Without Social Trust, the Green Transition Stalls

The future of all communication is oriented toward the personalization of content, language and media, but when it comes to communicating about the energy transition, building the conversation between consumers, companies, public institutions and private entities is the first priority. The reason? The fact that the energy transition is a change that encompasses technology, the environment and society, the economy and the whole culture. Many stakeholders are involved, and many topics and fields are touched upon. "It is, in fact, a profound cultural transformation. It means rethinking our lifestyle," says Cristina Parenti, Bocconi alumna and Executive VP of Communication & External Relations at the Edison group. "When we talk about sustainable mobility, for example, the issue isn't just which means of transportation we choose, but how we rethink our habits, our lifestyle and our daily routines. It means asking ourselves whether we really need a car or whether we can walk, cycle or use public transportation." These daily choices are generating a new kind of awareness, according to Parenti. Younger generations have already made the cultural shift, but if everyone cultivates this mindset, the energy transition won't be seen as an obligation but will become a natural gesture.

There is a collective dimension for the energy transition to be achieved through decarbonization and the optimization of energy consumption...

Let's imagine an ecosystem of stakeholders in which everyone has different knowledge and needs. The variety and complexity of issues related to the ecological transition and, in particular, the need to foster ever greater awareness and knowledge among all stakeholders involved, highlight the strategic role of communication, which acts as a bridge between technological innovation and cultural evolution. To be effective, communication must translate complex concepts into clear and accessible messages, tell stories that demonstrate the concrete benefits the transition brings to people and communities, and ensure consistency between words and action.

How do digitalization and the proliferation of communication platforms help today?

Digitalization and the proliferation of platforms foster the production of customized content which is more effectively received, keeping in mind that it addresses both individuals and communities of people with similar lifestyles, interests and types of behavior. Engaging diverse stakeholders in communication means creating spaces for dialogue, as well as information. Communication must be an interactive and inclusive conversation. Furthermore, it must not be forgotten that knowing whether and to what extent communication is effective requires that it be measured. Analyzing social communities, engagement levels, sentiment studies and stakeholder perception surveys are essential. With this in mind, the Edison-CENSIS Observatory was established a few years ago to monitor the evolution of the awareness of the ecological transition among the Italian population.

Looking to the near future, what are the main challenges for communication?
The most significant challenges and critical issues are misinformation, polarized debate and the difficulty of maintaining a high level of societal attention on the same issue, which is complex and long term. For all these reasons, it is essential to build credibility and trust in public debate, which must be inclusive and continuative. However, perhaps the most fascinating challenge is to accompany people, who are more ecologically aware today than ever before, toward the adoption of a new worldview. Talking about the ecological transition is the most important opportunity to discover what it actually means.