.","ai_generated":true,"unit":"cliout-000094#insight-6","date_modified":"2026-10-23"},{"text":"There is strong public support for government action against polluting businesses and the taxation of extraordinary profits from oil and gas companies; only 17% believe such a tax \"goes too far\".","ai_generated":true,"unit":"cliout-000094#insight-7","date_modified":"2026-10-23"}],"climate_tags":["Net-zero emissions","energy transition","renewable energy","climate finance","just transition","green growth","wind turbine","fossil fuel","carbon tax"],"geography_discussed":["United Kingdom","Brighton","Norfolk","Leeds","Swansea","Aberdeen North","Maidenhead","North Cotswolds"],"frame_perspective":[],"analysis_type":["public opinion research","messaging test"]},{"id":"cliout-000126","url":"https://climateinsightsdirectory.org/document/cliout-000126","title":"3. Climate and nature - Climate Outreach","publisher":{"name":"Climate Outreach","organization":"climate-outreach"},"document_type":"report","language":"en","date_published":"2025-08-12","source_url":"https://climateoutreach.org/btc/2025/report/chapter-3/","generator":"Climate Insights Directory","generated_fields":["summary","key_insights","climate_tags","geography_discussed","analysis_type"],"summary":{"text":"The document finds that while 74% of people in Britain consider climate change an important issue, their support for specific actions is heavily influenced by the language used. Framing climate action as 'protecting our environment' (59% support) is more effective than using technical terms like 'net zero' (43% support). There is a strong, unifying connection between climate change and nature, with 'harm to nature and wildlife' being the top concern for 41% of respondents. The report highlights that people across all socio-economic backgrounds are concerned, though many distance themselves from the topic due to immediate life pressures or the depressing nature of the subject. It recommends using tangible, local examples of progress and a holistic approach that links climate action with nature preservation to increase public engagement.","ai_generated":true,"unit":"cliout-000126#summary","date_modified":"2026-10-23"},"key_insights":[{"text":"A significant majority of people in Britain are concerned about the environment, with 74% stating climate change is an important issue and 35% reporting they have done more to protect the environment over the past year.","ai_generated":true,"unit":"cliout-000126#insight-1","date_modified":"2026-10-23"},{"text":"The framing of climate action significantly impacts public support; general environmental protection is more popular than technical targets like net zero.","ai_generated":true,"unit":"cliout-000126#insight-2","date_modified":"2026-10-23"},{"text":"Even highly concerned groups, such as Progressive Activists, find messages more compelling when they avoid sector jargon in favor of language focused on societal prosperity.","ai_generated":true,"unit":"cliout-000126#insight-3","date_modified":"2026-10-23"},{"text":"Financial status does not determine level of concern, as those struggling financially are just as worried about climate change as others, although wealthier individuals are 12% more likely to think about it frequently.","ai_generated":true,"unit":"cliout-000126#insight-4","date_modified":"2026-10-23"},{"text":"The primary reason people avoid thinking about climate change is that it does not typically arise in their daily lives (40%), followed by a feeling of helplessness (24%) and the topic being too depressing (18%).","ai_generated":true,"unit":"cliout-000126#insight-5","date_modified":"2026-10-23"},{"text":"Harm to nature and wildlife is the most prominent worry regarding climate change impacts over the next decade, cited by 41% of respondents as a top three concern.","ai_generated":true,"unit":"cliout-000126#insight-6","date_modified":"2026-10-23"},{"text":"There is widespread respect for nature and a strong belief in the interdependence of humans and the natural world, with 83% finding the message that damaging nature damages humans to be convincing and relevant.","ai_generated":true,"unit":"cliout-000126#insight-7","date_modified":"2026-10-23"},{"text":"Public priorities for government climate policy focus on food supply and farming (37%), wildlife support (27%), and affordability for the least well off (22%).","ai_generated":true,"unit":"cliout-000126#insight-8","date_modified":"2026-10-23"}],"climate_tags":["climate change","Net-zero emissions","fossil fuel","clean energy","just transition","climate change adaptation","climate change mitigation","biodiversity","environmental protection","climate change communication","climate policy"],"geography_discussed":["England","Scotland","Wales"],"frame_perspective":[],"analysis_type":["public opinion survey","focus group analysis","messaging test"]}]}