United or Undone? The Threats of Division, Short-Termism, and Tech Failures in Renewable Energy

The Trust Problem in Renewable Energy

Renewable energy adoption should be a runaway success. The technology exists, costs continue to fall, and the climate crisis makes the case for change more urgent than ever. Yet, as a renewable energy marketing agency, we see persistent, fundamental, issues that slow progress: installation failures, short-termism in decision-making and sector-wide division.

These avoidable roadblocks don’t just create one-off setbacks. They actively fuel scepticism, create negative press, and slow down adoption when we need to be accelerating.

In this article, we’ll explore these challenges in detail, argue why the industry must confront them head-on, and introduce Wildtribe’s latest campaign, ‘United for Renewables’, designed to support the sector in strengthening its voice, rebuilding lost trust, and driving forward the clean energy transition.

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It’s Already Hard Enough: The Political and Media Assault on Renewables

Before we even get into the new challenges we’ve identified for the industry to confront, we need to acknowledge that the playing (or battle) field is already tough going. Renewable energy is up against a coordinated political and media backlash that threatens to stall progress on a global scale.

In the UK, The Conservative Party has declared net zero an impossibility and right-wing media attacks on Labour’s energy policies and personnel are in full force. Figures leading the net-zero transition, including Ed Miliband, Secretary of State for Energy Security and Net Zero, and Lord Deben, former chair of the Climate Change Committee, have been subject to intense scrutiny and personal criticism. 

The narrative being spun? That clean energy policies are an economic burden. 

The facts refute this. The UK’s green economy has grown a robust 10% in one year (2023-24) and, as the recent report from CBI Economics and the Energy and Climate Intelligence Unit revealed, for every £1 of value it generates an additional £1.89 is created for the wider economy.

As well as being a climate imperative, it is evidenced that the net zero economy is an opportunity for long-term security, cost savings, and job creation. 

Across the Atlantic, Donald Trump’s return to the political stage signals fresh resistance to renewables. Trump’s well-documented opposition to wind energy—recently revived in claims that wind turbines “[are] ruining everything, killing all your birds, destroying the fields”—reflects an ongoing effort to frame renewables as an environmental and economic risk rather than a solution. 

Germany, once a world leader in wind energy, now faces its own ideological battle. The far-right Alternative für Deutschland (AfD) party has made opposition to wind power a core part of its political platform. Their rhetoric doesn’t just recycle debunked claims about wind turbines harming birds, causing illness, or damaging landscapes—it also strategically exploits rural frustrations about energy infrastructure, weaponising public sentiment against renewables. Polling second in the recent elections, the AfD is poised to gain ground, potentially becoming “sand in the gears” of Germany’s renewable energy transition. Even without outright control, their influence could force mainstream parties to slow down wind expansion, setting a dangerous precedent for other nations.

The Broader Impact: Renewables Need a Unified Response

These global trends—politicisation of clean energy, misinformation, and populist opposition—pose real risks to the renewable sector. They stall policy progress, fuel public scepticism, and deepen divisions between technologies that should be aligned.

Crucially, these examples highlight a concerning reality: public attitudes toward renewables are highly influenced by political narratives. Studies show that elite cues—statements from politicians, business leaders, and media figures—strongly shape public opinion. When leaders attack renewable energy, confidence erodes, reinforcing the need for a unified, credible industry voice.

The rise of NIMBYism and anti-wind campaigns demonstrates that renewables can no longer rely on logic and data alone to secure public and political support. Research from Yale’s Climate Change in the American Mind project shows that while overall acceptance of climate change has grown since 2010, belief in its human causes has stagnated—proving that opinion shifts are slow and complex.

Just as climate change beliefs are shaped by social, political, and psychological factors, so too are attitudes toward renewable technologies. 

To counteract misinformation and negative experiences, the renewable energy sector must proactively shape public perception with a unified message.

A divided sector—one where heat pumps are pitched against hydrogen, wind against solar, or EVs against synthetic fuels—only plays into the hands of those who want to stall the transition. The real battle isn’t between clean technologies; it’s between a sustainable future and the fossil fuel industry that profits from delaying it.

So, how does the industry fight back? And what role does marketing, communications, and unified advocacy play in making sure misinformation doesn’t win?

Let’s first take a look in more detail at the avoidable roadblocks we see in the industry. 

The Types of Failures Undermining Renewable Energy Adoption

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From rogue installers using the wrong components to short-term cost-cutting choices that ignore long-term value, these missteps fuel public scepticism and slow adoption. Here’s how these failures are playing out—and why they must be addressed.

1. Poor Installations & Technical Failures

Some of the loudest criticism of renewables comes not from sceptics but from frustrated adopters.

