Marketing Language to Make Renewable Energy Accessible to All

Abstract

This article addresses the importance of marketing language in promoting public understanding of renewable energies, which is essential for a sustainable future. It stresses the need to find a communicative balance: overly technical terms can divert the public's attention, while extreme simplification can undermine credibility. A middle ground is advocated, where technical terms are introduced progressively with clear explanations, making the complex accessible without losing precision. This balance not only informs, but also inspires action, transforming public perception and encouraging active participation in the energy transition. The text highlights the crucial role of marketing as a bridge between technical innovation and public support and adoption, which is fundamental to the diffusion and acceptance of renewable energy technologies.