Public Attitudes on Wind Energy by Chris Trayhorn, Publisher of mThink Blue Book, March 11, 2004 With its vast potential, economic competitiveness, and rapid growth rate, wind energy is poised to become a significant power source in the 21st century. As it expands, so has media attention, and with it, publicity about occasional opposition and not-in-my-backyard reactions to proposed wind farms. Could wind energy face a further backlash of public opinion as it grows? Does public support for wind energy continue to run strong? A review of public opinion surveys reveals strong backing for renewable energy in general, and wind energy in particular. In addition, support for wind has typically strengthened after a wind plant is installed and has been operating for some time. “The pattern of preferences for using energy efficiency to decrease demand and [renewable energy sources] to supply energy has been consistent in the poll data for 18 years,” said a 1996 study conducted for the Renewable Energy Policy Project (REPP) by Dr. Barbara Farhar of the National Renewable Energy Laboratory. “This is one of the strongest patterns identified in the entire data set on energy and the environment.” Strong Backing for Renewables National and state polls conducted since the REPP study confirm this finding: Polls for the Sustainable Energy Coalition indicated continued, clear public support for renewables. In a 1998 poll conducted by International Communications Research, the number of respondents picking renewables or efficiency as their highest research priority rose to fully 60 percent, compared with 10 percent for natural gas, 8 percent for fossil fuels, and 6 percent for nuclear power. In 1999, a national poll conducted by Research/Strategy/ Management Inc. found even higher levels of support, with 69 percent of respondents giving highest priority to research on renewable energy and energy efficiency programs. In the same poll, 78 percent supported requiring utilities to generate 10 percent of their power from renewables as part of electricity restructuring legislation, and more than 80 percent favored tax incentives to increase the use of renewable sources in the production of electricity. A USA Today-CNN national poll conducted in the wake of California’s energy woes found 91 percent of respondents backing “solar and wind power” as a solution to America’s energy problems, with only 6 percent opposed. A second national poll one month later by the Washington Post found a similarly overwhelming result: 90 percent supporting “develop more solar and wind power” with 8 percent opposed. The same pattern appears in state-level or single-utility-territory surveys: In Texas, polls conducted in 1996-1998 showed such clear preference for renewable energy and energy efficiency over conventional alternatives that utilities and independent suppliers made investments in new renewable energy projects, and the Texas legislature included a minimum renewable energy requirement, or “renewables portfolio standard,” in the state’s electricity restructuring law. As a result, 1,000 megawatts of wind (enough to serve about 300,000 homes) have been built in Texas since 1999. The Nebraska Public Power District asked its customers in August 2003 whether it should go forward with a $200 million wind project if that meant that utility rates would increase by up to 2.5 percent. A stunning 96 percent said yes, and 37 percent thought the wind project should be larger. A more traditional opinion poll of Colorado residents in March, likewise, found 82 percent supporting “wind and solar” even if rates would increase as a result. In November 2003, a Zogby poll conducted for the Wilderness Society found that 82 percent of Democrats, 80 percent of independents, and 70 percent of Republicans preferred investing in energy efficiency and renewable energy to drilling for more oil and gas in the US. Widespread Support for Wind As might be expected from the foregoing polls, and in spite of concerns and allegations that occasionally surface when a wind project is first proposed, public support for wind energy is strong. The bulk of wind-specific polling has taken place in European countries, and in particular in the United Kingdom, where a countryside preservation group has been organized to oppose wind development. The organization, called Country Guardian, has been successful in stimulating enough controversy to delay or even defeat a number of wind projects. Despite such opposition, opinion surveys in areas where wind development has taken place show strong general public support, both in the 1990s and today. Country Guardian is a UK organization founded, funded and run by its members, all of whom are individuals motivated solely by their concern for the integrity of the British landscape. It receives no external funding from