Trust is moving to the top of the agenda in the energy sector and we can expect to hear a lot more about it in the months ahead.
There is absolutely no doubt that the transformation of our energy system is powering towards its low-carbon destination, but there is still much to do if we are to construct the energy infrastructure we need to keep the lights on with secure, sustainable, and affordable energy supplies.
Energy is something most people take for granted in the UK – hardly surprising in a country where power cuts are a rarity and energy is readily available at the flick of a switch. But behind the scenes huge changes are taking place. New sources of generation are being built and much of the grid is being restructured to power Britain’s future.
If the energy industry wants to maintain consumer trust then we need to communicate these changes honestly and in innovative ways.
That means talking about costs. Replacing a substantial proportion of your energy infrastructure is an unavoidably expensive exercise and there is no point pretending otherwise. Securing the right generation mix for the next few decades will impact consumers. If we aspire to be trusted, we need to explain what we are building, how it will be paid for and why it’s the right option for the UK.
We certainly have a job to do in the renewables sector where public perception is lagging behind reality.
Electricity generated from renewable sources accounted for 15 per cent of total UK electricity generation last year, up 30 per cent on the previous year. No wonder energy secretary Ed Davey said recently: “Having a strong UK renewable sector helps to reduce our foreign imports of energy, improving our energy security, as well as helping us tackle climate change and creating new hi-tech green jobs. A green energy future that once seemed impossible for Britain is fast becoming a reality.”
My own business is the market leader in offshore wind generation and we operate in a sector with a great story to tell.
But how many people are aware that the UK is the global leader in offshore wind technology, with more installed capacity than the rest of the world combined? Or that our offshore windfarms can power over two million UK homes, and 18,300 jobs are directly or indirectly supported by offshore wind here?
With the UK boasting Europe’s longest coastline and best offshore wind conditions, we shouldn’t be too surprised. But we can’t expect these facts to permeate by osmosis
At Dong Energy we are proactively selling the UK’s offshore wind success story through a new campaign called Offshore Wind Works. The campaign will launch shortly and you’ll catch it in national newspapers, online or on posters while you stand on the platform of a London tube station.
The campaign will encourage people to visit a microsite, which is all about sharing offshore wind facts and debunking a few persistent myths along the way.
It’s a small step, but I sincerely hope that others will follow our lead. Trust has to be earned, but it all starts with communication.
Brent Cheshire, country chairman, Dong Energy