Human confidence is a fragile thing. In the modern media age, we’re even more prone to doubt, confusion and just straight-up cynicism.

This often is a very relevant thing to those in the business of making our consumer choices more sustainable ones. CFL lightbulbs, condensing boilers, LEDs, solar panels – they’ve all been through a rigorous ringer when it comes to winning the public over, and are now coming out the other side.

Electric vehicles are currently fighting the good fight in terms of breaking beyond ‘the jury’s out’ and making a push for mainstream approval. To that end, we produced our Living with an Electric Car video trilogy and are will soon be working with 20 company fleets to design practical plans for going electric.

But enough about what we’re doing; heartening news has come in from elsewhere – namely the Cabled consortium in the West Midlands, who trialled 110 electric cars in the region throughout a period of over two years.

They’ve found that people’s confidence in electric cars’ ability to get them from A to B increased over the trial – basically, B became further and further away as the much-vaunted ‘range anxiety’ decreased.

The BBC’s Transport Correspondent too seems to be being slowly won over:

“Obviously, they not well suited to long journeys, but with 75% of journeys during the trial being less than 20 mins in duration then electric technology seems perfect….The trial will add valuable data to the drive towards widening electric car use. Already there are predictions that by 2020 between 5-10% of all cars sold will be electric.”

When technologies overcome the confidence barrier it almost always serves to highlight the importance of rigorous testing and being very specific about what products are the best at doing what they’re supposed to. That’s why our technology trials are such a key part of what we do, and why other organisations like Which? are also so revered when a consumer crisis of confidence needs to be addressed head-on.