A few weeks ago, TEAM LEWIS and KPMG co-hosted a webinar with communicators and business leaders linked to the energy sector. It was a good conversation, and it is always useful to take a step back afterwards: process what we heard, look at attendee feedback, and connect it with the data.
One message was very clear: the energy transition is no longer only a technology story. It is also a confidence and credibility story. People are not asking for bigger ambitions. They are asking for clearer answers, and choices they can actually act on.
Recent data from TEAM LEWIS shows why. Energy bills are the headline anxiety, and the main reference point people use to judge the transition. At the same time, many still don’t feel equipped to make the right decisions: 30% admit they are not very aware of their own energy use, and 40% say they have limited knowledge of new technologies or solutions. So even when people are interested, the upside can remain theoretical.
And the trust baseline is not strong. The Global Energy Literacy Index notes that only 37% believe government can keep prices low. In that context, companies and industry stakeholders are often expected to play a “translator” role: bringing clarity, proof, and practical guidance.
One additional point is easy to miss in energy communications: the cost of inaction is not neutral. When people don’t understand the transition, they don’t move, and delays have a price too (missed savings, rushed decisions later, and frustration that gets directed at the whole transition). The opportunity for organisations is to reduce that “inaction cost” by making the next step simple, credible, and low-risk.
What we learned: the real gap is translation
During the webinar, one pattern came up regularly. Organisations communicate in intention language: “we are committed”, “we aim to”, “we support”. But audiences are looking for translation language.
This is where many energy-related organisations get stuck: the direction is right, but the story is not yet “usable”.
Below is a simple three-step approach to move from awareness to action.
Step 1: Diagnose: start where people live
If you want credibility, start with the topics people experience daily: bills, reliability, and timelines. Don’t jump too fast to target and long-term ambition.
A practical way to do this is to separate:
- what improves now and later,
- what is certain and still evolving,
- and what is being done to protect affordability and reliability during the transition.
When people feel you understand their reality, they are more open to the bigger picture.
Step 2: Prove: publish “proof people can use”
Many organisations communicate activity (“we invest”, “we innovate”), but less often communicate progress in a way that helps people decide.
We recommend publishing a small, stable set of annual or quarterly proof points that show progress and trade-offs. Keep it consistent report after report. And translate performance into outcomes people can relate to (cost stability, reliability, easier choices), not only technical metrics.
Step 3: Mobilise: make action feel low risk with scenarios
The Energy Literacy Index notes that 48% expect to change home energy sources within five years, but planning and follow-through remain low. That is often because decisions feel risky, expensive, or confusing.
A practical fix: replace generic encouragement with a small number of clear scenarios people recognise (e.g., “if you rent vs. own”, “if you have low upfront budget”, “if you prioritise stability over speed”) and show what “good” looks like for each.
Also important: show shared action. Don’t only tell people what they must do, show what you will do, and how feedback has shaped the plan.
Closing thought
The energy transition will not succeed on technology alone. It will succeed when organisations make it easier to understand, easier to trust, and easier to act on. The brands that lead will be the ones that behave like trusted translators: close to people’s worries, strong on proof, and very clear on the next step.
If you want support turning complex energy topics into credible, usable communication, TEAM LEWIS can help. We work with organisations to shape clear transition narratives, build proof-led messaging, and activate it through thought leadership, media engagement and spokesperson support, so audiences don’t just hear ambition, they understand what it means for them. Get in touch to discuss what this could look like for your organisation.
At TEAM LEWIS, we work with organisations across energy, sustainability and industrial innovation to shape narratives that connect technical expertise with business relevance, stakeholder engagement and long-term trust.
Because the future of energy will also be shaped by how effectively its story is understood.
