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New research has revealed that politicians visibly ‘leading by example’ can substantially increase the willingness of members of the UK public to adopt further low-carbon lifestyle changes.
The study looked at over a thousand people’s responses to the examples of ‘high-profile individuals’ in a nationally representative survey. It found that the vast majority (86%) wanted to see politicians, celebrities and business leaders setting a good example in terms of their climate actions. Citizens were also more willing to adopt low-carbon actions, such as flying less, eating less meat, or driving an electric car if they saw leaders doing the same. At the same time, people’s overall approval of leaders who were setting a strong example improved.
Despite this, further investigation showed that politicians may currently be reluctant to publicise their personal climate-friendly actions due to fear of criticism for virtue signaling, or hypocrisy.
Together the work suggests that rather than pulling off ‘green stunts’, politicians’ consistency of action over time is crucial, and it can also be beneficial if they acknowledge that some changes may be too difficult or costly for everyone to make (such as buying an electric car or installing a heat pump).
The government’s newly published Local Power Plan points the country in a direction that the British public support: clean energy that’s transparent, affordable, and delivers real benefits to communities and their local environments.
When we asked about the three most important factors for involving local communities on infrastructure proposals, both the public and MPs were most likely to select “clear, plain language information about the project and its impacts” and “being asked for views early, before decisions are made”. These were followed by “a clear explanation of how views influenced the final decision” for MPs and “independent or trusted organisations running the process” for the public.
When we asked which 3 factors people felt were most important in terms of influencing their support or opposition for local infrastructure projects, they picked: the project’s impact on the local environment, on energy bills and on the local community as the top considerations.
These three priorities are consistently the highest for all groups across age, gender, region, social grade, housing tenure, political support, education level, ethnicity, and whether they live in urban or rural areas; a rare point of alignment between these different subgroups of the public.
Strikingly, what made much less of a difference were people’s views about climate change and net zero.
This doesn’t mean that belief in (or concern about) climate change isn’t a critical foundation on which to build engagement around clean energy in general (this is the core idea behind linking the ‘how and the why’ on net zero, as we argued in our recent message testing work with Public First).
But when it comes to specific clean energy projects, the local impacts and financial considerations loom larger: as the transition becomes ever more place-based, this trend is only likely to accelerate.
Commentary & Analysis
27th January 2026
Signal in the Noise is Climate Barometer’s annual publication that monitors and makes sense of patterns and trends in opinion on climate change
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