If I asked you whether you trust me, you’d probably say yes.
But would you trust me to perform open-heart surgery? Of course not!
Trust isn’t automatic. It’s earned, tested, and too often broken. It depends on many previous circumstances.
Yet, when it comes to policy or energy, trust is rarely a priority.
A few days ago, a cab driver even told me that the EU project was “pure evil”.
People see confusing tariffs policies and decisions made behind closed doors. They hear about AI, automation, and smart grids. They see higher bills—but they don’t know who benefits or who’s in control.
I’ve tackled this issue from both sides recently—once as a guest on Decisions Now by Evalueserve, discussing AI, energy fairness, and the illusion of consumer control with Erin Pearson , and once as the host on my Energ’ Ethic Podcast where I spoke with Rune Kirt about how visualizing energy projects can transform public acceptance.
And here’s what I keep coming back to: People don’t trust what they can’t see, don’t understand, or don’t have a say in.
So, we’re asking people to believe in a present or a future that, for many, still feels distant and abstract.
People reject what they don’t understand.
Picture a wind farm. Maybe you’ve driven past one on the highway. Maybe you’ve stood next to a towering turbine and felt the hum of its power.
Now imagine you live near a proposed site for one. You don’t see energy security or emissions reductions. You see change—and change is unsettling when you can’t visualize what it means for your daily life.
I spoke with Rune Kirt on my Energ’Ethic podcast about why people push back against clean energy projects—not because they’re against sustainability, but because they don’t feel included in the process. Rune is an industrial designer who helps policymakers and innovators translate complex, technical ideas into clear, visual narratives.
And here’s what I took away from that conversation:
The energy transition is failing on storytelling.
We show communities spreadsheets and environmental reports when what they need is a clear, tangible picture of how their world will change.
Because when people don’t understand something, they resist it.
The Danger of weaponising clean energy
As the energy transition accelerates, some politicians have turned the EU, and renewable energy into scapegoats, blaming “Brussels”, wind and solar for rising costs or energy instability. The truth? We need more clean energy, not less. We need more Europe, not less—it is a matter of survival.
Delaying or obstructing the transition only prolongs dependence on volatile fossil fuel markets, deepens energy insecurity, and worsens the climate crisis. The real issue is not renewable energy itself, but the failure to communicate its benefits clearly and counter disinformation effectively.
This is why narrative matters. Clean energy cannot afford to be an abstract concept—it must be seen, understood, and fought for.
If we want the energy transition to succeed, we need to change the way we talk about it.
AI, Smart Grids, and the Illusion of Control.
In another conversation—this time as a guest on Decisions Now—I tackled a different trust issue: the growing role of AI in energy.
Smart meters, AI-powered demand response, automated energy trading—these are being sold as tools of consumer empowerment.
But empowerment isn’t just about technology. It’s about agency.
– Who decides how your energy data is used?
– Who benefits from AI-driven efficiency?
– Who ensures that automation doesn’t leave vulnerable consumers behind?
Right now, those answers are unclear. And when people feel like they have no control over how decisions affect them, trust erodes.
Yet, trust is in the eye of the beholder.
Four pillars of a trustworthy energy transition
So, how do we fix this?
Trust in energy and trust in Europe will not be restored overnight, but there are clear steps that companies and policymakers can take to move in the right direction.
1 – Empathy – Stop treating people like data points. Understand their realities. Real consumer engagement means recognizing the different ways people experience energy—whether they are struggling to afford their bills, trying to navigate the switch to renewables, or living in areas where energy access is still unreliable. Making the Invisible Visible—through renderings, interactive models, and participatory design—can transform resistance into engagement.
2 – Accountability – Own your decisions. When mistakes happen, transparency should not be an afterthought. Energy companies need to shift from a compliance-driven mindset (doing the bare minimum to follow regulations) to one that actively prioritizes trust and fairness. If AI and automation are shaping the future of energy, then people deserve a clear say in how they work. Data ownership, fair algorithms, and regulatory oversight must be non-negotiable.
3 – Participation – People need a seat at the table, not just a dashboard to track their consumption. The energy transition should not be something that happens to people—it should be something they are actively involved in shaping. This means ensuring that public participation is not just symbolic but has real influence over decisions that affect people’s lives. Co-ownership models, citizen-led planning, and transparent decision-making matter.
4 – Joy, or Beauty in its purest form – because that’s the best remedy against apathy, inaction, and gloomy narratives. Joy makes us human; joy is formed by empathy, and we need more of it. The fact that an EU initiative is putting “Beauty” at its core makes me hopeful.
Energy is about People.
The biggest mistake we can make is thinking Europe is about regulations and the energy transition is just about kilowatts, AI, and policy.
Energy is about trust, participation, and perception.
Because at the end of the day, the energy system doesn’t just power our homes. It powers our lives.
🎙️ Listen to my conversation with Rune Kirt on Energ’Ethic: https://smartlink.ausha.co/energ-ethic-climate-justice-and-energy-transition/67-seeing-is-believing-visual-storytelling-for-the-energy-transition-with-rune-kirt
🎙️ Hear my take on AI and trust in energy on Decisions Now:
