The energy transition has an image problem. Of course, this shouldn’t be a surprise to readers of this publication.
Some of the image problem is inherited. For decades, the least sustainable actors in the energy sector have invested millions to greenwash their reputations. They continue to do so today, often inserting themselves into the energy transition conversation as if they’re actual players. Headlines, adverts, and social media are full of gas, coal, and petrochemical companies latching onto net-zero language. While some may be honestly transitioning, most messages serve to muddy the waters of public understanding.
Other elements of the image problem are self-inflicted. The energy transition is hardly a simple thing. Yet, we often mistakenly assume outsiders are as versed as insiders with jargon, numbers, and progress. Even worse, we may think they care as much as we do. Rather than taking them along on the journey, we take them for granted and lose them along the way.
Still further, there are geopolitical and economic pressures even the most-seasoned public relations’ strategist would have a hard time combatting. It seems like most governments around the world have essentially washed their hands of truly helping build a sustainable future. The Climate Action Tracker has found there are currently zero countries on track to meet their Paris Climate commitments. Environmental, Social and Corporate Governance (ESG) rollbacks, interstate conflicts, and cost-of-living uncertainties are pushing all manner of sustainability issues to the bottom of the pile.
If this is the unfortunate lay of the land, savvy readers should be asking what is to be done. Wagging our fingers at self-interested dinosaurs, or waiting for regulators to come after them, has proven quite futile. Trying to meaningfully respond to rapidly shifting external movements has become more crystal ball than 50-year plan. So, that leaves the onus of responsibility on the organisations and individuals leading the transition.
To combat the energy transition’s image problem will require one not-so-simple fix from you all: radical transparency.
Like a Baptist preacher, I spread the good word of radical transparency wherever I go. It’s my default networking conversation starter. Clients have gotten sick of me talking about it. Packed conference halls can bet that when I step up to the stage, it’ll be part of my presentation. Each and every time, however, the response is the same: blank stares. Gasps. Clutched pearls.
“There’s no way he’s serious,” I hear them whisper. “That’ll never happen in my organisation! It’s hard enough getting marketing copy approved, let alone throwing the doors wide open on our whole business.” Attempting to convince big, bureaucratic institutions to embrace radical transparency has never been an easy lift. How would they even go about starting? What types of risk would this present? Who’s going to be on the chopping block when all the secrets come out?
Radical transparency is critical for both reputation and risk management. Given volatility in the markets, and growing aggression towards anything green, leaders may be tempted to stay in the shadows. Perpetuating this environment of greenhushing may seem the sensible strategic move. Nothing could be further from the truth.
That’s because the energy sector is already starting with that tarnished reputation from greenwashers. Inherent mistrust impacts even the most sustainable actors, meaning concerned activists, media, and the public are looking to critique more than support. That makes controlling your narrative in a transparent and authentic way so important. Putting all your cards on the table, both good and bad, quells opportunity for a gotcha moment. Remember, nobody is expecting perfection. They just don’t want to be lied to.
Thus, radical transparency can pull you out from the orbit of the unsustainable. Fully documenting your journey, in a way that truly resonates with stakeholders, rectifies much of those self-inflicted problems as well. Finally, radical transparency steels the movement against the winds of geopolitical change. It demonstrates commitment to the long-term vision building a more sustainable future requires.
If you want to see how radical transparency can change an image problem, look no further than Australia’s original steel city. Recently, I spoke at the inaugural TEDx Wollongong. My talk centred on how a healthy mix of radical transparency and pragmatic altruism has helped the city transition away from steel, coal, and other fossil fuel-based industries towards green innovation set to lead the world. In so doing, Wollongong has turned its historical reputation as a bastion of pollution on its head.
In Wollongong, as it is with the energy transition writ large, our goal should always be meaningful progress. We gauge that progress by whether we’re moving the needle in the right direction. This might not be enough for some people, but it’s squarely the reality we have to operate within. Pretending we can flip a switch, or painting public perception through rose-coloured glasses, does nobody any favours.
A genuine purpose-driven transition requires alignment between stated values and operational practices. This means making trade-offs that prioritise purpose over short-term profits, maintaining consistency across all business activities, and accepting accountability when practices don't match principles. While it won’t happen overnight, genuinely embracing radical transparency as a mantra remains key to defending against, and overcoming, the reputational risks facing the energy transition.