Canadians largely buy into the fact that we need to get our energy from clean sources. At the same time, support can drop when specific projects are proposed near where people live.
It’s easy to assume that this is just a classic “Not in My Backyard” reaction. Yet a new report from Re.Climate called Getting to Yes suggests the issue is more complicated. According to the research, people are more likely to accept new wind farms or electricity transmission projects when they feel the process is fair. That means they believe the project will bring real, tangible benefits to their community and that they can trust the people behind it to follow through. If that trust breaks down—because the process isn’t transparent or the benefits don’t feel meaningful—it’s extremely hard to rebuild.
Read the technical report here and the literature review here.
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Acceptance is key if larger-scale renewable energy, such as wind and solar, and transmission networks are to be scaled up across the country. Within the overarching term of “acceptance,” there are different kinds. Social acceptance is the overall support across society, including how governments, markets and communities respond to clean energy technologies and projects. Community acceptance is local buy-in for a specific project, such as a wind farm. Socio-political acceptance is support for technologies and policies.
So what generates acceptance, what’s getting in the way, and what can supporters of renewable energy and electrification projects do about it?
Start with the Why
Literacy among Canadians about the sources of climate change (fossil fuels) and solutions is low, while misinformation and disinformation are prevalent. As a result, it’s important not to skip over why electrification is important and why developing new renewable energy and transmission capacity is a key aspect of making it happen.
Telling the story of why we need new renewable energy and transmission projects is key. What needs to be communicated is that:
- We are going to need new supplies of clean, renewable energy to power our vehicles, homes and businesses with electricity;
- Shifting to electrification gets us off our reliance on fossil fuels;
- This is important because burning fossil fuels is what is driving climate change; and
- Transitioning away from oil and gas will get Canada off the roller coaster of geopolitical sovereignty and price volatility.
Two frames that can help when telling the story of why the shift to renewable energy is imperative. One is Time to Build, which emphasizes saying yes to building clean, reliable, and affordable energy to power our homes, businesses, and vehicles, and to create the jobs of the future.
Another is Pollution Blanket, which highlights the root cause of climate change—burning fossil fuels — and the need to phase them out so we can remove the blanket of pollution they create around the earth and return to a manageable, if not comfortable, temperature.
Messengers are important. People want to hear about how projects have worked in other places and from people impacted by them.
Deliver on Fairness
If a renewable energy or transmission project is viewed as being fair, it will gain support. Otherwise, it’s likely to face resistance and potentially fail. A project is perceived to be fair when the engagement process is genuine, proponents and regulators earn trust, and its benefits are worthwhile.
A key finding from the Getting to Yes research is that people judge fairness differently. This is important to keep in mind when developing communication and engagement plans. One way is through the lens of procedural fairness. This is based on people feeling they have a real opportunity to participate in decision-making, be heard and shape decisions. Bottom line: both the process and the decision-makers must be trusted.
Another type is distributional fairness, in which people assess whether they will be worse off and whether they will be affected more than others. Concern that a project might harm others, such as people living near development sites of those with lower incomes. Distributional fairness also includes intergenerational fairness, and it considers the effects on nature and future generations. Answering these questions about fairness will help deliver successful outcomes.
Outline the Benefits
The benefits of a project must be tangible to people financially (personally, in relation to others and for low-income households and those living closest to projects) and to nature and future generations. Re.Climate’s research shows that collective benefits, such as intergenerational fairness, are paramount. Protecting the environment and future generations is the strongest direct predictor of support for wind projects.
People also worry about the potential effects of projects on power bills, property taxes, and property values, and want a reasonable sharing of the benefits and burdens. These concerns must be addressed, as well as how those most impacted will be listened to and their feedback accounted for.
This requires well-structured community benefit plans, agreements, and funds that provide financial benefits to households and the community. It is also important to outline how benefit programs address concerns about personal finances and societal harms. There is no silver bullet. Plans require tailoring to local contexts.
Generate Trust
For wind and transmission projects to gain the necessary acceptance and proceed, project proponents and regulators must be seen as competent, transparent, and accountable. Facilitating access to neutral, fact-based sources of information is an important part of this.
So is early and ongoing engagement, where community members are involved via a clear, participatory process that makes room for different concerns. Respect for place and history is an important part of engagement and building long-term relationships. Misinformation and disinformation can be overcome by pre-bunking anticipated false information and by actively debunking, nudging people to become aware of the prevalence of these falsehoods and offering a truth to counter them.
Operate from a Place of Compassion and Care
A potential project location is more than a good renewable energy site or a transmission corridor. It is about a place where people have lived in the past and continue to live their lives, love and dream. Make the energy transition feel real and local. People want concrete examples of jobs and careers where projects will be built. They want to know who benefits, what it looks like in their communities. There is no need for hype. Evidence is growing that renewable and clean energy transmission systems can provide current and future generations with clean, reliable, and affordable options. Now is the time to talk to Canadians about these options and engage them in bringing them to fruition.
History Matters
The majority of people in Atlantic Canada are more supportive of renewable energy and transmission projects than people in Ontario. They have greater trust in their governments to deliver successful renewable energy projects that benefit them. For people in Ontario, past experience with top-down government decision-making on wind development that removed local governments—the most trusted level of government—from the equation has resulted in low support for new development. Knowing a community or region’s history of past projects is important. For Atlantic Canada, it’s about not eroding that support, while in Ontario, trust needs to be rebuilt, starting with providing adequate resources for local governments to advance projects. Particularly remote, rural communities with little capacity to take on the task.
A Positive Story About the Future, Versus Casting a Negative Eye Back
Most Canadians want to feel a sense of pride in the past that has gotten us to where we are today. At the same time, they are concerned about opportunities for young people and future generations amid risks associated with climate change, the economy, sovereignty, and war. As a result, emphasize what is needed moving forward, rather than bashing the past, including our reliance on fossil fuels. Per the Getting to Yes report, communications can lean into the idea that renewable energy and clean transmission are the kinds of national projects that will deliver a sense of pride moving forward, along with energy and economic security, independence, and a lasting legacy for those to come.
Resources
We’ve got everything you need to navigate our Getting to Yes research.
Looking to translate research into practice right away?
- Guidebook: Fair or Fail: A User’s Guide to Building Social Acceptance to Wind and Transmission
- Building buy-in: Tailored checklists by role