A new report published today argues that the next phase of UK electric vehicle (EV) adoption will be won on consumer confidence – and that confidence is being shaped less by technology and more by the quality, clarity and consistency of communications and engagement.
Accelerating the UK electric vehicle market through effective communications and engagement, undertaken by JBP Associates brings together stand-out perspectives from 17 experts and figureheads across charge point operators, local government, and consumer behaviour to examine the fundamental issue of how we communicate to – and engage with – consumers as the public charging network expands.
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the interviews, contributors point to a recurring communications gap: consumers are still making decisions based on outdated assumptions and highly visible negative anecdotes, while practical progress on vehicle range, affordability and charge point roll-out is not being translated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.”
Paz Sharma, Managing Director at Allego, one of Europe’s fastest growing EV charging networks, commented: “What comes through strongly is that there is a real need for a joined up approach between multiple stakeholders – national, regional and local government, the industry, motor traders and manufacturers, and existing EV drivers – to secure the confidence of motorists in taking the leap of faith into driving an EV for the first time.”
Mark Bradshaw, a policy consultant and former Cabinet Member for Transport at Bristol City Council, added: “The research shows that consistency and clarity are decisive. When consumers see mixed messages, confidence drops – but when national direction and local delivery reinforce each other, adoption becomes much easier to achieve.”