Beyond the Buzzwords: What the Energy Transition Really Means for Business

The energy transition is often framed as a story about policy, technology or sustainability. But in boardrooms across the sector, the most urgent questions sound more like: "How do we stay competitive? How do we scale? How do we sell?"

At Wildtribe, we believe the energy transition is a commercial opportunity as much as a climate imperative. And organisations that understand their place in this shift - and position themselves clearly and credibly within it - will be the ones that lead.

So what does it actually mean to "navigate the energy transition"?

The Shift Is Real, and It's Commercial

Let’s start with the basics: the energy transition refers to the shift away from fossil fuels and towards a low-carbon energy system. But this isn’t just a change in technology — it’s a fundamental reshaping of who makes, distributes and consumes energy.

It’s an economic shift, too. According to the CBI, the UK's green economy is growing three times faster than the rest of the economy, contributing £83bn in Gross Value Added (GVA) and supporting nearly a million jobs.

That kind of momentum creates real market demand. But it also changes the expectations on your brand, your value proposition, your sales team, and your go-to-market strategy.

This Is Bigger Than Oil & Gas

Yes, oil and gas players are moving into low-carbon territory. But they’re not alone.

We’re seeing businesses from construction, software, infrastructure and industrial sectors all repositioning themselves in response to energy market pressures. The smartest companies are finding new ways to apply their expertise in renewables, storage, distributed energy, or sustainable infrastructure.

The transition is industry-wide and it's reshaping what buyers want to hear, and who they trust to deliver it.

New Thinking Required

Navigating the energy transition requires a different way of thinking.

Too many companies are stuck trying to apply old models of messaging and measurement to an entirely new market context. The energy transition is long-term, complex and often politically turbulent — and that can cause conflict between short-term results and long-term strategy.

What we need now is a shift from reactive, quarter-by-quarter thinking to strategic, customer-centric storytelling. Not vague sustainability claims, but credible commercial narratives that speak to where your market is right now.

And this isn’t just about public messaging, it affects:

• Who your customer is
• How they make buying decisions
• What problems they’re solving, and how your proposition fits in

Understanding Your Place in the Transition

Not every business is on the same part of the adoption curve. And that’s okay - as long as you know where you are and tailor your marketing accordingly.

Some businesses sit squarely in renewables. Others work across both fossil fuels and clean tech. Some are adjacent: helping deliver the infrastructure, financing or software needed to support low-carbon energy. Each one needs a different story.

Marketing that wins in this space is:

• Aligned with your business strategy
• Informed by your buyer’s maturity and decision journey
• Consistent, credible and value-driven across every channel

We often refer to Adele Revella’s Five Rings of Buying Insight to help define and segment target audiences:

1. Priority initiatives
2. Success factors
3. Perceived barriers
4. Decision criteria
5. Buyer’s journey

These aren’t static. They shift as technology adoption evolves, especially in markets like solar PV, heat pumps, energy storage, and clean mobility.

Capturing the Demand

The demand is there. You just need to position for it.

The energy transition isn’t a future trend: it’s happening now. Clean energy is powering homes, data centres, transport hubs and industrial facilities today.

Companies that stand out will be those who:

• Clearly articulate their value proposition in the context of energy system change
• Demonstrate market fit with precision and proof
• Build customer experiences that turn first-time buyers into long-term advocates

We see this every day: in partnerships, in channel marketing, in brand evolution, and in campaigns that actually convert. It’s not about marketing ‘fluff’. It’s about business clarity and commercial alignment.

Final Word: Update Your SOSTAC

Marketing strategy isn’t static, and in this market, it can’t afford to be.

Your SOSTAC (Situation, Objectives, Strategy, Tactics, Action, Control) framework should be refreshed at least every six months. Why? Because your competitors are evolving. Your buyer is more informed. Your market is moving.

Be the brand that leads with insight, delivers with credibility, and adapts with purpose.

Want more insights like this? Subscribe to the Wildtribe newsletter, The Buzz, for a regular dose of energy transition know-how.

‍