Opening a New Market for a Circular Economy in Renewable Energy
01. Top challenges
Renewable energy is essential for combating climate change, but the industry faces a growing challenge: managing the significant waste generated during solar installation, repowering, and decommissioning projects. Materials like packaging, decommissioned panels, equipment, and end-of-life components often end up in landfills despite the availability of companies ready to provide recycling solutions.
The lack of awareness and proactive strategies to address these issues jeopardizes the sustainability of renewable energy growth. Utility-scale projects, in particular, need a clear path to divert waste from landfills and embrace circular economy practices without compromising the industry’s positive reputation. The challenge required a strategy that educated stakeholders, highlighted solutions, and encouraged collaboration without casting the industry in a negative light.
02.The solutions
Research
We conducted an in-depth analysis of waste management practices on large-scale solar facilities, examining how much waste was being sent to landfills, comparative costs to recycling and landfill costs, logistics, and where recycling responsibilities lay for construction and decommissioning projects to determine the best approach to raise awareness.
Branding and Messaging
To maintain a positive narrative, we developed messaging that was collaborative and solution-based. Rather than placing blame, we focused on educating and empowering stakeholders with actionable insights to address challenges constructively and promote progress.
Strategy
We developed a comprehensive PR and communications strategy to educate and engage EPCs, Developers & Owners, Utility Companies, O&Ms, and Decommissioning Companies, from 101-level learners to industry leaders. By writing targeted articles and collaborating with industry leaders on guest pieces, we sparked widespread interest in the topic.
Execution
Over three years, we placed more than 50 articles in national and industry-specific media, secured speaking engagements, and facilitated discussions across digital platforms. By driving conversations and advancing education, we positioned the client as a thought leader and built awareness around renewable energy waste management.
03.The results
The campaign successfully established the client as a trusted authority in renewable energy waste management. These efforts sparked meaningful conversations, influenced policy, attracted new partnerships, and positioned the client as a forward-thinking leader in sustainability solutions. Key outcomes included:
04. Opportunities
- Positioned the client as a leading authority in renewable energy waste management through comprehensive media coverage.
- Increased awareness and industry dialogue around reducing, reusing, and recycling.
- Opened partnership opportunities with organizations focused on sustainability and waste management.
- Secured high-profile speaking engagements, amplifying the client’s thought leadership.
- Positioned the client as a leading authority in renewable energy waste management through comprehensive media coverage.
- Encouraged collaboration among manufacturers, policymakers, and advocates to address end-of-life material challenges.
- Attracted new business leads from companies seeking sustainable decommissioning and recycling solutions.
- Enhanced the client’s reputation as a solution-oriented leader in renewable energy innovation.
- Built a foundation for ongoing educational campaigns to promote further growth and innovation in the sector.
- University participation in future solutions for the industry.