• Rogue or inexpert installers using incorrect parts, cutting corners, or failing to follow best practices have led to failures on commercial and end-user projects.
• Consumers burned by bad installations don’t just complain privately—they share their experiences publicly, fueling anti-renewable sentiment.

2. Community Resistance & Delays

• Large-scale renewable projects, especially onshore wind and solar farms, often face fierce local opposition.
• Miscommunication, a lack of community involvement, and misinformation spread by lobby groups and even the mainstream media can stall or even cancel projects. 

3. Short-Term Commercial Decision-Making

• Many businesses and developers are still prioritising short-term ROI over whole-life value, choosing cheaper but less effective technologies.
• This leads to underperformance, unexpected costs, and renewable solutions failing to deliver expected savings.
• Organisations invest in the upfront installation, but fail to consider system monitoring and ongoing optimisation as an important resource. 

The Renewable Energy Sector is Divided—And That’s a Big Problem

Not only are the above failures harming adoption, but renewable energy companies are often working against each other rather than presenting a united front.

• Tech Rivalries: Hydrogen vs. heat pumps. Solar vs. wind. Nuclear vs. renewables.
• Finger-Pointing: When one sub-sector fails, another is quick to highlight it, instead of supporting industry-wide success.

But who benefits from this division? The oil and gas industry.

With deep pockets, entrenched lobbying power, and a vested interest in keeping fossil fuels dominant, the fossil fuel sector thrives on renewable energy infighting. Every time the industry turns on itself, fossil fuels keep their seat at the table.

What Right Looks Like

We believe that there is great work happening: when we unify. 

The Great Grid Upgrade is a prime example of the power of industry-wide collaboration. With its unifying tagline ‘Plugging the whole country in’ the project led by the National Grid demonstrates how multiple stakeholders—including government bodies, grid operators, energy developers, and local communities—can work together effectively on the important mission to modernise and expand the UK’s electricity grid. 

How Marketing Can Drive a Unified Approach

Marketing isn’t just about promotion—it’s about shaping narratives, building trust, and fostering collaboration across the sector. Here's how a strategic, unified approach could help the industry turn division into momentum.

1. Uniting the Industry Narrative

The renewable energy sector must stop competing against itself and start competing against fossil fuels.

It is crucial that all technologies—whether wind, solar, heat pumps, or hydrogen—work together to push a cohesive narrative, rather than each vying for dominance. A unified message is essential in shaping public opinion. Through strategic marketing efforts, the industry can bridge the gap, ensuring that positive sentiment surrounding renewable energy outpaces the scepticism that often lingers. 

This desperate need for positive PR to counterbalance the disinformation and dollars (Big Oil’s trade groups have historically outspent clean energy organisations 27 to 1, pumping billions into ads and lobbying to keep fossil fuels flowing) is why our agency started our own PR project: Green Voice Alliance. 

2. Making the Business Case for Unity

A unified approach isn’t just good for the planet—it’s good for business. Stronger demand = more investment: a clear, compelling industry-wide message will drive higher adoption rates. 

Additionally, collaboration within the sector can help lower costs by reducing inefficiencies and preventing failures, as shared knowledge and best practices take root. A united front also enhances the industry's lobbying power, enabling greater influence over government policies and funding.  

3. Turning Idealism into Action

Aligning the renewable energy industry behind a common purpose is more than an ideal—it’s a necessity. By taking practical steps such as industry coalitions and marketing collaboration, we can shift the narrative, build trust, and accelerate adoption. But unity requires more than just shared intent—it demands action.

That’s where strategic marketing comes in. A coalition-driven approach to communication can compete with fossil fuel incumbents, counter misinformation, and create a stronger, more resilient renewable energy sector.

United for Renewables: A Coalition to Compete 

The renewable energy transition is inevitable—but its speed and success depend on how well the industry works together.

Marketing is not just about selling products; it’s about shaping perception and driving trust. A unified, strategic approach to renewable energy messaging will not only accelerate adoption but also prevent oil and gas from capitalising on division and doubt.

The question is: will the industry step up, align its messaging, and work together to achieve the net zero future we need?

The 7th Carbon Budget has set bold targets. The 2030 energy transition deadline is fast approaching. But if the sector remains divided, progress will stall. Fossil fuels win when renewables compete against each other instead of working together.

It’s time for a reset.

To this end, Wildtribe is launching ‘United for Renewables’—a campaign to unite clean energy businesses, amplify success stories, and strengthen the sector as a whole.

We’re calling on renewable energy businesses, industry leaders, stakeholders and marketing teams to join Wildtribe in reshaping the story of renewables.

Contact our team to share your insights on industry collaboration and contribute to our upcoming whitepaper on division in the sector and stay tuned for our short survey, coming soon. 

Together, we’re stronger. Together, we’re United for Renewables.

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