Study from University of Pennsylvania: Political ideology affects energy-efﬁciency attitudes and choices http://www.pnas.org/content/early/2013/04/26/1218453110.full.pdf?with-ds=yes Or alternatively, you can read a reporter's summary of it here: To fight climate change, don't mention it, study suggests To fight climate change, don't mention it, study suggests - Science The crux is basically - don't mention the environmental benefits of energy efficiency. If you market to a liberal crowd, they would already spontaneously associate the two. If you market to a conservative crowd, you will actively dissuade them. As much as I like The Gallons of Light ad, it runs the risk of being too environmental (by showing oil rigs etc.). So it may not actually be the best marketing message for Tesla. For the most part Tesla is creating an image of making stunning cars that just happen to be electrical - rather than environmental preservation devices that happen to be cars (cough... cough... Leaf). Stressing the environmental message too much could undo all that.