Are we approaching energy communication backwards?

In this episode, Prof. Fridrik Larsen sits down with Dr. Kris De Meyer, Neuroscientist and Director of the UCL Climate Action Unit, to explore how the human brain responds to large-scale change in the energy sector.

While the technology and capital for a lower-carbon future are ready, progress is often slowed by resistance, misinformation, and polarised narratives. Dr. De Meyer explains why the traditional PR model of “changing minds to change behavior” often fails and why action-based storytelling may be the key to building acceptance.

They explore:

• Why our brains struggle to process rapid industry change
• Why actions often shape beliefs, not the other way around
• How persuasion can unintentionally fuel polarisation
• Practical ways to shift messaging from problems to progress

A fascinating discussion at the intersection of neuroscience, branding, and energy communication.