Chief Myth Buster Three Tips for Comms Professionals in the Energy from Waste Sector

The Energy from Waste (EfW) sector is often misunderstood. Recent data suggests that while 80% of people support renewable energy technologies, that support drops significantly to 37% when EfW plants are proposed locally1. 

At its core, Energy from Waste (EfW) safely converts residual waste, meaning materials that cannot be recycled, into energy, thereby helping to reduce landfill use. EfW accounts for about 3% of the UK’s energy use2 and also plays a role in the circular economy, turning waste that cannot be recycled or reused, as a preferred method of continuing its use, into usable energy. It can also help recover materials such as metals from burning to ensure these resources are kept in use for longer. 

Although many EfW approaches, such as incineration, are carbon emitting, the alternative of landfill is also undesirable. Until materials science and consumption catch up, it’s use as a viable bridging technology shouldn’t be ignored. Furthermore, although currently only possible at a small scale, new forms of EfW such as biochar created from pyrolysis show the potential for locking away carbon for much longer timescales. 

For Energy from Waste (EfW) communications professionals, this creates both a challenge and an opportunity. Shaping public understanding of EfW increasingly means stepping into the role of Chief Myth Buster.  

But what does that actually look like in practice? Here are our tips. 

1. Simplifying language

Incineration, residual waste, circular economy, even the term energy from waste, can all be confusing and easily misunderstood by the general public unfamiliar with the sector. So, a first port-of-call is to keep the message simple.  

Always aim to lead with what EfW does, not how it does it. For example, turning non-recyclable waste into usable energy while reducing landfill. Start with outcomes people care about. These can include cleaner communities, reliable energy, and responsible use of resources. Furthermore, only introduce technical terms where they genuinely add value. If a phrase needs explaining, it probably shouldn’t be front and centre in your communications. 

2. Focus on the revenue opportunities 

For many businesses, reducing the use of non-renewables is important, as is the opportunity to lock away carbon. However, it’s only one part of the story. The ability for EfW to create and open new revenue streams for organisations, both large and small, is an equally compelling opportunity. 

Latest figures show that in England alone businesses generated approximately 32.6 million tonnes of commercial and industrial waste every year. Not all, but a significant proportion of this is likely non-recyclable but suitable for combustion. This represents a substantial potential revenue stream for innovative organisations willing to explore their own onsite energy facilities – either to feed power back into the grid or make use of it themselves to reduce their own external power dependency.  

In the agricultural sector, this is particularly attractive. Rather than letting biomass decompose, a process that also releases CO2, it can instead be converted into stable biochar and a form of renewable fuel. This not only mitigates emissions but also creates valuable products and energy from material that might otherwise go to waste. 

3. Importance of proving credibility 

Investors and customers want proof. Credibility is what turns a fantastic idea into an opportunity. For comms, this means using clear data, independent verification and transparent reporting to build confidence with investors, regulators and customers alike. 

You need to prove that the technology works in the real world, that the numbers stack up and that the environmental benefits are both measurable and meaningful too. If you’re able to demonstrate a track record of success using these parameters, conversations will not only move faster, but your partnerships will get stronger too, and ultimately your projects are far more likely to scale successfully. 

Energy from Waste (EfW) is an important bridge towards a cleaner future, and at the same time, a source of real business opportunity. By simplifying communications, highlighting tangible benefits, and proving their credibility, comms professionals can turn myths about the sector on their heads, helping to win it the support it deserves. If you need support with messaging and positioning, get in touch.