Why International Day of Clean Energy Needs Bold Action
Written by Tyrell Lisson, Managing Director at Big Red Oak
Every year, International Day of Clean Energy rolls around, and it’s a great time to celebrate progress and talk about the future. But here’s the thing: Awareness isn’t enough. Without bold action, all the speeches, hashtags, and headlines risk becoming just another feel-good moment that doesn’t lead to real change.
As a marketing agency rooted in the clean energy world, we’ve seen how powerful messaging can ignite action. But we’ve also seen how often clean energy campaigns miss the mark by only preaching to the choir. That’s the real challenge: How do we reach the skeptics, the uninformed and the indifferent?
Awareness Is a Starting Point, Not the Goal
Let’s be real—raising awareness is important. It helps lay the groundwork. But if that’s where the effort stops, we’re not moving the needle. People need to see how clean energy impacts their lives today, not as some abstract idea for the future.
Take this stat: A 2023 survey found that while 62% of Canadians support transitioning to clean energy, only 36% feel like they actually understand what that means. That’s a huge gap. Without clear education and tangible solutions, awareness turns into confusion, and confusion leads to inaction. This is where marketing can make a real difference.
How Marketing Drives Action
Clean energy doesn’t just need more advocates—it needs better storytellers. It needs campaigns that educate, inspire and connect. Here are a few ways we can make that happen:
Bust the Myths: A lot of people still believe outdated or incorrect ideas about clean energy, like nuclear being unsafe or renewables being unreliable. Simple, relatable content can break down these myths and build trust.
Make It Local: People care more when they see how clean energy impacts their own community. Highlighting success stories, like a wind farm powering a small town or a solar project cutting household energy bills, makes the message hit home.
Tell Human Stories: Data is useful, but stories are what stick. Sharing how clean energy is changing lives—whether it’s a worker in the industry or a family saving money—makes it personal and relatable.
From Awareness to Action
This International Day of Clean Energy, let’s ask ourselves: What are we actually trying to achieve? Awareness isn’t the end goal—it’s a stepping stone to action.
Here’s what that action looks like:
Push for Policy Change: Governments have the power to scale clean energy adoption, but they need pressure—and marketing can help drive that. Targeted campaigns aimed at policymakers can amplify urgency and highlight solutions.
Call On Businesses to Step Up: Companies have a massive role to play. By showcasing the benefits of clean energy, like cost savings or brand loyalty, we can nudge them toward sustainable practices.
Empower Individuals: People want to help but don’t always know how. Campaigns that offer clear, easy actions—like choosing green energy plans or upgrading to energy-efficient appliances—can make a big difference.
Canada’s Clean Energy Moment
Canada has everything it needs to lead the global clean energy movement: natural resources, innovative technologies, and a commitment to sustainability. But we’re not telling our story loud enough. The world needs to see what Canada is doing and how we’re paving the way for a cleaner future. That’s where marketing can step in to shine a light on our progress and vision.
A Challenge to Marketers
On this International Day of Clean Energy, let’s move beyond the feel-good posts and generic awareness campaigns. Let’s focus on creating content that drives action and builds trust. Clean energy marketing isn’t just about spreading information—it’s about inspiring a movement.