Communicating Policy: Raising IRA Awareness in Philadelphia
A 2023 survey by the Washington Post and the University of Maryland found that more than three-fourths (77%) of Americans were largely unaware of the Inflation Reduction Act (IRA), let alone its benefits like rebates and tax credits for electric vehicles and home energy efficiency upgrades. This lack of awareness signals an urgent need for effective IRA communication.
Encouragingly, a 2023 survey by Yale and George Mason University (GMU) found that—after learning briefly about the IRA—more than two-thirds (71%) of registered voters said they supported it. But, despite this support, less than one-third (30%) believed the IRA would help them personally.
The IRA’s Justice40 Initiative is meant to ensure that 40 percent of the resources made available through the IRA benefit disadvantaged communities. But, a deeper analysis of a related 2022 survey by Yale and GMU showed that minority and low-income registered voters had heard of the IRA less than others. These groups also had the greatest support for the IRA after learning about it.
Together, these findings provide important insights:
- IRA information may not be reaching the people it is most intended to help.
- When people learn about the IRA, they largely support it.
- Limited IRA awareness may make it difficult for people to understand if and how it may help them and their ability to act on its benefits.
Effective communication, therefore, is necessary to increase people’s awareness of the IRA, their support for it, and their understanding of its benefits. And, such communication is especially important in areas with large economic and energy disparities—like Philadelphia—as the communities experiencing these types of challenges are precisely who the IRA is designed to help.
Philadelphia is one of the largest yet poorest cities in America, and much of its housing is outdated and largely divided between renters and homeowners, raising concerns about access to energy efficiency upgrades. Further, many of its low-income households need support to make home energy upgrades. Therefore, our forthcoming research aims to provide insights for communicating about the IRA to Philadelphians.
We know that people are more accepting of information that comes from sources they believe are credible. And generally, people view sources as credible if they think the source is an expert on the subject, trustworthy, and caring or well-intentioned.
Because of this, practitioners and policymakers aiming to communicate about the IRA in ways that people are receptive to should elevate the voices of messengers the public finds credible. Importantly, who the public finds credible may vary from community to community, so conducting region-specific research can further assist in tailoring communication strategies for a given demographic area.
Government agencies, utility companies, or nonprofit organizations may be well positioned to communicate about the IRA to the U.S. public (and some are already doing so), but each should be evaluated individually to determine if their messages resonate with Philadelphians.
For example, cleanenergy.gov is a White House website that provides information about IRA benefits to the public. Given that Philadelphia is a largely liberal city, the Biden White House may be viewed as a credible source on the IRA for this audience, as the legislation was a product of this administration. However, the inherent political polarization surrounding the White House as a messenger may not resonate with conservatives who live in the city.
Therefore, elevating IRA communication from non-partisan messengers may be beneficial. But, while utility companies or nonprofits may circumvent issues related to politics, nonprofits may struggle with name recognition or brand familiarity, and utility companies (like Philadelphia’s sole energy provider PECO) may be viewed as less credible if customers have had past negative service or billing experiences.
Each of these potential IRA communicators may face its own challenges in connecting with a Philadelphia audience—our forthcoming research will explore nuanced perceptions of these sources and identify which sources the city’s residents find most credible. Doing so may help inform communication meant to raise Philadelphians’ awareness of the IRA and connect them to its benefits, ultimately advancing the goals of the IRA.
Eryn Campbell
Lauren Lutzke
Heather Kostick
