Summary

A video produced by Levi, a wind turbine technician, significantly persuaded rural audiences that there are high-paying jobs in the wind industry, and to recommend a career in wind energy to others.

Study Design

A national sample of 400 rural residents completed the study in May 2023. Participants were randomly assigned to view either a short video on the day in the life of a wind turbine technician or a placebo video. Participants were asked to rate their agreement to the following statements:

1) There are high-paying jobs in wind energy.

2) I would recommend a career in wind energy to someone I know.

3) If I were looking for a job, I would be interested in exploring job opportunities in wind energy.

Key Findings

• Levi’s video increased perceptions that there are high-paying jobs in wind energy by 27%. 
• Levi’s video increased respondents’ likelihood of recommending a career in wind energy by 17%.
• The video increased interest in exploring a job in wind energy among 35-54 year olds (17%) and Democrats (18%).