Gauging Public Opinion on Climate Change Policy : NPR

FLATOW: Yeah. And you say that by a margin of 3-1, Americans say they would be more likely to vote for a political candidate who supports a, quote, "revenue neutral tax shift." What does that mean?

LEISEROWITZ: Yeah. Really interesting. So we all remember now that there was this big fight in this country over cap and trade, you know, this market mechanism that was put forward a couple of years ago which did not pass. At the same time, there's been a whole other community of scholars that have looked and then proposing a different approach, which is basically that you increase taxes on something that we think is, in this case, is a bad, fossil fuel use, and decrease an equivalent amount in taxes on something that we all think of is good, which is income, income taxes. And so this is often called a tax swap that, basically, we don't let the elected officials, we don't give Congress a cent more, but that we increase taxes on fossil fuels and decrease taxes on people's income tax by an equivalent amount.

And what's interesting about that is who supports that? We see everyone from Al Gore, on the one hand, to very conservative former Representative Bob Inglis, on the other, liberal institutions like Brookings Institute, to the very conservative American Enterprise Institute, support this exact same idea. And what we, again, find is that, as you just said, 3-1 American support that, including Republicans, 2-1, say that they would be more likely to vote for a candidate who supports that kind of a policy.

"Revenue neutral tax shift" doesn't quite have a ring to it... can we ge some marketers on that?