any business source. We and the author wish to apologise for any contrary impression given in a previously published version of this article: any such impression was untrue and given in error. Of particular significance, public opinion in support of wind usually shifts to become even more strongly in favor once the wind turbines are installed and operating. For example, in surveys carried out by the British Broadcasting Co. in three communities in Wales in the mid-1990s, opinion was measured before and after construction. In Taff Ely, support for wind increased from 32 percent to 74 percent; in Rhyd-y-Groes, from 36 percent to 61 percent; and in Llandinam, from 65 percent to 76 percent. In another survey in Cornwall, the percentage of respondents approving or strongly approving of wind power rose from 40 percent before construction to an overwhelming 85 percent afterward. And in the Welsh community of Cemmaes, surveys before and after operation both found 86 percent support. According to an August 2003 poll for the Scottish Executive by opinion polling firm MORI Scotland, people living close to the 10 largest wind farms in the region strongly support wind: 82 percent of the respondents wanted an increase in electricity generated from wind, and 54 percent supported an increase in the number of turbines at their local wind farm. Two separate surveys have also looked at the effect of wind farms on tourism in Scotland. A 2002 poll by MORI found that of those who had actually seen wind farms during their visit, 8 percent saw them as a negative effect on their impression of their trip, while 43 percent saw no effect and another 43 percent saw a positive effect on the impression of their visit. The poll also found that over 90 percent of visitors would return to Scotland for a holiday whether or not there were wind farms in the area. Eight out of 10 said they would go to a wind farm visitor center during their stay. A second survey by the VisitScotland tourism agency found that the attitude of those who had actually experienced wind farms tended to be more positive than those who had not, and that 63 percent of respondents said it would make no difference to their decision to vacation in Scotland if the number of wind farms increased. In Germany, the largest wind energy market in the world with over 12,000 megawatts of wind power installed at the end of 2002, and where some groups have opposed further development of wind, a study undertaken that same year by the EMNID institute at Bielefeld University found that 66 percent of Germans favored further construction of wind farms, and 88 percent supported more wind energy development as long as certain planning criteria were met (regarding minimum wind speeds, spacing of wind turbines, and standards in residential and nature conservation areas). In Denmark, a country where wind supplies 20 percent of national electricity demand, a survey conducted in 2001 for the daily newspaper Jyllands-Posten confirmed public support for wind energy development. In answer to the question, “Should Denmark continue to build wind turbines to increase wind power’s share of electricity production?” some 68 percent answered yes, 18 percent found the current level satisfactory, 7 percent believed there were already too many, and 7 percent were undecided. The 2001 findings confirmed the widespread support already found in earlier surveys, in 1996 and 1994, on wind power in Denmark. Studies from Spain, where there is intensive wind farm development, show strong backing of wind power. They also show acceptance of wind energy growth increasing as wind farms are built. A 2001 survey showed 85 percent in favor of implementation of wind power in the province of Navarra and 1 percent against. Navarra in 2002 was getting 20 percent of its electricity from the wind. Four studies surveying the Catalonian province of Tarragona – in November 2001; May 2002; December 2002; and May 2003 – for the Spanish Renewable Energy Association showed that four out of five Catalonians favor wind energy, with the strongest support coming from people residing near a wind farm. In Albacete, an October 2002 study conducted for wind energy developer Energias Eolicas Europeas found that 79 percent consider wind energy to be a benefit, and 1 percent a step backward; 69 percent answered that wind was the best source of power production, compared to 17 percent citing hydropower, 2 percent for fossil fuels, and 1 percent for nuclear. The American View In the US, polling about wind energy has been scarce. Nonetheless, wind-specific public opinion surveys from Vermont, Massachusetts, and Texas and Nebraska (mentioned above), also found strong positive attitudes. Vermonters would welcome more turbines, according to a 2002 statewide poll: 70 percent of Vermonters support wind energy and