In recent years, National Grid has perceived a change in its role within the bigger picture of energy policy – independent from specific projects. The company understands that explaining the context and consequences of political decisions is becoming increasingly more necessary if it aims to succeed in achieving social acceptance of specific projects. National Grid reported that citizens are only willing to engage and potentially accept the consequences on a local level when they have a better understanding of the bigger picture.
The communication of specific projects always starts with explaining the general energy policy. As an example, National Grid adds a short animation to its project websites, which explains where gas and electricity come from and how National Grid sources and delivers energy to homes around the country. National Grid states that these instruments help to achieve acceptance of the general need for grids.