When it comes to the battle of ideas about coal, the coal industry has a considerable public opinion advantage over environmental groups, such as the Alliance for Climate Protection

How Americans feel and think about coal; & the impact of the Repower America Campaign 
 

In late-September/early-October 2008, Haddock Research conducted a survey which included questions about the associations and emotions people have towards coal, as well as awareness and support for the Repower America campaign. The study was run amongst nationally representative samples of over 1,000 people per country in Canada, England and the USA.  

Given the grave threat posed by coal to the health of the planet, it is striking that coal has such positive associations for so many people – and evokes so many positive feelings. It is also clear that these associations, and related emotional attachments, do vary from country to country. 

In the USA, the most common associations are to do with coal’s role as a fuel and in industry – such as by offering abundant energy, being cheap and providing electricity. Amongst a large number of people, it also stirs warm, cosy and nostalgic thoughts – such as of BBQs, childhood and Christmas. These types of associations most commonly makes people feel calm, confident, nostalgic, desire and give a warm glow.  

A smaller proportion of Americans have more negative thoughts about coal, such as to think about it being black, bad or of death. Only a few (4%) think about climate change / fossil fuel / it being non-renewable when asked to state up to 3 associations they have about coal. Those who do associate coal with climate change generally have negative feelings about coal – it makes them annoyed, angry, disgusted, sad, unamused and scared. 
 

You can download the full press release in the PDF attachment at the bottom of this page.

Data for this press release comes from Environmental Choices 2008, Section report 3.a, Power generation: Reactions to coal & nuclear power; & Al Gore's plan for 100% renewable electricity in 10 years, in the USA. A free summary is available in a file called Haddock EC2008 Free Summary 3a Power Generation.pdf. For more details about the section report, and to purchase, please use this link.