The world doesn’t need more green noise. It needs credible, honest stories—and experts to make them matter. As investments in renewable energies grow, cleantech companies must prove real impact with human stories and the right partners at their side to make the difference
Author: Gabriel Wong & Wibke Sonderkamp, Cleantech Experts of the GlobalCom PR Network
The trust deficit
Cleantech and renewable energy are at a pivotal moment. While investment remains strong in some sectors, 2024 and 2025 have brought a new reality. Trade restrictions in the United States and China have impacted solar photovoltaic panel manufacturers who have had to pivot their manufacturing facilities out of China. Investment capital that supported clean hydrogen startups and companies in product development and market entry started to evaporate along with global capital markets who were struggling with investing in a technology that was finding its feet in the global energy mix. The high cost and constraints in the global supply chain had also started to drive up project development costs for utility-scale projects as components, equipment and labor costs increased resulting in a slowdown of planned projects in some markets.
What the broader economic developments have done globally in the cleantech and renewables industry is to put a lens on the reputation of the industry and communications leaders increasingly have to justify the relevance, momentum and potential of their cleantech businesses.
Insights from a global experts network
At the recent GlobalCom PR Network global summit in Tuscany, keynote presenters set the tone for the sector’s reality and its potential. The panel highlighted the intense scrutiny cleantech companies face—from investors demanding measurable ESG frameworks when it comes to supply chains, journalists calling for credible, data-driven stories to policy-makers expecting developers to support local communities who are navigating the complexity of the energy transition as new utility-scale projects are being built.
The discussion underscored that the market’s most pressing issue and that was managing a company’s reputation with a clearly articulated strategy and working with local experts who can bring their experience in storytelling, corporate communications, issues and crisis communications and government relations to build a compelling narrative on cleantech.
Panellists emphasized that clients are looking for agencies who can build trust through transparency, position their leaders as credible voices, and take a proactive approach to turn policy changes into media wins.
“Journalists are interested in climate-related and cleantech topics but they need to be credible, data-driven, nuanced stories—surface-level green talk is quickly dismissed.”
From hype to solid proof
The cleantech narrative is maturing around the world. Where once the sector was defined by bold visions and future potential, today’s investors, media, government and policymakers are focused on tangible results. Global regulations, equipment and safety standards in the EU, US, and Asia Pacific require companies, industry association and communications agencies to work together collectively to address concerns and issues. This requires companies to invest in reputation management, issues and crisis communications to ensure they stay ahead of any policy or technological changes that could have significant impact on their businesses.
ESG: Not just lip gloss but the backbone of a company’s strategy
ESG is no longer a checkbox anymore and this has to be fully integrated into a company’s strategy as part of its commitment to key milestones that it intends to meet. Flowing through this, ESG becomes the backbone of brand, investor, partner, customer to employee communications. The most effective marketing and communications have moved beyond siloed media releases and one-off campaigns towards demonstrating how ESG is integrated into every layer of the company’s strategy and culture.
Great communications teams are working directly with C-suites, sustainability leads, and engineers to create real-world narratives that resonate with policymakers, journalists, and local communities. They work on integrated messaging, aligning brand, investor relations, internal culture, and HR. No fluff. No false promises or half-baked truths.
Local stories, global stakes
This is a global industry, but every market has its own regulations, media landscape, and public expectations. Success means translating global ambition into local relevance—without losing sight of the bigger picture. As governments roll out new clean energy initiatives and funding programs, communicators must stay nimble, turning policy changes into media opportunities and helping their companies navigate rich issues and shifting regulatory landscapes. The ability to localize global stories is now a key differentiator for PR & communication experts.
“Brands that know how to localize global energy and innovation stories will reach their audiences.”
The demand for authenticity and accountability has never been higher. Cleantech Industry stakeholders want to see more than just positive headlines—they want to understand the tangible benefits, the setbacks, and the lessons learned. Building trust means communicating with depth, and positioning C-suite leaders as credible thought leaders.
“We play a vital role in communicating deeper than talking about green and clean on the surface.”
From vision to impact
Recent client work across the GlobalCom network shows the power of strategic, authentic communications. Launching one of Eku Energy’s first utility-scale Battery Energy Storage Systems (BESS) located on the site of a former coal-fired power station in Australia required more than a press release and some media outreach. The project for the global energy storage developer demanded unified partner messaging, government and stakeholder relations, risk and issues management, industry event, content and digital media storytelling. The result? Over 105 media stories reaching 5.4 million people, with stakeholder engagement at the core.
Similarly, supporting Trinasolar’s communications in Europe and South East Asia meant moving beyond solar panels to integrated energy and storage solutions. Success hinged on an experienced European team, unified messaging with local angles and execution, as well as a focus on thought leadership and expert positioning. The result: excellent share of voice in a competitive market and clear, credible positioning.
Taking data and human stories to the next level
As cleantech matures, communications professionals are looking to partner with agencies that understand ESG reporting, issues and crisis communications, government relations, energy policy, regulations and the technology that supports the energy transition.
“Companies expect agency partners who understand ESG, issues and crisis comms, policy, regulation and the value of storytelling with a human heart.”
The future of cleantech PR is a blend of analytics and empathy. AI and data will help measure impact and target messages, but the fundamentals remain: clarity, human centricity, honesty, and relevance. The best stories connect at a human level, and credibility is built through consistent, transparent communication.
Ready to raise the bar?
The brands who will win the cleantech and clean energy transition will be those who prioritize transparency, invest in integrated and localized storytelling, and build trust by owning both successes and setbacks. The world doesn’t need more green noise. It needs credible honest stories—and the experts to make them matter.
Are you ready to challenge the status quo, and make your cleantech story the one that leads?
Reach out, and let’s shape your future together.
