Across Europe, energy companies face the same challenge: how do you accelerate the energy transition while keeping your stakeholders on board? Local energy initiatives are becoming an important part of the answer. From community-owned renewables to citizen-led energy projects, these trends show a clear shift from the faceless, remote interactions of the past to more active, direct, and transparent engagement.
In this blog, Denis Dalmans, Client Service Directeur of TEAM LEWIS Belgium, looks at what these initiatives reveal about changing energy behaviour, and how energy brands can use these insights to build more credible, effective communication strategies.
Pessimists might argue that local initiatives highlight where the energy transition often gets stuck. Complex regulations, funding barriers and uneven understanding remain major obstacles to the success of local energy projects. But as the number of local initiatives in Belgium and across Europe continues to rise, lessons are being learnt and barriers are being overcome, indicating an opportunity for change.
Local initiatives influence energy consumption in several practical ways:
- More engagement: people who take part in community projects gain greater awareness of their energy use and impact.
- Faster adoption of renewables: shared investment lowers the threshold for development of larger and more impactful renewable projects.
- Deeper understanding: participation builds knowledge about energy choices, costs and sustainability.
These behavioural shifts matter; indicating that the most effective energy communication focuses on relevance, clarity and real-life impact, not just technology or targets.
5 communication principles energy brands can apply today
The rise of local energy initiatives sends a clear signal. People expect transparency, participation and honesty from energy organisations. Brands that continue to rely on technical language or top-down messaging risk losing relevance. Those that succeed are the ones that translate complex energy topics into stories people recognise from their own lives. They show progress without overpromising and acknowledge challenges instead of hiding them.
So how can energy brands put these expectations into practice in their own communications? Based upon our work with energy and sustainability-focused organisations, these are five principles that can help improve the effectiveness of your communications:
- Humanise the energy transition
Share stories of how your projects impact real people, families who benefit from lower bills, communities gaining energy independence, or workers retraining for green jobs. Make the transition relatable by putting faces to the change. - Be transparent about your energy sourcing
Break down your energy mix in simple terms. Use visuals or interactive tools to show how much comes from renewables, how much is still fossil-based, and what you’re doing to shift the balance. People want to know what’s behind the switch. - Involve your audience on the journey
Invite customers to participate, whether that’s through co-investment opportunities, local consultations, or feedback sessions on new initiatives. The more involved people feel, the more they’ll support your efforts. - Address energy costs head-on
Don’t avoid the topic of pricing. Explain what drives costs, what you’re doing to keep energy affordable, and how renewables or efficiency measures can help. Clear, honest conversations about money build trust. - Celebrate small wins and everyday actions
Highlight not just big infrastructure projects, but also the small, everyday steps, like community solar panels, that add up to real change. Show how everyone can play a part and celebrate progress at every level.
Local initiatives succeed not because they are small, but because they are understandable, tangible and trusted. In Belgium, for example, the founders of energy companies like Bolt, have launched the energy cooperative Plenty, allowing citizens to co-invest in renewable energy projects. Members share both the energy produced and the financial returns. For energy brands, the value of these models lies less in their structure and more in their mindset. They turn abstract concepts like “energy transition” into concrete stories about ownership, participation and shared benefit. And that’s how change of habits starts.
Unlock the potential of local energy initiatives – see how our energy expertise can drive positive change for your business.