would like to see more turbines in Vermont. The poll was conducted by ORC Macro, an international market research firm, for NRG Systems, a leading manufacturer of wind assessment equipment based in Hinesburg, Vt. When asked which single energy source they would like to see more of in Vermont’s future, respondents cited wind energy most often (30 percent), regardless of political affiliation, educational background, age, income, or gender. Wind and solar energy together received more than half of the responses (55 percent), and renewable energy sources as a whole (wind, solar, hydro, and biomass) were favored by 71 percent of the respondents. Natural gas was mentioned by 11 percent of the respondents. Nuclear and oil were selected by just 4 percent and 3 percent, respectively. Coal had no support. What’s more, tourists visiting Vermont seem unfazed by wind energy, according to a local survey. The survey found that 95 percent of visitors to Vermont’s Northeast Kingdom (four rural counties in the state’s northeast corner) would not be deterred from further visits by the existence of a proposed four-turbine wind farm. Of visitors who ski, 92 percent said they would ski in the same region if the wind turbines were located on the nearby ridgeline. The survey, commissioned by the Institute for Integrated Rural Tourism for East Haven Wind Farm, which is proposing a project on East Mountain in the town of East Haven, asked questions of 102 visitors at the Waterford and Lyndon information centers off Interstate 89 on five separate days. An earlier Vermont survey was mailed in 1996 to a random sample of residents in the town of Searsburg, where a 6 megawatt wind farm was planned (and has since been built). Sixty-three percent of those receiving the survey questionnaire completed it, a very high percentage. Of those responding, 89 percent said they would like to see increased use of wind energy, compared with 79 percent for hydro, 53 percent for municipal waste, 47 percent for gas, 25 percent for nuclear, 22 percent for wood, 6 percent for coal, and 5 percent for oil. As with the surveys in Britain, the Vermont sample found little objection to wind development in Searsburg itself. Residents were asked: 1) if they supported the Searsburg project; 2) if they would support it if it were in another community; and 3) If they would support it if there were no better place in Vermont where it could be built. Results to all three options varied only slightly, from 73 percent to 76 percent in favor. In nearby Massachusetts, the proposal for a large offshore wind farm in Nantucket has triggered well-funded and vocal opposition, which has been widely reported in the media. At least one poll has been undertaken so far, commissioned in 2003 by Cape Wind, the developer proposing the wind farm, and carried out by Opinion Dynamics Corporation. Among the residents of Cape Cod and the islands surrounding the proposed wind farm location, 42 percent of the respondents favored meeting future energy needs with wind, compared to 7 percent for nuclear, 7 percent for oil, 6 percent for natural gas, 7 percent for “other,” and 3 percent for coal. Statewide, the figures were 47 percent for wind, 25 percent for natural gas, 6 percent for oil, 5 percent for nuclear, and 3 percent for coal. Responding to a question about the Cape Wind project in particular, 24 percent of Cape and island residents “strongly favored” and 31 percent “somewhat favored” the proposal (55 percent approval), while 16 percent opposed and 19 percent strongly opposed the proposal (35 percent), the rest being undecided. The poll was carried out before well-known former news anchor Walter Cronkite announced that he was withdrawing his public opposition to the wind farm proposal. Conclusion Polls and surveys suggest that wind and other renewable energy sources enjoy strong popularity with the public, and that acceptance of wind grows with familiarity. As the United States grapples with growing power consumption, dwindling domestic natural gas supplies, vulnerability to terrorist attacks, and concerns about impacts on global climate change from fossil fuel combustion, among other energy challenges, decision makers may want to keep in mind the preferability of renewable energy sources and the long, continuing record of public support for them. Filed under: White Papers Tagged under: Utilities About the Author Chris Trayhorn, Publisher of mThink Blue Book Chris Trayhorn is the Chairman of the Performance Marketing Industry Blue Ribbon Panel and the CEO of mThink.com, a leading online and content marketing agency. He has founded four successful marketing companies in London and San Francisco in the last 15 years, and is currently the founder and publisher of Revenue+Performance magazine, the magazine of the performance marketing industry since 2002.