Energy Literacy Benchmark Study

Analyse comparative sur la littératie énergétique

The Atlantica Centre for Energy proactively works to foster sustainable growth related to energy opportunities in Atlantic Canada. A core focus of the Centre’s work is to improve energy literacy: the public’s understanding of how the energy sector works and how it impacts the lives of Atlantic Canadians.

The Centre developed the Energy Literacy Benchmark Study for Atlantic Canada with a goal of first understanding what Atlantic Canadians know about energy and the energy sector. A main component of this Study is the General Public Survey, which was conducted between June 12 and June 19, 2024, with Narrative Research. The Survey received 1,224 completed responses, which have been adjusted slightly to ensure they are representative of the region’s demographics.

Overall, the General Public Survey results shows most Atlantic Canadians are aware of the energy sources that have been historically used in each province and feel they have a reasonable level of knowledge about them. However, for “most,” the understanding of the region’s energy profile can be considered high-level, not in-depth.

This Survey research confirms that those who receive more information consider themselves to be more familiar and knowledgeable, and those who consumed more energy-related information had a better high-level understanding of the region’s energy sources and energy sector.

Select findings from the Survey of the General Public:

Amount of information seen or heard about energy in the past few months

A notable minority of respondents are either not seeing or hearing much information about energy or they are not recalling that they have seen it.

Two-thirds (67%) of respondents have seen at least some information about energy in the past few months, but only 37 percent have seen or heard a lot. One in ten (11%) can not recall any information about energy.

Considering just those who say they have seen or heard a lot of information dealing with energy, those in the 55+ age group (42%) and men (41%) are more likely to be higher levels. Those with higher incomes are also more likely to say they have seen or heard a lot of information. Across the region, those in New Brunswick (30%) are least likely to have answered “a lot.”

Almost half (48%) of respondents consumed energy-related information from mainstream news on the internet, followed by mainstream news on television and other news on the internet (each approximately 40%).

Government sources (33%) and energy providers (34%) are each noted by approximately one-third of respondents.

There are demographic differences related to sources of information. Mainstream news on television is noted more often by those over 55 years of age (54%) and by those in Newfoundland & Labrador (54%). The middle-aged group (35 – 44) are most likely to mention other internet news sources (49%) and the youngest group (18 – 34) are most likely to mention social media (50%) as the source. Nova Scotia stands out for higher mention of non-government sources (18%) than the other Atlantic Provinces.

Self assessment of energy knowledge levels

Even for the energy sources that respondents feel they have most knowledge, there is room for improvement. And for nuclear, biomass, biofuels, hydrogen and tidal power, knowledge levels appear low.

Respondents were asked how knowledgeable they felt they were about various energy sources used to produce electricity. They were also asked how knowledgeable they felt about energy sources that are used directly.

For sources used to produce electricity, looking at those who feel they have a high level of knowledge (ratings of 8, 9 or 10) there is a minority who consider themselves knowledgeable about all energy sources listed. The highest is for fossil fuels (37%) and then renewable hydro-electric and other renewable sources (both at 26%).

From there, fewer than two in ten consider themselves highly knowledgeable about nuclear energy, biomass and tidal power and approximately half of the sample gives very low ratings for these three energy sources.

For those energy sources used directly, fossil fuels such as gas and diesel, are again at the top of the list. Approximately one-third (36%) rate their knowledge highly and four it ten (42%) feel they have moderate knowledge levels.

Perceptions of knowledge fall off sharply from there with two in ten rating their knowledge highly for natural gas then only one in ten for biomass and hydrogen.

Men assessed themselves as having higher knowledge on the topic than women and higher income respondents also assessing themselves higher. Those 55 and older consider themselves more knowledgeable about gas and other refined petroleum products and hydro-electric sources but are similar to other age groups for the remaining fuels. As would be expected, those receiving (or noticing) more information about energy do claim higher levels of knowledge. Differences were not statistically different across provinces, except those living in Newfoundland and Labrador consider themselves more knowledgeable about renewable hydro-electric sources.

Importance of building new energy generation

There is strong agreement that new sources of energy need to be built in the next 10 years, with a majority saying it is critically important to do so.

There is strong agreement in each province about the importance of building new sources of energy generation in the next ten years. Over nine in ten feel this is important with six in ten saying it is critically important.

The combined importance level is similar across all demographics, but it is most likely to be considered critically important in Nova Scotia and least likely in Newfoundland and Labrador.

A strong majority (84%) think it is important to transition to cleaner energy sources. Fourteen percent feel it is not very or not at all important.

Those in Newfoundland and Labrador are less likely to feel their province should transition to cleaner energy sources (27% critically important) which is likely at least partly driven by the fact that most of their electricity is generated from hydro-electric sources.

Those in Nova Scotia are most likely to say the transition is critically important (52%). Even though the question was not specifically about electricity, the amount of coal used in that province may explain this result.

Types of local energy development not supported

Findings suggest there is not strong opposition to developing energy sources close to communities. A majority would not oppose fossil fuel or nuclear energy development close to their community.

An open-ended question reveals a minority of respondents oppose many different types of energy development near their community.

The highest level of not support is for fossil fuel-based energy (31%). For additional context, 16 per cent do support fossil fuel extraction, drilling, mining or fracking near their community.

There are very few demographic differences on this question. Interestingly, those in New Brunswick are more opposed to fossil fuel extraction (22%) than those in the remaining Atlantic Provinces.

For more information, you can read the Energy Literacy Benchmark Study General Population Survey final report here.

The Energy Literacy Benchmark Study is supported in-kind by Atlantic Canadian energy sector stakeholders and was made possible with the financial contribution of the Atlantic Canada Opportunities Agency (ACOA).

This report is funded by the Atlantic Canada Opportunities Agency (ACOA) under the Atlantic Policy Research Initiative, which provides a vehicle for the analysis of key socioeconomic policy issues in Atlantic Canada. The views expressed in this study do not reflect the views of ACOA or of the Government of Canada. The authors are responsible for the accuracy, reliability and currency of the information.

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