The energy transition is often described as a matter of technologies, investment and infrastructure. All true. But there is a less visible, and often, decisive piece of the puzzle: the ability to explain, guide and make choices “actionable”. That is where communication comes in.
One of the clearest messages emerging from TEAM LEWIS’ Global Energy Literacy Index, a study based on more than 2,500 online interviews conducted between 30 December 2025 and 13 January 2026, captures a system in transition, still caught in a paradox. That’s something we feel very tangibly in Italy. We are trying to run a 21st-century digital economy on a 20th-century energy infrastructure. A grid that is often outdated, more volatile prices, and an inevitable consequence: more fragile trust between suppliers, institutions and citizens.
A country that wants to change, but doesn’t always manage to
The point is not only to persuade, but also to enable. Because between intention and action there is a gap that does not close by itself. Globally, almost one in two consumers (49%) say they are ready to adopt new energy technologies, but only 13% are actually changing their primary energy source. In Italy, the adoption rate rises to 16%, yet the distance between willingness and behaviour remains clear.
This gap is not only economic or technological. It is also informational: when pathways are unclear, timelines uncertain and benefits not well understood, the decision becomes “postponable”. And if a decision can be postponed, in real life it often doesn’t happen.
In Italy the energy bill is an issue, but not the only one
The report also helps interpret perceived priorities in our country. Rising energy bills are cited as one of the main household challenges by 32% of consumers. However, in Italy another issue stands out: access. Specifically, the report shows that for Italians the real challenge is being able to access renewable energy sources (20% vs 13% globally) and truly efficient systems and appliances (17% vs 9% globally).
In parallel, the Index highlights a distinct Italian sensitivity around two broader, system-level issues: energy dependence (20% vs 16% globally) and limited access to renewables (14% vs 10% globally). These figures point to a clear reality: in Italy the transition is not perceived only as an ethical or environmental choice, but as a matter of accessibility and autonomy, and therefore an economic and industrial issue.
Trust as an enabler
When a system is perceived as expensive or fragile, trust becomes an intangible infrastructure. And without that infrastructure, even the most promising innovations struggle to scale.
The Global Energy Literacy Index describes a context dominated by volatility and fragility: outdated infrastructure, unstable prices and declining credibility of the legacy model. In this scenario, communication stops being “just reputation” and becomes an operational function: reducing uncertainty, clarifying expectations and building transparency.
Communication as an operational lever: what is really needed
If the goal is to turn intent into action, the point is not to increase the noise but to increase usefulness, clarity and verifiability. At this stage, for companies, utilities, supply-chain players and institutions, content and tools that can explain things simply, without oversimplifying, become crucial:
- Understandable benefits (economic, environmental, resilience) and access conditions
- Timelines and procedures (steps, permits, constraints, responsibilities)
- Grid limits and capacity, and what to expect in terms of connection/implementation
- Available support (incentives, financing, partnerships, services)
This is where communication becomes an accelerator. We can’t just describe the transition. We need to make it feasible.
Simplifying without losing credibility: the agenda for brands and communicators
The report warns against a common mistake: generic promises are no longer enough. In a structural transformation, trust is built on the ability to explain the “how”, not just the “why”.
For Italy, this means something very concrete: talking about the energy transition in a language that is understandable to those people who today have an often confusing bill as their only point of contact. While, at the same time, supporting those who are already further along with practical, consistent and reliable information.
To help meet this growing need for trust, TEAM LEWIS has launched Training for Trust, designed to support clients in shaping and delivering the right messages with authority. The goal is to turn communication into a real driver of change, helping audiences move from awareness to confident decisions and, ultimately, to action.
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