Americans Back Sustainable Tech Growth and Education, Jobs to Support It | Sustainable Brands

Despite recent
reports
of waning demand for electric vehicles and job cuts in renewable-energy sectors
in an increasingly polarized election
year,
a new survey found a strong demand among US adults for advancements in
sustainable technologies and a workforce equipped to implement them.

A recent survey conducted by the Michigan Economic Development
Corporation (MEDC) shows the public has
a clear desire for the adoption of new, clean technologies — as well as business
incentives, training opportunities and robust career pathways to support this
growing economy.

“The US accounts for more than 11 percent of global CO2 emissions with only
about 4 percent of the world population. Reducing that share is increasingly a
priority of federal and state governments, corporations, and individuals,” said
Jake Foose, Research Analyst for
Guidehouse Insights. “The recent survey data from the MEDC showcases a
strong public desire to not only embrace solutions that fight climate change but
also calls for programs and incentives to spur adoption.”

Desire for sustainable tech and jobs that enable it

While some climate-mitigation efforts can be polarizing issues, MEDC’s survey —
which polled a nationally representative sample of 1,000 US adults in March 2024
— revealed significant support for investments in sustainable technologies.

71 percent of people believe that major investments in climate
tech,
clean
energy
and EV infrastructure will ultimately pay off. In fact, 62 percent of survey
respondents agreed that it’s important to continue developing clean-energy
technologies.
In addition, 71 percent of respondents indicated their communities would benefit
from growth in sustainable sectors and providing new opportunities for workers.

“At the crux of any widespread transformation like electrification is a
workforce that’s able to adapt to the rapidly shifting needs of our
communities,” Foose said. “Technology sectors that have been neglected in the US
economy can be mobilized to meet these workforce needs — for example, by
creating training programs that enable new workers to enter these
fields.
These programs are essential to providing a steady pipeline of skilled workers.”

The vast majority of survey respondents (88 percent) agreed that companies won’t
survive without providing training to employees working with sustainable
technologies. Most respondents (67 percent) also consider providing training
programs as the top way for states to encourage job growth.

However, respondents recognized that clean-energy solutions need the support of
government agencies to come to fruition — legislation such as the Inflation Reduction
Act
exemplifies a great first step, but 86 percent said that widespread adoption
won’t happen without stronger government incentives for businesses.

Where it’s made matters

Among survey respondents is an expectation that sustainable technologies are
designed and manufactured here in the
US.
In fact, 87 percent of respondents said they were more willing to pay more for
domestically designed and made technology. However, confidence in the US
workforce’s ability to produce this technology is split: More than half of
respondents believe it’s difficult for the US workforce to compete against
skilled workers from other countries.

Public acknowledges benefits and barriers of EVs

Electric vehicles are a prime example of a solution critical to decarbonization
that draws a multitude of opinions and levels of understanding — consumer
reticence has led many automakers — including Michigan-based
Ford
and
GM
— to dial back their ambitious electrification
strategies
in the past year.

But transportation accounts for 28 percent of greenhouse gas emissions in the
US, with 58 percent of that attributed to light-duty vehicles. Electrifying the
approximately 15 million new light-duty vehicles purchased every year would be
one of the fastest and most straightforward ways to reduce emissions.

A shift toward electric mobility is not only a priority for environmental policy
but also a major focus for economic innovation across the country. Survey
results indicated consumers’ interest in electrification — with 81 percent of
respondents saying they would consider buying an EV at some point — but barriers
to adoption still exist that a skilled workforce could help address:

• US consumers cite cleaner air (74 percent), lower carbon
  footprints
  (61 percent) and community health benefits
  (43 percent) as top benefits of electric transportation. Other benefits
  include quieter (43 percent) and safer roads (24 percent).

• Nationwide, the top barriers for widespread adoption of EVs are cost (65
  percent) and difficulty finding charging stations (66 percent).

• Lower prices (58 percent), more access to charging stations (50 percent),
  and improvements to range (47 percent) would make the nation consider buying
  an EV.

Skepticism over EVs could also be due to a lack of knowledge: A surprising 38
percent of respondents say they are not familiar with EVs. Gen Z (74 percent)
and Millennials (70 percent) are more likely to be familiar with EVs and their
benefits, compared to Gen X (61 percent) or Baby Boomers (53 percent). The lack
of familiarity among older generations could be why 73 percent of Boomers and 64
percent of Gen X don’t trust most claims about EVs, compared to just 50 percent
of Gen Z. Nearly half of Millennials (48 percent) would consider buying an EV in
the next five years, compared to just 15 percent of Boomers.

Expectations for sustainable tech vary across generations

While survey data indicate generally
positive sentiment toward sustainable and clean-energy solutions and their potential impact on day-to-day life, opinions vary
between different generations of consumers.

Across generations, a majority of people think that major purchases on
sustainable projects pay off in the long run — but Gen Z and Millennials are
much more likely to believe this (78 percent and 81 percent respectively) than
Baby Boomers (56 percent).

One area that is generally agreed upon across generations is that the adoption
of clean-energy solutions won’t happen without stronger government incentives
for businesses; at least 84 percent of all four generations surveyed agree with
that statement. In addition, all generations agree that companies won’t survive
without providing training to employees to work with sustainable technologies.

Michigan leading the charge

Two-thirds of Michigan residents (68 percent) believe that major purchases of
sustainable products pay off in the long run — that number rises to 85 percent
among Gen Z.

Recognizing the positive impacts of sustainable technologies on both its economy
and communities, the state is strategically positioning itself as a leader in
sustainable innovation: At the heart of Michigan’s environmental and economic
strategy is the MI Healthy Climate
Plan
— which lays a pathway for the state to reach 100 percent carbon neutrality by
2050 through a broad range of strategic objectives designed to reduce carbon
emissions, foster clean-energy technologies and create sustainable job
opportunities across the state.

“With its industrial might and abundant natural resources, Michigan is
strategically positioned to lead the fight against the climate crisis. We have
the capacity to invent and manufacture what’s required to win, but we’ll need
homegrown talent from across our state and from across the country to get the
job done,” said Hilary Doe, Chief
Growth & Marketing Officer for the State of Michigan. “If you want to do
purpose-driven work to fight the climate crisis, come to Michigan — because this
is the front line. Through comprehensive training programs and strategic
initiatives like the MI Healthy Climate Plan, we are ensuring that our workforce
is not only prepared for the jobs of tomorrow but is also instrumental in
shaping them.”