Guest Column

Beyond range anxiety: The social dynamics powering EV adoption

Advancements in charging technology also play a critical role to EV adoption.

Imagine a world where electric vehicles are as commonplace as smartphones. Not so long ago, this seemed like a distant dream, primarily due to the dreaded “range anxiety.” But today, the landscape is shifting dramatically thanks to a mix of technical advancements and social dynamics.

In 1996, General Motors' EV1 emerged as the first modern-day all-electric vehicle, boasting a modest range of 74 miles – adequate for city driving but limiting for longer trips, especially with public charging stations scarce. For the next 15 years, this narrative was slow to change.

Fast forward to today: The Lucid Air boasts an estimated range of 516 miles, more than the average gasoline-powered car can travel on a single tank. In 2022, the average range of an electric car sold in the U.S. reached 291 miles. By May 2023, more than 138,100 public charging outlets were available nationwide. Despite a concentration of these stations in California, the trend is evident: EVs now offer unprecedented range, complemented by an ever-growing network of charging stations.

Yet, the specter of "range anxiety" lingers. Why?

The answer lies not in statistics or technology but in human behavior. A recent study of new EV registrations in 11 U.S. markets revealed a "cluster effect" in EV adoption. Prospective buyers are often influenced by EV owners within their social circles ― neighbors, family, or colleagues. This phenomenon, sometimes known as peer pressure, social contagion, or the “neighborhood effect,” underscores a simple truth: seeing is believing. In other words, the best predictor of a person driving an EV is someone in their inner circle driving one first. (As an EV driver, my own experience resonates with this finding. Three of my friends switched to EVs after hearing about how much my family was enjoying ours, and how much we were saving.)

The report cited two key factors of peer influence in helping new EV drivers overcome possible sources of anxiety, like range limitations. The first factor ― interpersonal communication and persuasion ― includes observation of specific choices (i.e., a new Tesla in the neighbor’s driveway), word-of-mouth communication, and the influence of trusted community leaders. The second ― normative social influence ― holds that social norms are passively communicated as shared standards of behavior within a group. Even without talking to the neighbor, the sight of their new Tesla suggests that driving one allows you to “fit in” too.

If peer influence helps convince EV buyers that range is no obstacle, charging stations are doing their part to influence cluster buying as well. California had more than 14,000 of the nation’s 51,000 public charging stations as of March and also the highest number of registered EVs. Consumer Reports reported in June that “charging logistics” was the number-1 reason holding back potential EV buyers. It only makes sense that the threat of a broken EV charger or a long stretch of road without one is lessened where more chargers are available. The number of public charging stations has increased by 40 percent since Jan. 2021, and figures to rise further as public- and private-sector investment dollars flow into public charging.

More than the availability of public charging stations, the ability to charge one’s EV at home overnight is a practical antidote to range anxiety. Charging overnight can add 40 to 50 miles of range, enough for an average driver on an average day. A 2022 survey by J.D. Power indicated 27 percent of homeowners are "very likely to consider” buying an EV, compared to 17 percent of those who rent. “Not only are homeowners more affluent, on average,” the report notes, “but are more likely to be able to charge an EV at their residence.”

Here too, the cluster effect makes sense. In areas where renters are concentrated (think apartment complexes), all it takes is one EV driver to inform their neighbors where the nearest charging stations are, eliminating a logistical barrier to range anxiety. In areas where homeowners are concentrated (think new-construction suburban communities of family homes), all it takes is one EV driver to demonstrate the utility of overnight charging in a standard garage or driveway outlet.

Advancements in charging technology also play a critical role. The advent of affordable Level 2 chargers and ultra-fast Level 3 chargers, like Electrify America's 20 miles-per-minute chargers, further eases range concerns.

The availability and affordability of charging technology might be the best weapons in the fight against range anxiety, but they are of little use without a first-hand introduction on the part of someone in your social circle. The key to accelerating EV adoption lies in nurturing these social “clusters,” fostering a network of influence that propels us towards an electrified, sustainable future. In this journey, our greatest allies are the conversations in our living rooms, the examples in our driveways, and the shared experiences within our communities. As these clusters expand, they forge a path toward a cleaner, more environmentally conscious world.

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Kate L. Harrison is the co-founder and head of marketing at MoveEV, an AI-backed EV transition company that helps organizations convert fleet and employee-owned gas vehicles to electric, and reimburse for charging at home.

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A View From HETI

Rice Wind Energy had a strong showing at the DOE's 2025 Collegiate Wind Competition. Photo courtesy Rice University.

The student-led Rice Wind Energy team clinched second place overall at the U.S. Department of Energy’s 2025 Collegiate Wind Competition (CWC), which challenges students nationwide to design and build wind turbines, develop wind energy projects and engage in public outreach to promote renewable energy.

“The Collegiate Wind Competition is such an incredible opportunity for students passionate about sustainability to gain industry-applicable, hands-on experience in the renewable energy space,” senior and team vice president Jason Yang said in a news release.

The event was hosted by the National Renewable Energy Laboratories at the University of Colorado Boulder campus. Over 40 teams entered the competition, with just 12 advancing to the final stage. The competition comprises four core contests: connection creation, turbine design, turbine testing and project development.

Rice Wind Energy had the largest team with 26 students advancing to the final stage of the competition. It picked up a first-place win in the connection creation contest, and also placed third in the project development, fourth in turbine testing and fifth in turbine design contests.

“This accomplishment is a testament to our focus, teamwork and unwavering determination,” senior Esther Fahel, Rice Wind Energy’s 2024-25 president, said in a news release. “It’s a remarkable experience to have watched this team progress from its inception to the competition podium. The passion and drive of Rice students is so palpable.”

In the Connection Creation contest, the team hosted a wind energy panel with Texas Tech University, invited local high school students to campus for educational activities, produced a series of Instagram reels to address wind energy misconceptions and launched its first website.

The team also developed an autonomous wind turbine and floating foundation design that successfully produced over 20 watts of power in the wind tunnel. They were also one of just a few teams to complete the rigorous safety test, which brought their turbine to below 10 percent of its operational speed within 10 seconds of pressing an emergency stop button. It also designed a 450-megawatt floating wind farm located 38 kilometers off the coast of Oregon by using a multi-decision criteria matrix to select the optimal site, and conducted technical modeling.

“I am amazed at the team’s growth in impact and collaboration over the past year,” senior Ava Garrelts, the team’s Connection Creation lead for 2024-25, said in a news release. “It has been incredible to see our members develop their confidence by building tangible skills and lifelong connections. We are all honored to receive recognition for our work, but the entire experience has been just as rewarding.”

Rice faculty and industry sponsors included David Trevas and faculty advisers Gary Woods and Jose Moreto, Knape Associates, Hartzell Air Movement, NextEra Analytics, RWE Clean Energy, H&H Business Development and GE Vernova, Rice’s Oshman Engineering Design Kitchen, George R. Brown School of Engineering and Computing, Rice Engineering Alumni and Rice Center for Engineering Leadership.

The BYU Wind Energy Team took home the overall first-place prize. A team from the University of Texas at Dallas was the only other Texas-based team to make the 12-team finals.

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