This chapter argues that the societal acceptance of urban wind generation has been affected by experience and media coverage. Although research suggests that public perceptions and acceptance of micro wind generation may be supported by value beliefs and excitement in participation in new forms of technology, there is no evidence found that this is the case on the ground for high-rise public buildings.
Public perceptions and their engagement with the market dictate growth patterns and can underpin incentivization schemes and government policy. Similarly, this also affects building regulations.
Architectural styles and the integration of renewables are directly affected by all of the above factors. It is interesting to see the discourse on how much of micro renewable energy should be seen and heard by the public. This in its wake will lead to raising questions on how to advance other forms of microgeneration such as the ducted systems and the possible involvement of artists to improve the aesthetic of these systems. In conclusion, this chapter argues that unless success stories are found, scepticism of the public of these technologies microgeneration will remain.
Acknowledgements The author would like to thank Prof. Rose Gilroy (School of Architecture, Planning and Landscape, Newcastle University) for informed extended conversations and for proofreading this chapter.