In today’s fast-evolving energy landscape, the way we communicate the green transition is just as important as the technology and policy driving it. Ahead of his session at CHARGE, we sat down with Alex Bushill from Montel — a leading provider of energy market intelligence — to explore how Montel’s role has evolved, what sets them apart in a competitive media space, and what energy companies can learn about effective storytelling.
Q: Can you tell us how Montel works with energy market players – and how that role has changed over time?
Montel’s core mission is to provide timely, accurate, and actionable energy market news, data and analysis to industry players — from utilities and traders to policymakers and investors. Over time, our role has evolved from simply reporting market prices and events to becoming a trusted voice informing conversations around the energy transition. We now deliver deeper analysis, expert insights, and increasingly sophisticated products that help our clients navigate the complex and rapidly changing energy landscape. With renewables, new technologies, and geopolitical shifts reshaping markets, Montel’s work is really about contextualising these changes, highlighting their implications, and guiding energy market stakeholders through the challenges.
Q: In a crowded space for energy news and data, what do you think sets Montel apart?
In an era where data-led decision making, automation and AI continue to impact day-to-day working even more, Montel really stands out because of our people. Of course, our products deliver high-quality market intelligence, we have AI tools and everything else, but what makes us special is that all of it is combined with expert analysis. We’re not just data providers; but our unique combination of journalists and analysts allows us to bring market narratives to life by connecting the dots between policy, technology, and trading dynamics. We call it energy intelligence with a human touch. Our team’s deep understanding of European energy markets alongside our commitment to accuracy and impartiality, means that we are able to serve clients who need reliable information to make complex decisions quickly. So, whether that’s through podcasts, news articles, live updates, social channels, or dedicated analysis platforms, we ensure our insights reach the right audiences in a way that suits them.
Q: Looking across Europe and in preparation for your presentation – which markets do you think are doing a good job of communicating the energy transition – and what are they getting right?
The Nordics and Germany are excellent examples of markets communicating the energy transition consistently. They benefit from strong institutional trust and high public engagement on environmental issues, which supports clear, consistent messaging. This blends transparency with optimism – they openly address challenges like intermittency and costs, but emphasize innovation, economic opportunity, and societal benefits. The debate in the UK is being reframed around energy security concerns as well as the impact on domestic bills. Across all three territories, any consensus is increasingly being challenged by populist parties who deny the urgency and agency of the green transition.
Q: How do political and cultural differences across Europe shape the way energy stories are told and understood?
Political culture heavily influences both framing and reception of energy stories. In countries like Germany, a long tradition of environmental activism means the green transition is often portrayed as a moral imperative. Conversely, in the UK, energy stories are frequently framed around cost, security, and fairness, reflecting a shifting political consensus. This changing political landscape is influenced by the UK continued debate about Brexit and the country’s role as a European nation which in turn impacts UK energy policy. The Nordics’ high social trust allows for narratives emphasizing innovation and collective responsibility but regardless, populist right-wing movements across Europe add new complexity. So, whether it’s threatening to remove wind farms or ending subsidies, there is now more skepticism and resistance. Ultimately, understanding these cultural and political lenses is important for communicating effectively.
Q: For energy companies trying to connect with the public or investors, what are your tips for telling engaging stories without oversimplifying the complexity?
I have always found the idea of these three pillars crucial in good communication: credibility, logic, and emotion. They’re known as the pillars of persuasion since Aristotle first named them a while back. So first, always ground your story in clear facts but don’t shy away from complexity, that’s the logic of your argument. Then use storytelling techniques to make those complexities relatable. Use visuals and analogies to explain technical issues without diluting meaning. Focus on the human impact: how energy transition affects people’s lives, jobs, and communities. This is the emotional appeal of your argument. It’s also important to acknowledge trade-offs honestly. So, for example, balancing costs with environmental benefits, to build trust. Don’t over promise and under deliver. Without trust or credibility your audience will never believe anything you say again regardless of how emotive and well evidenced it maybe.
Q: What do you hope people will take away from your session at CHARGE? Are there any questions you want the audience to be thinking about afterwards?
I hope the audience comes away with a clearer understanding that popular support for the green transition isn’t just about facts — it’s deeply intertwined with political context, framing and trust. I hope the audience will have a better understanding of some key communication concepts like the pillars of persuasion and the power of framing. I want them to think critically about how narratives shape public opinion and policy, and how to craft messages that engage rather than polarize. After my session, I’d like delegates to ask themselves: how can we balance complexity with clarity? And how do we respond constructively to skepticism or backlash? Above all, I hope the audience will feel more able to communicate the green transition with clarity and confidence.