The Heat Under Your Feet: A Case Study of Communication Practices to Enable Shallow Geothermal Market Development

Abstract

The shallow geothermal market is struggling across Europe, despite its numerous advantages and established position. Lack of public acceptance and understanding are understood to be major causes of this, and are barriers to future market expansion.
In order to address these issues, the European Geothermal Energy Council launched an ongoing communication campaign to promote and educate about shallow geothermal, ‘The Heat Under Your Feet’ at the end of 2015.
This paper looks at the European market and the rationale behind the belief that poor communication practices are a hindrance to development. It explains the strategy behind the campaign, considers its impact, and establishes pathways to market by presenting replicable communication models and practices.