Speaking our Language: What Net Zero really means for Highland communities

Speaking Our Language: What Net Zero really means for Highland communities.

When you live up in the Highlands, you get used to hearing about big ideas from far-off rooms. “Scaling renewables,” “zonal energy pricing,” “decarbonising the grid” – they sound impressive, but to the average Joe, they don’t mean very much.

You might go along to a consultation in the local hall – maybe a plate of shortbread on the table, a few big maps rolled out – and still come away none the wiser. People leave feeling confused, sometimes frustrated, and a bit left out of something that’s meant to include everyone.

And let’s be honest – with wind farms popping up on nearby hills, cables crossing moorland, and developers coming through the door every other month, the impact on Highland and island communities is already front and centre. So, if the talk around net zero doesn’t make sense to people here, how can we possibly be part of shaping it?

Making it plain and honest

The way we talk about the transition matters. It’s not just about words; it’s about respect.

People here know their land, sea, and weather inside out. They’ve worked with them for generations — on crofts, on fishing boats, in small local businesses. When someone starts speaking in technical terms, it can feel like we’re being talked at, not with.

If a project is going to change how communities heat homes, power villages, or travel between communities, people deserve to understand what’s happening and why. Clear, honest language isn’t a “nice to have” — it’s the foundation for trust.

Words build (or break) trust

The energy world loves its acronyms — EIA, PAC— but to most people in places like Gairloch or Dingwall, they don’t mean much. Add in phrases like “decarbonisation pathway” or “non-statutory consultation” and you’ve lost your audience before you’ve even started.

When people feel excluded from the conversation, trust starts to erode. It’s not that people are against renewable energy — far from it. Many see the value in clean energy and community benefit funds. But if it’s not explained in plain, human terms, it can feel like someone else is calling the shots.

If you want people to listen, say what you mean. Instead of “heat pump”, say “a cheaper, cleaner way to keep your home warm through winter.” Instead of “decarbonisation”, say “cutting pollution so our air and water stay clean for the next generation.”

It’s not about dumbing down — it’s about opening up.

The Highlands aren’t a backdrop

Every glen, island, and village has its own story and way of working. What suits one area won’t necessarily fit another. If developers and policymakers really want buy-in, they need to see communities not as obstacles but as partners — people with local knowledge, pride, and ideas to share.

If communities are part of the process from the start, projects are more likely to earn genuine support — not because they were persuaded, but because they were included.

Talking about the transition in ways that feel real

Here’s how we can start changing the conversation:

1. Use real life, not jargon

Say what something does, not what it’s called. People don’t need acronyms — they need explanations that make sense.

2. Focus on benefits people can see

Local jobs, better infrastructure, warmer homes — these are the things that matter. Tell communities how a project will help the community, not just the national grid.

3. Tell stories, not just numbers

A story about how a wind farm community fund helped a youth project in Sutherland means more than a spreadsheet full of figures.

4. Keep it positive and inclusive

“We can,” “our communities,” “together” — these words matter. They make people feel part of something, not on the outside looking in.

The Highlands are built on neighbourliness and shared effort. They’ve always relied on each other to get things done — whether it’s mending a fence, running a ceilidh, or keeping a ferry going. Energy projects should be no different.

Trust grows from listening

Trust isn’t built through leaflets or surveys — it’s built through conversations in local halls, on piers, at the Co-op checkout.

Reaching net zero will take more than technology. It’ll take understanding — and understanding starts with how we speak to each other.

If we can explain things clearly and show that we genuinely value the people and places we’re working with, then maybe this transition can feel like something we do together, not something that happens to you.

The Highlands have always been a place of resilience, innovation, and pride. The path to net zero should build on that spirit – not overlook it.

If you’d like to chat about how we can improve communication with Scottish communities around renewable projects, feel free to drop me a line at Laura.Sutherland@CopperConsultancy.com