The two Cs of how to talk about clean energy in the time of economic crises, climate crisis and energy uncertainty



Recognising the effect the pandemic has had not just on the national and global economic system but on society and individuals and their sense of security and safety as well as the  decisions they make as consumers and as members of the communities,

Furthermore being aware that due to the events in the last three years there is much more uncertainty,  which makes individuals, as well as governments more conservative in planning for their immediate future and less likely to test or adopt new solutions

Keeping in mind that in the time of economic crises, climate crisis and energy uncertainty there is a need to be very flexible in planning future consumption and strategies of living, yet those are the times when we have the least capacity for flexibility,

Knowing that the fear can and is abused for generating capital (whether financial or political) as well as the impact fear has on making rational decisions, 

Understanding that  the values that are prioritized change in a time of crisis, immediate safety and (financial) security very quickly push long term values such as fighting climate crisis or care for the environment aside,

Noticing that many experts are struggling with how to address the fears and uncertainties around energy usage resulting in either continuing business as usual in clean energy advocacy and lobbying or withdrawing and deciding this is not the right time to push for clean energy and environment and stopping climate change as absolute priorities,

… we are coming together as Social impact Experts in order to start a conversation about framing and positioning in the clean energy discourse.


As experts we contribute to the framing of a topic, to the rules of how we will talk about a certain issue, such as the energy future. With any power comes responsibility, and at this moment in time we have to reexamine ours. Thus as experts in the field of social responsibility we have created a short check-list for making sure that you pass on your message in a responsible and emphatic way. It is necessary to understand and accept the responsibility for short and long term consequences of how and what we communicate


  • Say what you know (ie science and data) 
  • Say what you don’t know right now (science, data) 
  • Be clear about the difference of the two
  • If you enjoy discussing various apocalyptic scenarios, make sure the timing and the audience for that is right. Hint: “now” and “general public”  are not the right choices:), These discussions are great over a drink with fellow colleagues that you know well enough to know it is just an intellectual activity for them and will not cause them any sleepless nights or anxiety.


  • Provide acknowledgment for the fear that people are experiencing, ignoring it or trying to negate it will only make it more acute
  • Do not generalize, try to give information for those that would be qualified as being in the energy poverty category as well as those rethinking of buying a new Tesla or e-vehicle, make sure you specify who you are addressing with each point you make
  • Check your privilege, and try to think about different people that will read/listen to what you are saying, what their realities, fears, hopes etc might be. Do not say “I understand how you feel”, rather hear people and say “I hear you” 


  • Take a minute to think about what people are afraid of and how you can help them manage that fear. Toxic positivity doesn’t help, do not say “everything will be ok” be frank but be emphatic too
  • Ask for approval before release of any interview or text making sure that the title is not bombastic/clickbait or something that only adds to anxiety, remember anxiety and fear sells and most people only read the headlines.
  • Give priority to the functional goals of communication – ie what do people need to know now to make decisions? How justified are their fears? If they are justified, try and offer recommendations on how to act. If they are not that justified try and make them understand that. Talk about what is useful to them, not what is fun or interesting to you or those asking you to speak as your greatest responsibility is to those you are addressing

Last but not least, take care of yourself and if you can, take care of others..for what are we as humans if we are not there for each other?

Dear reader, The CONTEXT and the CHECKLIST was written by Impact House, if you need support in implementing it or have anything to add we would love to talk to you! at