Reflections from Net Zero Innovators 2025: Telling the Story Behind the Tech
At BrandHouzz, we work closely with companies at the forefront of the energy transition. So, when we attended the Net Zero Innovators Conference in Aberdeen, not only were we excited to learn about the emerging technologies, but we were also eager to listen. To tune into how the sector is communicating its work, how stories are being shared, and how that’s impacting reputation, reach and credibility.
The event brought together start-ups, scaleups, and industry leaders working across the energy system to share progress, discuss challenges, and explore the path to net zero.
It’s clear that no matter the stage of innovation, from early startup to emerging scaleup – the ability to clearly articulate your message and tell a compelling story is essential.
Across the day, it became increasingly clear that storytelling is not an optional extra. It’s a strategic necessity – for building credibility, gaining support, and bringing new ideas to market.
The innovation is there. The challenge is connection
There’s no shortage of innovation or opportunity in this sector. From hydrogen and CCUS to grid storage, renewables, methane capture, and industrial decarbonisation, the pace of development is accelerating.
The technologies being developed aren’t just ideas on paper – they’re real, viable solutions designed to drive decarbonisation and accelerate the journey to net zero.
But what did come to light throughout panel discussions, was that innovators are increasingly being pulled from developing the tech to navigating the value chain – understanding market dynamics, procurement expectations and partnership pathways.
It’s a necessary shift – but not an easy one – and many need support in this area, just to be able to refocus on what they do best: building the tech that drives change.
And that’s where strong, strategic messaging becomes more than communication – it becomes a critical enabler of progress.
From problem to proof: the story has to start with the why
Another key theme echoed throughout the conference was that for innovation to resonate, it must begin with a clear and defined industry problem.
It’s not uncommon to see start-ups begin with a product and then look for a market. But the technologies that make the biggest impact are those built to solve a known, pressing challenge.
To communicate that effectively, innovators need:
A solid innovation hypothesis
A deep understanding of the pain points they’re addressing
A compelling narrative that connects the two
This clarity forms the foundation for credibility. It helps align internal teams, engage external stakeholders, and accelerate the path from concept to commercialisation.
Getting the metal wet: pilots as proof points
Piloting is a necessary part of the journey – but as we heard on the panel, “getting the metal wet” doesn’t guarantee that everything will work first time. And that’s okay.
Piloting is about progress, not perfection. It offers an opportunity to:
Test technology in real-world settings
Gather valuable data and insight
Build evidence and case studies that prove potential
This evidence then becomes fuel for the story – proof points that show how a solution performs, adapts, and improves in practice. Sharing this narrative clearly and confidently is essential to build the trust needed to move from pilot to scale.
The next big leap: moving from pilot to scale
While pilots are essential for generating insight and building early-stage credibility, the real challenge for many innovators is what comes next – moving from a successful trial to scaled, commercial deployment.
This transition is where many promising solutions stall. It requires not just technical readiness, but a robust, well-communicated value proposition that speaks to a wider set of stakeholders – from commercial buyers and project leads to partners and policymakers.
Piloting is the stepping stone, not the destination.
Strategic storytelling plays a critical role here, helping to translate the outcomes of a pilot into a convincing case for wider adoption. It connects the dots between results, relevance, and readiness – so the market can clearly see where and how a solution fits at scale.
Clear messaging opens doors
One of the consistent challenges we heard from startups was just how difficult it is to reach the right people – talking to customers, and getting a message to land, is no easy task.
Energy innovation is complex. Explaining it in a way that resonates across a range of audiences – from engineers and buyers to investors and regulators – is even harder.
That’s where well-crafted storytelling helps. A strong message can:
Simplify the technical without oversimplifying the value
Align your proposition with real-world industry needs
Make your innovation more relatable and relevant
When startups can articulate a clear story that explains what they do, why it matters, and what it enables, they begin to earn trust and attention – two essential ingredients for growth.
Messaging Is more than communication – it’s strategy
The conference reinforces a perspective we work from every day: storytelling isn’t a ‘nice to have’ – it’s a strategic tool that underpins reputation, engagement, and growth in energy innovation.
Whether it’s through pilot results, proof-of-concept narratives, or investor briefings, clear messaging helps innovators:
Build a strong reputation
Strengthen stakeholder relationships
Create pathways to investment, partnership, and scale
Moving together toward net zero
The Net Zero Innovators Conference brought together a community full of ambition and shared purpose. There was a tangible energy throughout the event—a collective drive to push boundaries, share knowledge, and collaborate on the challenges ahead.
It showcased not only the cutting-edge technologies being developed, but also the challenges and opportunities in scaling them effectively.
For startups and scaleups navigating this journey, a strong story won’t solve every problem – but it can open the right doors, frame your progress, and guide others along the way.
Because it’s not just about what you’ve built – it’s how you bring it to life that can make the difference.
If you’re looking for support in shaping your story, building credibility, or connecting with the right audiences, we’d love to help. Get in touch for a conversation about how we can support your next step.