| | MARCH - APRIL 20269Many analyses have been done to demonstrate that we have the technology today to solve the challenges of the energy transition. Some even argue that the energy transition demands somewhat less attention from political leaders in favor of other priorities, because the solutions to the energy transition are already available, and progress in commercialization is being made in major markets around the world, although at different rates. The facts used to support these arguments are heartening, and certainly we can all see and take satisfaction from the regular statistics published about the pace of EV adoption, charging network deployment, renewable energy generation and energy efficiency. The question remains: will this process be fast and deep enough to help us avoid the drastic impacts of climate change? Will it actually help us into a new era of energy security and sustainable prosperity?A key consideration for those of us working in this field is that, in many respects, the energy transition is about consumer preferences. Customers choose the technology that they use in their daily lives and elect the members of the government to make laws and set policies that influence the pace of technology deployment. As it relates to transportation, the 2nd largest source of GHG emissions, individuals can choose whether they purchase an electric vehicle or not. While in the longer term there may be mandates that set a target for making all vehicle sales electric, there is no guarantee that these long-term targets will be maintained or supported; many events could derail them. The best assurance of progress is strong consumer demand, so that industry, consumers, government and voters all see the benefit of pulling in the same direction and making change work together. When it comes down to influencing purchase decisions, we need to show customers that buying an EV is affordable, easy and popular. Affordability means that customers who switch to electric are not making personal financial sacrifices. They want benefits they can feel. Easy means that drivers don't encounter barriers that prevent them from making a change they wish to do; instead, the simplest path for them is to switch. Finally, popularity means that individuals feel a desire towards making this change; there's an attraction to being part of something meaningful and desirable.We all have different roles within our organizations, industries and different avenues to help make the customer experience for EV adoption affordable, easy and popular. While the actions we take may be different, I think keeping this trio of guiding lights in mind will help us make more insightful decisions as we engage with consumers and collaborate with them to realize the energy transition. When it comes down to influencing purchase decisions, we need to show customers that buying an EV is affordable, easy and popular.
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