By the Institute for Methods Innovation team
What are people saying online about hydrogen energy in the EU27? The Institute for Methods Innovation (IMI) explored the current conversations and debates on social media, uncovering insights into societal engagement with hydrogen energy and technology.
From October 2023 to January 2024, the Institute for Methods Innovation (IMI) conducted a comprehensive analysis of social media platforms, including Facebook, X (formerly Twitter), Reddit, and YouTube, along with Google Trends data. By tracking keywords such as “hydrogen fuel cell,” “green hydrogen,” and “renewable energy,” the study aimed to gauge public interest and sentiment regarding hydrogen energy.
Search frequency trends across EU27 and EU13 countries
The Google Trends analysis revealed a mosaic of engagement levels and opinions across the EU27. Different countries gravitated towards specific hydrogen energy topics, driven by national initiatives and policies. For example, Ireland showed significant interest in “hydrogen fuel,” likely influenced by the publication of its National Green Hydrogen Strategy. In general, EU13 countries showed lower engagement levels than EU27 countries, indicating a need for targeted awareness campaigns.
Interest in hydrogen-powered mobility was significant, especially in Denmark, which saw high engagement, likely due to national developments like Everfuel’s hydrogen refueling network. However, the interest in fuel cell vehicles was more subdued, suggesting that while the concept of hydrogen mobility is intriguing, the specifics and nuances are still not widely understood.
The topic of hydrogen infrastructure, particularly refueling stations, saw varied interest. Germany and Austria led in searches, correlating with national expansions of hydrogen station networks. Conversely, EU13 countries showed minimal activity despite significant infrastructure announcements, highlighting an awareness gap.
Economic and production-related searches were notable in countries with active hydrogen initiatives. For example, Finland’s government resolution on hydrogen and Portugal’s green hydrogen projects spurred local interest. In the EU13, countries like Poland and Romania showed moderate engagement, reflecting ongoing industrial projects.
Case study posts confirm nuanced sentiment
To complement the insights derived from Google Trends, a content analysis was conducted on a curated selection of social media posts. The analysis revealed a nuanced view of public sentiment. X (Twitter) and Reddit were the primary sources, due to the nature of the dynamic and detailed discussions on these platforms.
In the case studies examined, the nature of X conversations often veered into political or ideological territory. Opinions on hydrogen and battery technologies were sometimes influenced by broader political beliefs or skepticism about government policies and industry motivations, indicating that the discussions on this social media platform were both technical and interwoven with users’ political stances and perceptions of corporate and governmental agendas.
Figure 1. European Commission’s tweet about the European Hydrogen Bank
A tweet posted by the European Commission promoting hydrogen as a key technology for decarbonising the economy on 23 November 2023 (Figure 1) was followed by replies ranging from skepticism and misinformation to political opposition and mockery, illustrating the challenges of public communication and acceptance. Comments included “Lol… hydrogen bombs. No thank you”, “It’s a red herring to distract and delay…,” and “Hydrogen is a fraud that You’re using to tax everything…”.
In contrast to X posts, Reddit threads displayed a tendency toward more detailed and technical discussions about hydrogen and its role in energy systems. While political and ideological perspectives did appear, Reddit discussions tended to be less dominated by political rhetoric compared to X. The emphasis was more on sharing knowledge, asking technical questions, and debating the merits of hydrogen based on scientific and engineering principles rather than political or ideological beliefs.
One Reddit thread in r/energy, for instance, discussed the viability and efficiency of hydrogen as a clean fuel, focusing on its potential role in addressing the climate crisis (Figure 2). Various users shared diverse, measured perspectives, highlighting the multifaceted nature of the debate.
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“The problem is that right now it requires more energy input to create hydrogen than energy generated as fuel.” – wilburstiltskin “The efficiency of storing energy by making hydrogen from electricity and then using it in a fuel cell to make electricity again is about half the efficiency of storing electric energy in a battery and getting it back out of the battery.” – tuctrohs |
Figure 2. A Reddit post about hydrogen as a clean fuel (top), with two sample comments from the thread (bottom)
These discussions reveal a divide in opinions about hydrogen’s viability as a clean energy solution. While some see substantial potential in hydrogen, especially when produced from green energy sources, others question its efficiency and practicality as an energy carrier, frequently comparing the energy losses in hydrogen production, storage, and usage to other energy technologies. Reddit users frequently supported their views with technical arguments, data, or references to studies, giving a more nuanced understanding of the positions presented.
Conversations also explored the potential applications of hydrogen in various sectors, with users debating the necessity and feasibility of developing the required infrastructure for hydrogen, citing specific examples and scenarios where hydrogen could be beneficial or problematic. There was a notable perception of a lag in investment and infrastructure development for hydrogen energy. This issue was seen by some as a barrier to hydrogen’s adoption, despite its potential benefits in reducing environmental impact.
In short, while there was recognition of hydrogen’s potential in contributing to a cleaner energy future, the discussions reflected substantial concerns about its current efficiency, infrastructure requirements, economic viability, and environmental impact. The sentiment was that hydrogen’s role in the energy transition was likely to be niche and application-specific, requiring further technological and economic development to become more broadly viable.
Tips for raising public awareness and trust toward hydrogen technologies
Based on these findings, it is recommended that the following be considered for future public engagement efforts focusing on hydrogen technology:
- Develop region-specific engagement strategies tailored to each member state’s unique interests and concerns regarding risks and safety, ensuring cultural and linguistic relevance.
- Implement campaigns to increase public awareness and understanding of hydrogen technology, its benefits, and its role in the transition to cleaner energy sources. Focus on demystifying the technology and addressing misconceptions, especially in countries with lower engagement levels.
- Showcase local and national success stories and case studies to demonstrate hydrogen technology’s practical benefits and real-world applications.
- Capitalise on the interest in hydrogen technology and mobility, highlighting advancements and real-world applications.
- Enhance engagement efforts around hydrogen infrastructure and policies, ensuring these topics are accessible and engaging to a broad audience.
- Leverage national events, policy announcements, and industry developments as opportunities to engage the public with timely, contextual information.
