All Energy 2025: The power of storytelling in the UK’s energy transition

By Louise McLeod, Senior Account Director, Energy & Industrials

This blog explores how storytelling can transform complex energy narratives into relatable messages, fostering trust and accelerating progress towards energy transition goals. 

Attending All-Energy 2025 in Glasgow was a powerful reminder for me: the UK’s energy transition isn’t only an engineering and financial challenge – it’s a communications one. 

It’s not just about building infrastructure. It’s rewiring a country. And to do that, we need to explain what we’re doing, why it matters and who it’s for. 

A multigenerational perspective 

ScottishPower’s CEO Keith Anderson opened his keynote with a powerful story: the dismantling of the G-Route, a transmission line built in 1929 by engineers in flat caps with cigarettes hanging from their mouths. At the time, only 6% of UK homes had electricity. 

That story did more than paint a picture for me. It grounded the audience in the scale of the task ahead. A reminder that infrastructure decisions made nearly 100 years ago are still shaping the energy system today, and the choices we make now will echo for generations. 

That’s the power of storytelling. It brings meaning to megawatts and turns complexity into clarity. It also gives businesses a tool to connect their value to real-world impact. 

Cut through the noise 

Anderson, like many at the event, called for stability: stable policy, consistent messaging and clear roadmaps from the government. With £24bn earmarked for renewable investment, ScottishPower is betting big on the UK’s energy transition ambition. But bold investments need confident communications to match. 

And as AR7 looms and pressure builds across the supply chain, the sector can’t afford to be vague. That’s where storytelling has a critical role to play, turning ambition into action through sharp, strategic communication that builds trust and accelerates decisions. 

Why storytelling matters  

In today’s competitive energy landscape, there are many businesses with similar party lines.  

Net zero. Clean growth. Grid stability.  

To stand out, brands need a voice and a point of view. 

A story that connects with investors, customers and policymakers. One that makes them care. 

Why? 

• Clarity: Stories turn the technical into the tangible, cutting through jargon and engaging your audience. 

• Influence: A strong narrative can showcase opportunities, shape perceptions and win hearts and minds. 

• Trust: Transparent, data-backed storytelling grounded in the real world builds credibility, giving investors confidence in your mission and business model. 

Build with purpose. Communicate with impact. 

The UK’s energy transition depends on infrastructure, innovation and imagination. What the sector is building today will shape homes, communities and economies for decades to come. 

But people need to understand it and believe in it to support it. That starts with the stories we choose to tell. 

If you’re exploring how storytelling can amplify your communications and sharpen your brand’s impact in the energy sector, contact our specialist sector team.  

Key takeaways 

Why is carefully crafted communication crucial for the UK’s energy transition? 

Communication shapes perception and acceptance. Without clear messaging, even the most advanced infrastructure projects may face misunderstanding. 

How does storytelling enhance energy sector communications? 

Storytelling simplifies complex information, making it relatable and engaging, thereby building trust and encouraging stakeholder support. 

What role does storytelling play in building trust? 

Transparent, data-backed narratives grounded in real-world contexts foster credibility, giving investors and clients confidence in your offering.