High-Level Marketing Messages for Renewable Energy Companies in 2024: Aligning with the Net Zero Imperative and ESG Priorities
The UK Department for Energy Security and Net Zero (DESNZ) Public Attitudes Tracker from Spring 2024 provides insights into public perceptions and attitudes towards renewable energy.
Most of the surveyed public supports using renewable energy, with 85% expressing favourable views. 74% of respondents believe that increasing renewable energy will improve the UK's energy security, while 82% of participants cited climate change as an important factor influencing their stance.
So far, so good.
But, looking more critically, while we can read the high-level stable support for renewables over the reporting period of the last four years as a positive indicator, we also have to interrogate the fact that the attitudinal trend could be said to have plateaued.
As renewable energy marketers, this stagnation highlights a communication crisis within the renewable sector.
Current strategies are not effectively reaching or persuading the less engaged segments of the population and key decision-makers.
Are renewables getting their messaging right? In many cases, we think not.
This article lays out, in our view, how renewable energy companies can align their marketing messaging to focus on deeper engagement with the issues at hand, providing more nuanced information to influence critical stakeholders.
It's time to stop talking about your tech and start speaking to your decision-makers' challenges.
Let's go.
Addressing the Renewables Communication Crisis
A major new report from E3G states that a renewables-based system can shield the UK from the risks associated with gas dependence and permanently and consistently lower bills in the 2030s.
However, this messaging often fails to resonate with business decision-makers considering renewable energy solutions for new construction or retrofitting projects.
Equally, while renewable companies are rightly proud of their technologies, a fixation on them misses the point that they often speak to non-experts about what, to many, still feels like emerging, new technology.
Investing in a big-ticket renewable energy source is a big commitment - and education is needed at all stages of the sales cycle to support that decision.
Content types like case studies, blogs, webinars, and thought-leadership pieces are essential for establishing your company as a credible and knowledgeable leader in the renewables industry. However, the high-level messaging that is the foundation of these resources must first be right.
Failing to understand the broader challenges investing in renewables might solve for clients - beyond lowering bills or adding efficiency - impairs the quality of communication and the impact of the messaging for too many renewable energy companies.
They must reframe their narratives to speak to decision-makers about real-world, tangible business benefits. This includes robust and legislated ESG targets, carbon tracking, plus reduction strategies, and the business case for net-zero commitments.
Let's break it down.
Putting the 'E' in ESG: The Business Case for Putting the Environment First
Research supports the business case for sustainability:
- NYU Stern: Over 58% of corporate businesses experience a positive relationship between ESG and financial performance.
- McKinsey: ESG strategies can impact operating profits by up to 60%.
- Deloitte: Net-zero commitments drive substantial real-world impacts, including new roles, product development, and improved data management.
Consumers also prioritise sustainability, with 76% willing to stop buying from companies that mistreat the environment, employees, or their community (PwC).
A recent Deloitte survey found that 45% of firms now have a chief sustainability officer (CSO)—triple the 15% of just two years ago.
"Net-zero is no longer a nice to have—it's a must-have." Deloitte
Committing to and integrating net zero into their corporate strategy is becoming imperative for firms to exploit the opportunities, manage the risks, and keep up with peers and regulators.
Net zero ambitions, therefore, boost profit and are future-proof—and are where the best-performing companies sit ahead of the curve… Using a renewable energy source for heating, cooling, or industrial processes is potentially the cornerstone of this goal.
But are renewables using this enough in their messaging?
Another imperative messaging strand renewables should consider is that current and prospective clients must soon comply with changing environmental and climate-related disclosure requirements.
Let's explore what's coming down the line.
Is your Sustainability Strategy Sustainable?
Governments worldwide are implementing stricter energy efficiency regulations and incentives for sustainable building practices. For instance, the European Union aims to have all new buildings be nearly zero-energy buildings (NZEB) by 2030.
Two key measures in the UK include the adoption of the IFRS Sustainability Disclosure Standards (IFRS SDS) and the UK Net Zero Carbon Buildings Standard.
They should be on the radar of all large organisations and, therefore, in the marketing messaging of renewable energy companies.
Let's take a look at why these two new regulatory standards will make the case for renewables even more compelling.
UK Adoption of IFRS Sustainability Disclosure Standards (IFRS SDS)
The UK is progressing towards adopting these standards to enhance sustainability reporting:
- The UK Sustainability Disclosure Technical Advisory Committee (TAC) is assessing IFRS SDS, with recommendations expected by the end of 2024.
- UK-endorsed ISSB standards are anticipated to be available by Q1 2025, with implementation beginning in 2026.
With such a milestone only 18 months away, organisations need to know about this now to consider how they plan to collect data on, report on and mitigate their carbon impact.
Renewable energy companies should help organisations understand and meet these new regulatory requirements, positioning themselves as essential partners in achieving compliance.
A UK Net Zero Buildings Standard
This standard, set to become a significant industry benchmark, will establish science-based limits and targets for net-zero carbon buildings. The beta version of the UK Net Zero Carbon Buildings Standard (NZCBS) is due in late summer 2024.
For renewable energy companies targeting new construction projects, this standard offers a compelling reason to adopt renewable solutions.
Make Your Renewables Marketing Message Matter
"ESG excellence reduces transition risk by helping companies stay ahead of changes in regulation and stakeholder sentiment." (McKinsey)
Effective marketing for renewable energy companies involves aligning messaging with their target audience's pressing needs and challenges.
Too often, our renewable energy marketing agency sees incredibly worthy renewables companies fail to communicate why adopting their technology matters. This includes emphasising compliance with ESG targets and new regulatory standards and showcasing the business benefits of sustainability.
While every renewable technology is different, and not every renewable solution is right for every project, there are powerful messaging strands that sit higher than the communications we often see in the sector.
This is one reason why, in our survey of B2B customer journeys, companies in the green sector lagged behind the more sophisticated approaches of peers in aerospace and tech.
The Labour Government's Clean Power Target of 2030 has raised the stakes on renewables momentum once again, but it's the way marketing personalises this renewable energy revolution to matter to decision-makers that will drive the change our planet needs.
As a specialist renewable energy marketing agency, we understand the nuances of the green tech and sustainability sector. If your messaging isn't landing the clients you need, we can help you craft compelling narratives that resonate with decision-makers.
Talk to our team about how we support your solution to make its mark on the market.
andy@wearewildtribe.com
