As Europe moves toward climate neutrality, Energy Efficiency Watch 5 (EEW5) shows that the success of the European Green Deal depends not only on policy design, but also on the perceptions and narratives that shape public support. Today’s public debate is dominated by concerns such as the cost of living, housing, and economic security. Past communication efforts have often struggled to link these everyday priorities to the solutions offered by the energy transition, leaving space for mistrust and political polarisation.
The EEW5 report highlights the main communication challenges and gaps, sets out guiding rules for building compelling narratives, and presents case studies to help local policymakers and transition actors tell the stories needed to advance Europe’s energy transition.
Understanding the challenge
What do people deem important?
For a narrative to resonate widely, it must speak to people’s real concerns, insecurities, and the issues dominating public debate. According to EEW5 new publication, topics related to the cost of living and housing account for one third of public discourse, while independence represents another quarter. In practice, nearly two-thirds of the discussion revolves around basic human needs: physiological needs like shelter, and safety needs such as resources, security, and employment.
Why have past narratives missed the mark?
Narratives have often struggled to be robust, meaningful, and accessible at the same time. Some challenges were external—for instance, the association of change with uncertainty, or the framing of climate action within cultural or political “wars.” Other weaknesses were self-inflicted: low social buy-in, mixing ethical and economic arguments, relying on one-size-fits-all messages, or overlooking the importance of meta-level communication.
These pitfalls prevented past narratives from building broad trust in the energy transition. The task now is to correct course and create new, resilient narratives that truly resonate with people.
A Practical Guide to Stronger Energy Transition Storytelling
Strong narratives are essential for effective policy implementation. But what makes a narrative work?
Showcase tangible success stories.
Concrete examples help elevate a narrative from general awareness to political motivation and action.
Recognise the importance of the right narrative.
Transformation—especially energy transformation—naturally creates uncertainty and a sense of lost control. This trust gap must be addressed. Communicators should highlight why the transition is necessary (e.g. safeguarding prosperity, competitiveness, and well-being) while also emphasising future opportunities. Change should never appear as “change for the sake of change”.
Do not overlook meta-level communication.
Transition narratives are often caught in cultural clashes and positioned against an idealised view of industrial society. To avoid being drawn into these conflicts, narratives must create the broadest possible buy-in. Where negative perceptions already exist, communicators should counter them by showcasing successes, involving people directly, and reconnecting with the issues that matter most in public debate.
Avoid mixing different types of arguments.
Economic arguments can be highly persuasive, but combining them with ethical arguments can reduce overall impact. Economic data and evidence must become mainstream so that stakeholders trust them. Clear narratives linked to competitiveness and innovation can mobilise investment and show that staying competitive requires transformation—and that narratives can guide this process.
Ensure narratives are broad and agile.
Given today’s fast-moving information environment, diverse stakeholders, and global volatility, narratives must adapt quickly to new contexts to remain relevant.
Know your target group.
Narratives should be easy to understand and address people’s real anxieties. They should explain how the transition will help people in their daily lives—not simply present the transition as an obligation.
Put people at the centre.
Let people follow and participate in the transition instead of hiding behind technical language and bureaucracy. Involve stakeholders in shaping their future, and build a broad network of allies who can showcase their role in the transformation.
Develop a stable framework.
Policies should be supported by a clear narrative strategy that sets the communication foundation while allowing for necessary adjustments.
Avoid a reactionary approach.
Start with a positive framing. Highlighting opportunities upfront helps create a strong foundation for the narrative. These opportunities require good storytelling and realistic expectations, but they can become powerful anchors in communication strategies.
Use a positive guiding principle.
Emphasise that successful transformations have already happened. Highlight positive future prospects.
Finding the Right Angle: Making Policies Relevant
For a narrative to resonate, it must connect to relevant public concerns. These concerns are not only useful entry points; they help capture and maintain attention.
For example, building renovation can be framed through the lens of housing costs, cost of living, or investment protection—key issues for individuals, especially as housing is often the largest investment of their lives. Addressing these concerns can motivate people to engage with the narrative.
Similarly, freedom and security can form compelling angles, drawing on issues such as energy prices and the desire for safety. Narratives that combine these themes with new technologies and the Clean Industrial Deal can present freedom, security, and transformation as mutually reinforcing.
Embedding a narrative in economic rationality can address topics like prices and opportunities, helping shift the debate away from ideological confrontation and towards evidence-based discussion.
Energy efficiency (EE) and renewable energy (RE) offer a powerful example. Despite their proven successes, public perception still lags behind…
Energy Efficiency Watch 5 delivers a clear reminder: the energy transition will move forward only as far as its narratives enable it to. Policies, technologies, and investments may set the direction, but they cannot succeed without public trust—and trust grows when communication speaks directly to people’s needs, concerns, and aspirations. By grounding messages in economic reality, highlighting tangible benefits, and placing people at the centre, policymakers can help shift the debate away from ideology and towards a shared vision for the future.
The task ahead is not only to correct past communication missteps, but to build adaptive and resilient narratives that link transformation with prosperity, security, and a better quality of life for all.
