Accelerating EV adoption through commercial radio

Purpose of project

This project investigates commercial radio, including online audio, as a medium to accelerate EV adoption and the transition to net zero in Australia. In 2023, EVs made up 8.5 per cent of all new car sales in Australia and comprised about one per cent of the nation’s light vehicle fleet. The target is for a net-zero vehicle fleet by 2050. In order to achieve this, rapid change is required in individual purchasing behaviours, as well as in policy and industry practices. Media will play a crucial role in accomplishing this and the overall shift to net zero. However, Australian media content continues to suffer from misinformation, poor climate and technological literacy, and/or disinterest, which can create confusion and hesitancy among audiences. 

The aim of this project is to identify and analyse commercial radio’s role in Australia’s response to climate change and its net zero targets. Working with content directors, producers and presenters across states and regional areas, we will develop content that resonates with commercial radio audiences and with people who are vulnerable to misinformation and resistant to the renewables roll out and shift to EVs. The efficacy and impact of the content will be evaluated through a rigorous research program using content analysis, surveys, focus groups and interviews with audience members, producers and presenters. 

Impact of project

This project has the potential to increase EV adoption and reduce CO2 emissions through a) greater public understanding of the EV transition, including why it is required, the urgency, and the means for transitioning, and b) wider knowledge of the practical aspects of EV ownership including affordability, accessibility and reliability, which will assist in addressing the barriers of misinformation and uncertainty. 

Greater public understanding is also likely to lead to more timely, understood and accepted decision making in relation to the green energy transition and other infrastructure requirements for net zero. 

Project partners