ethanol, electric vehicles, and public policy impacting renewable fuels 2. Explore the most impactful messages, language, and messengers for inspiring greater adoption of ethanol-blended fuels Methodology • Four 90-minute message testing focus groups with 46 fuel consumers/voters • Conducted by LSG online in Pennsylvania, Illinois, and Texas, and in-person in Los Angeles January 22- 23, 2025
years with fewer associating it with corn 4 • More consumers view ethanol as a FUEL source than a simple corn byproduct than in prior years. • Most are AWARE ethanol is in their gasoline, while many are still not, and consumers are now MORE conscious about the fuel they’re using. • Top factors driving increased awareness of ethanol: o More environmental media coverage and legislation o Inflation and high gas prices o More gas stations offering higher ethanol blends • 2025 presents an opportunity to drive greater interest in and adoption of higher ethanol blends.
most are LESS likely to choose a higher ethanol blend 6 • Favorability toward ethanol is driven by: o Potential cost savings o Benefits to the environment o Contribution to U.S. energy independence • But most fuel consumers report they are LESS likely to choose a higher ethanol blend due to: o Concerns about the impact to older engines o Uncertainty about the impact to fuel economy
• Across all our groups, consumer attitudes shifted significantly more POSITIVE after hearing about ethanol’s many benefits. • It is important to reach consumers EARLY before they arrive at the pump to impact their decision making • Fuel selection largely driven by HABIT and PRICE.
about cost, infrastructure, and performance 8 • Favorability toward electric vehicles was driven by their ENVIRONMENTAL benefits and TECHNOLOGICAL appeal. • However, many consumers expressed concern about EVs’ high PRICES, limited INFRASTRUCTURE and charging inconvenience, and limitations on vehicle PERFORMANCE in cold weather. • That's why nearly all consumers believe there will be a MIX of gas-powered and electric vehicles on the road 15 years from now.
Texas, but low in Pennsylvania and Los Angeles 10 • Illinois and Texas participants expressed strong SUPPORT for the proposal – citing benefits such as PRICE stabilization and increased fuel OPTIONS. • However, the response in Pennsylvania and Los Angeles was more HESITANT – with many participants expressing uncertainty about the proposal's implications and wondering WHY ethanol had previously been banned during certain months. • President Trump's support for E15 made NO meaningful impact on voters’ opinion of E15 expansion – even among Republicans – citing his lack of energy expertise and political motives. “I would base my opinion on the information that I gathered. [Trump] wouldn't sway me one way or the other.” - Pennsylvania Fuel Consumer
environmental friendliness 12 • AFFORDABILITY: Highlighting that E15 expansion can help reduce costs as much as 60-80 cents per gallon is the TOP consumer benefit in a time of inflation and high gas prices. • ENVIRONMENTAL FRIENDLINESS: Highlighting that E15 burns cleaner and E15 expansion can improve air quality and reduce greenhouse gas emissions further resonates strongly.
When You Say They Hear 13 The environment The air I breathe, important for my health, impacted by fuel emissions Air quality Politicized, a global challenge ethanol may not be able to address Climate change
benefits 14 • PERFORMANCE: While most are UNABLE to define octane, consumers in IL with E15 availability year-round find it compelling to hear that E15 can enhance engine performance, horsepower, and speed, while reducing engine wear. • JOBS/ECONOMIC GROWTH: In redder states like PA and TX, highlighting that E15 expansion can generate an additional $18 billion in GDP and support over 180,000 jobs resonates strongly. • ENERGY INDEPENDENCE: Highlighting that ethanol is American made and can reduce our dependence on foreign oil is compelling in a time of geopolitical conflict around the world.
Say They Hear 15 More efficient Better output and performance, effective, good for engines Better quality Speed, horsepower, potentially more expensive Higher performance Higher octane Race cars/luxury cars, more expensive
When You Say They Hear 16 Energy independence A leader but not necessarily independent Energy leadership Exploiting other countries, colonialism, lack of competition Energy dominance
benefits, but reframing helps 17 • SUPPORTING AGRICULTURE: America’s farmers and the agriculture industry are too far out of SIGHT and out of mind for most fuel consumers. Instead, speak to the JOBS created up and down the ethanol supply chain from the corn fields to the gas pump and everywhere in between. • CHOICE: Consistent with prior years, too many choices at the pump are viewed as potentially OVERWHELMING. Consumers are more receptive when this is reframed as providing “options” at the pump, which sounds less forced. "'Options' sounds voluntary. ‘Choice' sounds forcible.” - Illinois Fuel Consumer
national association 19 • ENVIRONMENTAL SCIENTISTS: Environmental scientists resonated with consumers because of their IMPARTIAL pursuit of facts and data without a perceived profit motive. • MECHANICS: Mechanics were highly trusted due to their HAND-ON experience with vehicles and understanding of the impact of fuel on performance and engine wear. • CAR OWNERS: Car owners that use ethanol fuel were perceived as RELATABLE messengers that could share relevant personal stories about the impact of ethanol. • ASSOCIATION: A national association of renewable fuel producers, retailers, and other partners was seen as credible for its ability to provide BALANCED, RESEARCH-backed information from a variety of sources. • Least trusted messengers: gas station owners, farmers, fuel companies, elected officials, and others with perceived strong FINANCIAL incentives or POLITICAL motives.
that ethanol is in their gasoline, while many are still not, fewer associate ethanol with corn, and exposure to industry messaging significantly IMPROVES perceptions of ethanol. Support for E15 expansion year-round is HIGH in Illinois and Texas, but LOW in Pennsylvania and Los Angeles, so greater EDUCATION is key. Views on electric vehicles are SPLIT with many citing concerns about cost, infrastructure, and performance. 5 Most trusted messengers: environmental scientists, mechanics, car owners, and a national association. Top benefits to grow consumer preference for E15 are affordability and environmental friendliness, while performance, jobs/economic growth, and energy independence are also impactful.
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