The Prime Minister, Sir Keir Starmer, has committed to “take on” the planning blockers to “clear a path” for a new generation of nuclear reactors – known as Small Modular Reactors – to be built for the first time in Britain.
Using Yonder’s Omnibus, we took the public’s temperature on nuclear expansion, given that a new nuclear site hasn’t opened in the UK since 1995, and with just one – Hinkley Point C – under construction. Do they back new sites? Do they understand the benefits? Our research shows that opinions are split, and uncertainty is rife – pointing to a need for an effective communications strategy that addresses Britons’ concerns and helps to build an understanding of the benefits of a new generation of nuclear power.
Public sentiment on new nuclear power stations
Our data shows that the UK is still on the fence about nuclear. 46% are in favour of building more nuclear power plants in the UK, 32% are neutral or unsure and 21% are opposed. When it comes to their local area, the resistance grows. Just 32% would welcome a new nuclear plant within 20 miles of their home, while 68% are either unsure or opposed.
This indicates that while new nuclear has some public approval, there is still a long way to go in winning hearts and minds, especially on local projects. And this could be a barrier to the government’s desire to “galvanise nuclear” and to support “development at a wider range of locations”.
The power of perks: local benefits matter
One thing the public largely agrees on is that host communities should benefit from hosting a nuclear plant. 58% of our respondents believe those living near nuclear power stations should get perks like lower energy bills, with just 10% opposed. This is a golden opportunity. Tying nuclear expansion to real, tangible benefits could be the key to winning local support.
Nuclear’s untapped potential
People see some upsides to nuclear, but many are still in the dark. While 45% believe nuclear will help to reduce energy bills and 45% also think nuclear will help the UK to reach net zero, that leaves more than half who disagree or who are unsure of these two crucial potential benefits. Similarly, just 39% think that building more nuclear power plants in the UK will help combat climate change. This is a messaging gap that should be filled.
Some advantages are clearer, however. 59% of UK adults believe nuclear will create jobs and 65% see it as a way to reduce reliance on foreign energy.
Our research also shows that an understanding of the benefits makes a difference. While 46% are in favour of building more nuclear power plants in the UK, this increases to 78% among those that think new nuclear will help reduce bills and increases even further to 83% among those that think new nuclear will help combat climate change.
The gender and generational divide
One priority for nuclear communications will be to build a broader coalition of support. In particular, there appears to be a degree of nuclear nervousness among younger people and women. Men are notably more enthusiastic about nuclear than women. 62% back new plants compared to just 32% of women. And just 20% of women would support a new nuclear power plant within 20 miles of their home compared with 46% of men.
Younger generations also appear to be more sceptical about new nuclear. Just 45% of 18-24s and 43% of 25-34s are in favour of building new nuclear power plants in the UK, compared with 57% of those aged 65+. Perhaps this is linked with less exposure to nuclear power conversations – with the last nuclear power station built back in 1995. Engaging these groups requires a rethink with fresh, relatable messaging that speaks to their priorities.
Winning over the public
The public is open to a new generation of nuclear power in the UK, but there are concerns and there will need to be careful communication. To build lasting support, communication efforts should:
- Sell the benefits – Many people do not know enough about nuclear’s advantages. Sharper messaging is needed to address this uncertainty.
- Close the gender gap – Women are significantly more hesitant. The industry and government should rethink their approach to resonate better with this demographic.
- Engage younger audiences – Younger people are less convinced, and this could threaten future societal support for nuclear. Strategic communication will need to win over younger generations to secure that support for the long-term.
- Make local benefits crystal clear – Demonstrating the national benefits of new nuclear is helpful, but direct benefits for local communities is also extremely popular. Consideration should be given for how such local benefits can be integrated into developments, and then communicated effectively.
The UK’s nuclear drive could be a game changer for future energy security, but public buy-in is the missing piece. Combining audience insight with strategic communications, the industry and government can effectively address concerns and make the benefits impossible to ignore – thus turning sceptics into nuclear advocates.