Nigel Farage’s anti-EV campaigning may actually be driving up public support for greener vehicles, new research finds.

Divisive and controversial figures perceived to be anti-environment are pushing the public towards EVs

Persuasion UK, a not-for-profit research initiative, examined which public figures can influence public opinion towards EVs.

It found that divisive and controversial figures who are perceived to be anti-environment are actually pushing the public towards EVs.

Nigel Farage caused a net 8% increase in support for EVs when he was associated with anti-EV positions. Meanwhile Wael Sawanm, the CEO of Shell, caused a net 6% increase and Andrew Tate brought about a net 4% increase.

The study also found that environmentalists and consumer champions, such as Greg Jackson, would have a big effect at pushing up opposition to EVs if they were to adopt anti-EV positions. Jackson caused a net 12% drop in support in this scenario.

The most likely explanation is that most people support EVs on environmental grounds but have concerns about affordability and practicality. Support from trusted consumer voices helps quell those concerns but any opposition from such trusted environmental spokespeople damages the ‘brand’ of EVs.

But public figures who are perceived to be extreme or anti-environment, such as Nigel Farage, make anti-EV positions undesirable.

Persuasion UK said it serves as a reminder that the vast majority of the UK public are instinctively pro-environment but understandably cautious when it comes to practicalities such as cost and range anxiety. They look to trusted voices to help deal with those concerns.

The organisation added that trying to turn EVs into a culture war issue will likely only increase support for EVs.

Research published by Persuasion UK last week found that EVs are becoming increasingly ‘normalised’ – nearly half of all drivers own an EV or know someone who does and 55% say they feel positive about EVs.

But around 40% of people still have practical concerns over cost and convenience.

Its research involved baseline polling of 4,000 people and randomised message testing of nearly 6,500 people by YouGov, with analysis by Persuasion UK.

This part of the study presented people with a fictional news article about EVs and said different public figures – drawn randomly from a long list – either supported or opposed EVs.

Respondents each saw the same core text, except each respondent saw a different random set of messengers – drawn from a long list of public figures – supporting or opposing. They were then asked a question on their support for the 2030 phase-out of petrol and diesel cars designed to increase uptake of EVs.

In the analysis phase the individual impact on support for this policy was isolated depending on which messenger endorsement people were exposed to.

Steve Akehurst of Persuasion UK said the vast majority of the British public are instinctively pro-EV on environmental grounds but have concerns about cost and convenience.

“Trusted voices who deal with these concerns are far more influential than controversial figures who are perceived by most to have undesirable views.

“In truth, people who try to turn EVs into a culture war issue are on a hiding to nothing.”