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JBP Research

Accelerating the UK Electric Vehicle Market through effective communications and engagement

The UK’s EV transition is accelerating, but the success of the next phase will be determined by consumer confidence - and how effectively the sector communicates with motorists.

This report, undertaken by JBP, draws on insights from 17 industry leaders, local government officials, and consumer behavioural experts to examine the role of communications and engagement in ensuring a successful and equitable rollout of EV charging networks in the UK. The findings are organised into 15 key themes that emerged from our interviews with key stakeholders during 2025 and 2026.

The report arrives fast on the heels of the government’s recent Get that Electric Feeling advertising campaign, welcoming the visibility it brings while arguing that a sustained, multi-stakeholder effort is now required to turn awareness into action.
 
Across the interviews, contributors point to a recurring communications gap: consumers are still making decisions based on outdated assumptions and highly visible negative anecdotes, while practical progress on vehicle range, affordability and charge point roll-out is not being translated into a clear, trusted narrative.
 
Key findings include:
 
  • National leadership and consistency matter. Experts highlight that shifting policy signals and uneven messaging across regions undermine public confidence and create hesitation among consumers, councils and investors.
  • Misinformation is actively shaping attitudes. The report identifies a need for more proactive rebuttal from trusted sources, with clearer, regularly updated public information on charging reliability, safety and real-world performance.
  • Everyday relevance is the missing link. Contributors stress that communications must prioritise “how this works for me” questions – cost, convenience, reliability, and safety -rather than leading with technical features or environmental virtue alone.
  • Behaviour change needs supporting, not assuming. Interviewees describe EV adoption as a shift in habits (planning, refuelling routines, expectations on charging speed) and call for guidance that normalises these differences and reduces anxiety.
  • Different audiences need different engagement. The report finds that one-size-fits-all messaging fails for groups with distinct needs -from taxi drivers and SMEs to households without off-street parking – and that tone, language and channels must be tailored.
  • Equity must be visible and credible. Experts warn that if consumers perceive the transition as unfair, geographically or financially, resistance will harden. The report highlights the importance of communicating how roll-out plans serve rural areas, deprived communities and on-street parkers.
  • Real-world experience builds trust faster than advertising. Several contributors point to local test-drive and community-based initiatives as a high-impact way to replace myths with lived experience and boost confidence.
 
Chris Lawrance, Managing Director at JBP Associates, said: “This report explores a communications conundrum at the heart of the transition. The findings clearly underline that communications and engagement are not an add-on to the EV transition; they are core to it.”

Download the report.

Download the report for expert insights on themes across the EV communications conundrum including the need for national leadership to push the electric transition, how proactive communication is vital to combat misperceptions, the need for effective public education campaigns and the importance of spotlighting everyday relevance in EV messaging.

Download