It is February 2026, and the honeymoon period of the energy transition is well and truly over.
The era of non-committal ambitions, poorly defined roadmaps and rosy outlooks has been replaced by the harsh reality of scarcity, costs, and tough political choices. For energy companies, this is no longer a PR challenge; it is an existential dialogue with society.
As the net zero consensus continues to fragment, Dutch media and public perceptions of are being reshaped by five key debates:
- The gridlock: who gets priority?
Electrical network capacity to connect – millions of low-carbon assets from renewable generation to EV chargers – has shifted from a technical issue to a socio-economic millstone. Now that the ‘connection offensive’ to build out more grid capacity is in force, the debate has recentred upon priorities. Should a new school take precedence over a factory seeking to electrify? The energy grid risks becoming a zero-sum game, and the sector must explain why not everyone can be served at once.
- The social divide: Is energy becoming a luxury item?
With gas tax reaching €0.72 per cubic metre, energy poverty is no longer an isolated incident but a structural problem. While wealthier ‘early adopters’ are reaping the benefits of their solar panels and heat pumps, tenants are left footing the bill in draughty un-upgraded flats. The call for redistribution and a fairer division of costs is louder than ever.
- Nuclear power: from ‘if’ to ‘how’ and ‘where’
The decision has been made: at least four large nuclear power stations will be built in the Netherlands in the coming years. But now that locations are becoming concrete, the debate is shifting to people’s backyards. Financing models and the role of small modular reactors (SMRs) for industry are creating a complex dynamic between national ambitions and local resistance.
- Heat pump mandate: freedom versus obligation
The debate around hybrid heat pumps has become polarised. While the government pushes ‘soft obligations’ through fiscal incentives, consumers feel cornered. Uncertainty over the net metering scheme has damaged trust in the technology, causing the transition in the built environment to falter.
- Strategic autonomy: the price of self-sufficiency
Geopolitical instability is forcing us to make difficult choices: increase gas extraction in the North Sea or remain dependent on expensive American and Qatari LNG? Security of supply is back on the agenda, along with the question of what premium are we willing to pay for our energy independence.
How should energy companies position themselves?
In this minefield, simply broadcasting how sustainable you are is no longer enough. In fact, it can be counterproductive. My advice for the positioning of energy companies in 2026:
- Become the ‘partner in scarcity’
Do not position yourself as a product vendor, but as a partner and guide in a world of limitations. Be honest about what cannot be done and the compromises necessary to make progress. Companies that communicate transparently about grid congestion and the true costs of the transition will, in the long run, earn more trust than those who stick to glossy marketing promises.
- Humanise the numbers
The debate is technical and political, but the impact is emotional. Show where the profits are going: make the billions invested in the grid tangible. Communicate not in megawatts, but in social returns and benefits to consumers. Show empathy for those at risk of being left behind; acknowledge the pain of high bills instead of explaining them away.
- Choose evidence over vision
In an era of greenhushing, ‘show, don’t tell’ is the motto. Stop talking about 2050 and start reporting on today. What have you actually done this quarter to reduce grid pressure or help vulnerable customers?
From supplier to social anchor
The energy companies that survive this crisis as respected brands will be those that dare to embrace nuance. Be sharp, be honest and, above all, be the party that guides citizens and businesses through the complexity.
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