Scotland’s Hydrogen Opportunity: Why Marketing Will Be Crucial in the Energy Transition

The UK Government has confirmed a £500 million investment in a regional hydrogen transport and storage network, a major step towards building a low-carbon economy that connects producers with industry, transport, and power generation. For Scotland, this is more than an energy policy announcement. It’s a chance to secure its place as a global hub for hydrogen innovation.

But here’s the reality: investment and infrastructure alone won’t make Scotland a clean-energy superpower. Businesses operating in hydrogen, renewables, and the wider energy sector must build visibility, win trust, and attract investment fast. That means marketing and storytelling are not optional; they are critical.

Key Government Commitments

The latest market update from Westminster has set the trajectory for hydrogen until 2030. Highlights include:

• £500M committed to hydrogen transport and storage networks.
• Removal of the Climate Change Levy on electricity used for hydrogen electrolysis.
• A Hydrogen Production Business Model to incentivise low-carbon production (launching in 2026).
• Focus on “hard-to-electrify” sectors, including heavy transport, chemical production, refining, aviation, and maritime.
• Strengthened international cooperation with the Netherlands, Germany, and France.

Scotland’s renewable energy capacity positions it at the centre of this opportunity. The export potential alone could transform local economies. But unless Scottish businesses communicate their role effectively, much of this opportunity could be missed.

Why Marketing Matters in Hydrogen’s Growth

Hydrogen is a complex story. Investors, stakeholders, and even the public need clarity on why it matters and why now. This is where strategic marketing comes in.

• Video Production & Storytelling – Complex technologies explained simply, through cinematic visuals and narrative.
• Brand Photography – Showcasing teams, culture, and facilities builds trust with stakeholders and partners.
• Monthly Marketing Support – Consistent campaigns that keep your business in front of the right audience.
• Data-Driven Strategy – Using insights to target investors, industry partners, and end-users with precision.

Without this, businesses risk being overlooked in a crowded and rapidly evolving market.

The Act-Now Imperative

The hydrogen economy is being built today. By 2026, the Government will announce the Hydrogen Production Business Model and the next Hydrogen Allocation Rounds. Decisions are happening now that will shape the next decade.

For Scottish businesses, this is the moment to:

1. Define your story.
2. Build brand visibility.
3. Position yourself as a leader in the energy transition.

Failing to do so risks being left behind as investment flows to those who are seen, heard, and trusted.

Final Thought

Hydrogen represents one of the biggest industrial shifts in Scotland’s history. The infrastructure is coming, the funding is in place, and global demand is rising. What’s missing for many businesses is the ability to cut through the noise and communicate their value.

At Farsight, we help ambitious businesses in Aberdeen, Scotland, and beyond do exactly that, through cinematic video, photography, strategy, and monthly marketing support.

The opportunity is here. The question is whether your business is ready to be seen.