One of the largest thermoelectric plants in Italy, in Monfalcone, is starting the conversion to renewables without affecting employment. A2A, which manages it, shares the proposals of the experts and takes a seat at the consultation table so as not to turn the plant into a waste-to-energy plant. An encouraging sign for the panorama of the Italian green economy, when the AJ Com agency – a network specialized in energy campaigns – tells us that the energy market in Italy is worth 420 billion euros a year. A branched business, however, which has not yet risen to the desired levels. Despite rules, provisions, national and local standards.
For some time now, Italian companies have focused on communicating their products. Much more than in Germany, France, United Kingdom. The big companies invest large sums without, however, earning points and revenues adequate to the budgets prepared. AJ-Com's market analysis focuses precisely on the effectiveness of messages from agencies and influencers. The challenge to overcome, in a nutshell, concerns the construction of a competitive and flexible model, combining tradition and digital.
Old and new, because we live in a country where young people are decreasing and the elderly are growing. The greatest private energy consumption is in families with a high average age, distributed over different areas, from North to South, cities and suburbs. Renewable energies advancing with innovative technologies cannot overlook this multifaceted and unstructured clientele. Nothing more effective, therefore, than a hand-held communication towards customer users, to be considered for what they really are.
What does the story of the Monfalcone plant have to do with this analysis? It is simply the good side of a shared effort between the company, trade unions and the local area to bring an energy site towards innovative, environmentally friendly goals. The most recent estimates for 2018 forecast a 6% growth of non-fossil at the national level. A high, possible goal. With the only condition that whoever has to share it receives clear and non-opaque messages.
