As global efforts to mitigate climate change intensify, the urgency of transitioning to renewable energy is more pressing than ever. 

While technological innovations in solar, wind, and other clean energy sources play a critical role, the contribution of communication practitioners often overlookedis increasingly recognized as pivotal in shaping public awareness, influencing attitudes, and mobilising behavioural change at scale.

Global momentum 

According to the International Renewable Energy Agency (IRENA), the year 2024 saw a record-breaking addition of 585 gigawatts (GW) of renewable energy capacity—a 15.1% increase from the previous year. 

This surge brought the total global renewable capacity to 4,448 GW, with solar energy contributing the most at 452 GW, representing 42% of the global renewable mix. Despite this momentum, IRENA warns that current growth still falls short of the pathway required to triple renewable energy capacity by 2030, as agreed at COP28 in Dubai.

To meet that goal, the world must increase its renewable energy capacity by an average of 16.6% annually—a challenge that extends beyond technology into policy, finance, and most crucially, public engagement.

The power of communication 

Communication practitioners are uniquely positioned to bridge the gap between renewable energy policies and public understanding. 

Their role extends beyond media coverage; they translate complex technical content into accessible, relatable, and actionable narratives that can shift mindsets and foster acceptance.

“Without clear and strategic communication, even the most advanced renewable technologies risk being misunderstood or underutilized by the communities they are meant to serve,” notes IRENA’s 2023 World Energy Transitions Outlook.

In this context, organisations such as the African Centre for Media Excellence (ACME) have stepped up to enhance media capacity. 

ACME’s targeted training programs equip journalists, media professionals, and communications officers with tools to report on renewable energy in a way that centres human experiences, debunks misinformation, and advocates for inclusivity in energy access.

ACME’s training helps communication practitioners harness these tools for storytelling that resonate beyond headlines content that informs, engages, and inspires action. Photo / ACME

Storytelling as a catalyst for behaviour change

“Narratives shape perception and perception drives action,” says Esau Ng’umbi, Editorial Coordinator at Nukta Africa, where he oversees multimedia content production across platforms, including Jiko Point, a platform focused on clean cooking, food security, and gender inclusion.

Esau, who recently attended ACME’s training on energy reporting, explains how the experience deepened his understanding of strategic communication as a driver for social behaviour change.

“ACME’s training emphasized storytelling as a tool to connect renewable energy adoption with everyday struggles and solutions within communities. It helped me tell stories that are not just informative—but transformative,” Esau shared.

Similarly, Ziada Kassim, Communication and Media Officer at Green Conservers, noted that the training enhanced her ability to articulate the links between renewable energy and climate resilience, especially in underserved communities.

“After this impactful training, I feel empowered to use these skills especially in my work with grassroots communities to craft messages that are relatable, inspire behavior change, and promote local engagement.

I will use what I’ve learned to support youth and women in climate justice, ensuring their voices are heard through powerful, community-based communication skills,” she said.

Strategic engagement

Beyond storytelling, ACME’s approach underscores the need for strategic partnerships with media houses, civil society organisations, and community leaders to amplify messages and localise impact. 

This aligns with findings from the United Nations Environment Programme (UNEP), which highlight that community-based communication strategies are essential to drive renewable energy adoption in Sub-Saharan Africa.

In a rapidly digitising world, multimedia content especially social media posts, infographics, podcasts, and short videos play a key role in reaching younger audiences and promoting dialogue.

ACME’s training helps communication practitioners harness these tools for storytelling that resonate beyond headlines content that informs, engages, and inspires action.

Why it matters now

The energy transition is not just a technical shift, it is a social transformation. To achieve universal energy access, fight misinformation, and ensure just and inclusive transitions, communication must be at the heart of the strategy.

As the world races toward the 2030 clean energy goals, communication practitioners must be seen not as side players, but as strategic drivers of the energy transition.

Through compelling storytelling, digital engagement, and community-centred narratives, they have the power to change hearts, shift behaviour, and move societies toward a sustainable, low-carbon future.