Wind turbines across open countryside under a wide sky

The real power behind clean energy is you

Mobilising the ‘silent majority’ of
clean energy supporters

Who we are

The challenge

The UK needs to triple solar and double onshore wind capacity. It’s a huge engineering challenge, but also a social one as most approvals are decided locally, with input from residents. In the last 10 years, 23% of large solar applications have been refused¹, with public opposition a major factor.

Yet there is also a big opportunity: three quarters of Britons back solar and wind in their local area. But these supporters rarely speak up, while the minority who oppose projects are often disproportionately vocal.

We need local people of all stripes to stand up and say yes: yes to solar farms near where they live, and yes to energy storage. Majority Power is a non-profit initiative tackling this challenge by mobilising the ‘silent majority’ of clean energy supporters so more clean energy projects get approved.

1 Renewable Energy Planning Database – Our analysis of all applications in England above 10MW ↩

Who is driving Majority Power?

During seven years at the Behavioural Insights Team (the “Nudge Unit”), Luke Ravenscroft led more than 30 experiments testing how to shift behaviours – experience that shapes how Majority Power mobilises support effectively. Luke was also the Director of Climate at a London council, seeing first-hand how groups of vocal opponents influence local planning decisions.

What we do

We turn quiet support into local action

Majority Power has piloted a new approach to encourage the ‘silent majority’ of Britons to show their support and get more clean energy projects approved. In 2026, working with Greenpeace UK and other partners, we have tested the following three-stage approach on 12 utility-scale renewable applications across England and Scotland:

Spot the opportunity

We identify new clean energy proposals using tools that monitor local authority planning portals, then run due diligence on the scheme and existing objections.
Find people willing to speak up

We partner with organisations – like Greenpeace UK – that have supporters across the country who want a chance to have an impact locally.
Turn up the volume

We encourage people to show support through simple actions – such as emailing councillors or responding to consultations – so everyday people can stand up, speak up, and show up when it matters.

Why do we think Majority Power will work at scale?

Our pilot showed that the approach worked. Local supporters are willing to take action: one in 16 people emailed their council, and one in six of those also submitted a consultation response. That support was noticed by decision-makers, and every application decided so far has been approved.

The approach is new in the UK, but tried and tested in the US by Greenlight America.

“At Greenlight America, we've helped local supporters advance 4.4GW of clean energy in just the last year, avoiding approximately 2 million tons of emissions annually. I am excited that Majority Power will take a similar approach in the UK.”
Matt Traldi, Founder and CEO, Greenlight America

Case study

Buckinghamshire pilot

In six weeks, Majority Power partnered with a national climate organisation and its local group to build visible local support for a solar farm facing organised opposition. Before our campaign, there were no letters of support. Ten days later, there were 19.

49.9 MW: Solar farm approved near Thornton, Buckinghamshire
7–3–1: Committee vote: for, against, abstention
0 → 19: Supportive consultation comments after mobilisation
16,000 tCO₂e: Estimated tonnes of emissions avoided each year

Supporters from the network emailed councillors, completed the public consultation, and spoke at the decision meeting itself. Councillors explicitly noted that they had heard both sides, and points raised by the supporter (powering 12,000 homes and local business rates) were taken up in the debate.

The application was approved after a nearly two-hour debate. The result: clean power for around 12,000 homes and approximately 16,000 tonnes of emissions avoided each year.

Showing that rapid, local mobilisation can change what decision-makers hear.

Partners