The Heart of Green Innovation

At the heart of the North East’s green transformation is Teesworks – the UK’s largest industrial zone and one of Europe’s most ambitious regeneration projects. This 2,500-acre site on the banks of the River Tees is being reimagined as a hub for carbon capture, hydrogen production, clean manufacturing, and offshore wind supply chain infrastructure. With thousands of jobs being created and work well underway, Teesworks is a powerful example of how industrial heritage can drive a green future and one that can be replicated elsewhere in the country.

Other projects like Dogger Bank, the world’s largest offshore wind farm, along with the Port of Tyne’s offshore wind operations base and Middlesbrough’s Net Zero Industry Innovation Centre, further cement the North East’s role in powering the UK’s transition to Net Zero.

Why Communication Matters

While infrastructure and innovation are essential, so too is the ability to communicate these changes effectively. Why? Because success in the green transition relies not just on technology, but on people: public support, skilled workforces, local pride, and investor confidence.

For communities, especially those still recovering from the decline of traditional industries, it’s vital to communicate how green jobs can bring long-term prosperity. For investors, clear messaging can signal a region that’s not only ambitious but organised and ready to scale. And for the wider public, showcasing tangible progress can help turn sustainable action from an abstract goal into a relatable, local story.

Communication Challenges in the Green Transition

One major challenge is technical complexity. Concepts like hydrogen fuel production or carbon capture and storage aren’t easily explained in a social post or headline. Those who lead on comms must strike a balance between accuracy and accessibility, avoiding jargon while still conveying innovation.

There’s also the challenge of perception. Heavy industry in the North East has long been associated with pollution and decline. Changing that narrative to one of modernity, sustainability, and opportunity requires thoughtful branding and messaging that highlights transformation rather than the sense of nostalgia.

Finally, the North East has historically battled regional stereotypes and underrepresentation. It’s essential that its successes are not seen as peripheral but central to the UK’s net zero strategy. That means elevating local stories onto national and global stages.

Getting the Message Right

People are at the heart of the green transition and they should be at the heart of how it’s communicated. Real stories, like apprentices training at Teesworks or former oil and gas workers moving into renewables, make the shift to Net Zero much more digestible to the general public.

That human focus should shape messaging across all audiences. For local communities, it means involving them early through schools, consultations, and behind-the-scenes access. For national media, it’s about compelling visuals, authentic storytelling and how the upskilling and job creation fits with the national news agenda. And for investors and policymakers, it’s a mix of data, impact, and proof that this transition is well underway and already having success stories.

At Cool Blue, we’ve seen this first-hand through our work with Teesworks and its key site tenants. We understand the unique challenges and opportunities that come with communicating complex, large-scale transformation. From shifting perceptions of heavy industry to building investor confidence and engaging local communities, we’ve helped shape stories that not only inform but inspire.

If you're looking for a partner to help bring your green vision to life, let's talk. We specialise in turning complex projects into compelling stories that drive real impact.