How Neuroscience Can Power Up the Energy Transition – Highlights from the 2025 ManagEnergy Talk

At EUSEW 2025, the ManagEnergy Talk returned with a bold focus: how behavioural science and neuroscience can strengthen local energy action. Held on 10 June in Brussels and streamed online, the session gathered energy agencies, EU officials, and regional leaders for a sharp, interactive discussion on what really drives change.

Featuring inputs from the European Commission, OÖ Energiesparverband, and a keynote by neuroscientist Dr. Kris De Meyer (University College London), the event challenged old assumptions about persuasion — and offered new tools for building public support in an age of growing resistance and an increasing polarisation.

From Upper Austria to EU Policy: Why Local Values Matter More Than Data

Christiane Egger, Deputy General Manager of OÖ Energiesparverband, opened the session by stressing that energy decisions are not driven by numbers alone. Drawing from her work in Upper Austria — where over 10,000 households receive free energy advice each year — she explained that people are often motivated by things like convenience, energy independence, or simply doing what their neighbours do. “Even if the savings are modest,” she said, “people join because the story makes sense to them.” Her message was clear: to drive real change, communication must reflect the values people live by, not just technical facts.

The Green Deal Is Facing Resistance — and It’s Not Just Political

Representing the European Commission, Hans Rhein, Head of Unit for LIFE Energy & Climate at CINEA, reflected on the broader context. The LIFE Programme now supports over 400 clean energy projects across Europe — many led by local and regional agencies. But despite this momentum, challenges are growing. “More and more, we hear talk of ‘punitive environmental policies,’” he warned. “Clearly, something’s not working in how we explain this transition.” His remarks weren’t just a warning — they were a call to question old communication habits and explore new ones.

Rethinking Resistance: A New Narrative for the Energy Transition

Dr. Kris De Meyer, neuroscientist and Director of the Climate Action Unit at University College London, led the ManagEnergy Talk with a clear message: climate communication often fails because it assumes shared understanding. Through a series of interactive exercises, he revealed how people can interpret the same words in very different ways — even within a room of professionals.

In one activity, participants were asked to position themselves physically in response to two statements about fairness — one based on equality, the other on merit. The resulting human diagram highlighted how varied and deeply rooted personal values are, even among stakeholders with similar goals. “We think we agree,” De Meyer said, “but we’re often worlds apart.”

To illustrate the risk of miscommunication, he referred to a cartoon in which a dog appears to understand only its name in a longer message from its owner. The metaphor captured a common issue in public engagement: when experts use terms like “transition” or “risk,” the meaning is often lost or reshaped by the listener’s own background, assumptions, and context. Clear language does not guarantee shared understanding.

De Meyer then introduced the “Pyramid of Self-Persuasion”, a model explaining how people become attached to a position by justifying their own actions. The more they repeat or defend a choice, the more entrenched it becomes. Trying to change someone’s mind directly can reinforce opposition.

“Most of the time, it’s our actions that change our beliefs — not the other way around,” he explained.

His keynote left a lasting impression: that effective communication must begin with action, not arguments. When people take small steps themselves, belief and engagement follow.

Conclusion: Change the Story, Not the Audience

The ManagEnergy Talk closed with a clear message: effective climate communication starts with action, not persuasion. Dr. Kris De Meyer urged participants to move away from delivering messages and instead create opportunities for people to experience change for themselves.

The session highlighted that the transition depends as much on trust and values as on technologies and policies. People are willing to act — but only when they recognise themselves in the story and feel confident taking the first step.

Following the interactive session, participants continued the exchange informally during a networking cocktail — a chance to reflect, connect, and share experiences beyond the room.

Watch the recordings

Kris De Meyer's keynote speech is now available through our Youtube Channel:

If you would like to watch the full session, it is available on the EUSEW Youtube Channel: