Smart Energy 2025 recap: marketing’s new role in the energy transition

Future Focus joined the Smart Energy Conference & Exhibition for the first-ever marketing and communications stream — a bold new addition to the 63-year-old industry event. The session marked a significant shift: positioning marketing not as an afterthought, but as a strategic force in accelerating smart energy adoption.

Speakers challenged the sector to rethink how it engages the public, moving beyond demographics to focus on behaviours, keeping messages simple, and communicating with authenticity and intent. There was a strong call to address misinformation, meet people where they are, and shape narratives that build trust across generations.

Carlos Jonmundsson, Sustainability Communications Director at Future Focus, joined the panel Tailoring MarComms for Multi-Generational Audiences to explore how smart energy campaigns can resonate across age groups — from Gen Z to boomers. The session focused on avoiding overcomplication and instead using strategies like progressive disclosure, channel-appropriate messaging, and creative testing to boost engagement and cut through message fatigue.

The message was clear: good marketing isn’t a nice-to-have. It’s essential infrastructure for the energy transition. We left energised by the clarity, urgency and creativity in the room — and excited to help shape a more connected, people-powered energy future.