The energy transition is also a communication problem.

We have wind turbines, solar panels, and heat pumps. What we lack: people who can explain to residents, administrators, and stakeholders why all of this is necessary, what it means for them, and how they themselves can influence it. That is the communication problem of the energy transition.

Imagine this: a grid operator announces that a neighborhood is switching to a district heating network. Technically, the plan is solid. The permits are in order. The contractor is ready. But no communications advisor is involved to translate the message to the people involved. There is no participation process that makes residents feel heard. No stakeholder strategy that guides local residents, politicians, and the press in the right direction. The result: resistance and delays, sometimes lasting for years. Not because the plan was bad, but because the communication failed.

The task is great, time is short.

In 2024, renewable energy accounted for 19,8 percent of total energy consumption in the Netherlands ( source: CBS ). That is good, but the statutory climate target is a 55 percent emission reduction by 2030. According to the 2025 Climate and Energy Outlook, the expected path lies at 45 to 53 percent ( source: PBL ). The gap is not small, and time is limited.

At the same time, the power grid is at full capacity. Grid congestion forces organizations to adjust or freeze their sustainability plans. And then there is the staffing issue: Netbeheer Nederland reports a shortage of 30.000 technicians by 2030 ( source: Netbeheer Nederland ).

The pressure is enormous. And that pressure makes good communication no less urgent, but actually more so.

Why this is a communication issue

Grid congestion, energy flexibility, heat transitions, SDE++ subsidies, environmental visions: these are not concepts you can simply explain in a message. But the people who are most affected by them, such as residents, SMEs, and local administrators, are rarely technicians. They need clear language.

The communications professional plays a crucial role in this. A strategic partner who maps out the environment in advance, tailors the message to the target audience, and organizes the conversation.

A sector fighting for communication talent

This talent shortage in this sector also affects the communication side. Roles such as Energy Transition Communications Advisor, Stakeholder Manager, and Senior Communications Advisor remain open on a structural basis. While organizations compete for the same scarce professionals, there is much to be gained from the employer narrative.

Anyone who wants communication professionals to choose their organization must be a good communicator themselves. That sounds obvious, but in practice, employer branding and labor market communication often lag behind. Yet it is precisely the combination of societal relevance and substantive challenge—working on something that truly matters—that yields a strong story.

How to strengthen communication power: 4 steps

1. Map out the communication needs before a project starts. Who are your target groups? What do they already know? What do they fear? An environmental analysis beforehand prevents crisis management after the fact.
2. Bring communication to the table with project management. Not as an executor of decisions that have already been made, but as an advisor who contributes ideas regarding phasing, timing, and message.
3. Invest in professionals who can switch gears quickly. The energy transition calls for people who review a technical dossier today and facilitate a residents' evening tomorrow.
4. Measure the effect of your communication. Not only reach, but also understanding and sentiment. Do stakeholders know what is going on? Do residents feel heard? These questions are at least as relevant as the number of views on a news item.

The right people make the difference

A strong communication strategy stands or falls with the people who execute it. Communication professionals who can translate complex subject matter, who can build and maintain support, and who understand how the energy sector works. That combination is rare, but not impossible to find.

Babbage helps organizations in energy and sustainability find the right communication and marketing professionals: temporarily if that fits, permanently if that is better, or as project-based support at a strategic level.

Curious what Babbage can do for your organization? Contact us without obligation . We are happy to brainstorm with you.