Cleantech PowerPoints inevitably have colorful charts projecting mind-boggling leaps in the use of solar, wind, biomass, hydro, etc. Most of the time the data comes from the Energy Information Administration – a sturdy friend to the cleantech marketer – but another rich source is the BP Energy Outlook. I was looking through the 2030 projections and wanted to share my reactions through the lens of PR:
- If your messaging doesn’t include emerging markets, it should. Global energy use will grow nearly 40% over the next twenty years, with 93% of the growth coming from non-OECD (Organisation of Economic Co-operation and Development) countries.
- Biofuels isn’t a four-letter word. It’s okay to be proud of biofuels again. As the report says, “biofuels production is expected to reach 6.7 millions of barrels per day (mmbpd) by 2030 from 1.8 mmbpd in 2010 and will contribute 125% of net non-OPEC supply growth over the next 20 years.”
- Renewables have new clout. Companies in this sector should speak about themselves with a heightened sense of authority. “Non-fossil fuels (nuclear, hydro and renewables) are together expected to be the biggest source of growth for the first time. Between 2010 to 2030 the contribution to energy growth of renewables (solar, wind, geothermal and biofuels) is seen to increase from 5% to 18%.”
- Your communications strategy should be cognizant of natural gas dynamics. It is projected to be the fastest growing fossil fuel.
- “Climate Change” is not a scientific ruse but a C-Suite concern for all companies, even traditional energy firms. Communicators need not apologize or stand back from using the term. As Group Chief Executive Bob Dudley says in the report, “I believe one of our responsibilities is to share the information we have, to inform the debate on energy, and now on climate change.”