#USA #Stockholm #Geothermal Energy #Baseload Capital #Kristina Ilievska

The Urgent Need for a New Geothermal Narrative

In the landscape of renewable energy, geothermal energy stands as a power source with immense potential, yet often remains overlooked. As global renewable energy capacity must triple by 2030, advocates in the geothermal sector are rallying for a coherent narrative that resonates with stakeholders and the public alike. Kristina Hagström Ilievska, Chief Marketing Officer at Baseload Capital, is at the forefront of this charge, urging the geothermal industry to present a unified front in its messaging.

According to Kristina, the solution lies not just in technical discussions but in crafting compelling stories that highlight the benefits of geothermal energy. "We have to reshape the narrative using storytelling and visuals to make geothermal appealing and simplify the message," she asserts. This is particularly necessary to foster understanding and acceptance among stakeholders who may be unaware of geothermal's capabilities.

Building a Collaborative Community

To initiate this shift, Kristina began by convening workshops at industry events throughout 2022 and 2023. Together with various organizations, she recognized the critical need for collaboration among industry players, including Geothermal Rising and the International Geothermal Association. The result was the drafting of the "Declaration of Communication," a document outlining actionable steps to unify geothermal messaging and build community among its advocates. "The Declaration represents the accumulated knowledge from several years of work, highlighting why a singular voice is vital," she explains.

Capitalizing on Market Opportunities

Kristina emphasizes the importance of geothermal energy in the fight against climate change, noting that at least 10% of global electricity needs to come from baseload sources. With Baseload Capital’s expansive investments across the globe, including projects in Japan and the United States, the message is clear: there is room for growth and success without competition. "In this race, there's no crowd or competition. A hundred more companies could enter the geothermal space, and it would still be possible for everyone to thrive!" she states.

Learning from Other Renewable Sectors

To bolster geothermal’s appeal, Kristina suggests looking at solar energy’s trajectory. Reflecting on the branding challenges faced by solar a decade ago—where it was perceived as expensive and impractical—Kristina believes that geothermal can undergo a similar transformation if lessons from solar's advocacy and business strategies are applied. She asserts, "We must think about how we can communicate geothermal energy as not just feasible, but essential."

Collaboration with Other Energy Sources

In exploring collaborative possibilities, Kristina raises questions about working alongside solar or even fusion power. "What if we could leverage synergies between different energy sources? It’s an exhilarating narrative to consider," she notes. As geothermal projects begin to scale, heeding the lessons of competitors in the renewables sphere could prove pivotal for industry growth.

Telling the Human Stories of Geothermal

At the heart of Kristina’s initiative is the narrative of human impact. She highlights examples from Iceland, where geothermal heating is utilized not only for buildings but also for melting snow on sidewalks—demonstrating its practicality and efficiency. Furthermore, she shares the inspiring story of Fridheimar, a family-run greenhouse that utilizes geothermal energy to grow tomatoes year-round. Such examples bridge the gap between investors and everyday consumers, illustrating geothermal’s far-reaching benefits.

A Call to Action

Through initiatives like the geothermaldoc.com hub, Kristina and her colleagues aim to energize the geothermal community and to appeal to potential ambassadors worldwide. They invite others in the geothermal space to sign the Declaration of Communication and join this burgeoning energy revolution. With a united voice, the geothermal sector can amplify its message and ensure a compelling future where geothermal plays a significant role in achieving sustainable energy goals.

Read more and participate in this movement at geothermaldoc.com. For further details about Baseload Capital, visit baseloadcap.com.