Marketing Clean Energy on a Global Stage
- Highlights and discoveries from the Paris World Nuclear Exhibition
Big Red Oak’s Lee de Lang (Founder) and Tyrell Lisson (Managing Director) headed to Paris earlier this month to attend the bi-annual World Nuclear Exhibition: a place to make connections and explore global trends — from diverse methods of power generation to visionary applications in fields like medicine, agriculture, and space.
Launched in 2014, the WNE invites international nuclear experts to discuss best practices and breakthroughs, emerging opportunities and markets, and solutions to its challenges. Challenges like balancing its digital transition with regulatory standardization, while managing deadlines and budgets to move from promise to practice.
Furthermore, its programs and objectives require political and public advocacy to engage stakeholders, secure investment, and build a skilled workforce … and that’s where strategic storytelling matters. Lee and Tyrell share their insights on what they learned in Paris and how Big Red Oak can help advance the clean energy evolution
What were your goals in attending the WNE?
Lee - As funny as it sounds, one of my main goals was simply to be present. To reinforce our commitment as an active member of the nuclear community in Ontario and Canada more broadly. It may seem like a long way to travel to meet friends from home, but connecting with fellow Canadians abroad was actually part of the plan. Beyond that, I’ve always seen conferences as opportunities to exchange ideas and gain perspective. For me, WNE was about learning, listening, and connecting with people who are helping shape the future of clean (nuclear) energy around the world.
Tyrell - I really wanted to get a robust understanding of where other countries stand. To listen and learn, and to see how the nuclear story is being told by international organizations.
What impressed you the most?
Lee - What stood out for me was seeing just how much progress other countries are making to advance nuclear power generation. The scale and diversity of suppliers supporting that growth was incredible, from components and services to full-scale solutions. There was a strong sense of shared purpose around tripling global nuclear capacity, and the passion behind that goal was exciting.
Tyrell - I’d agree: It was the global push for nuclear in meeting climate goals and dealing with our energy deficit through a technology mix, from large-scale nuclear to micro-reactors. It was good to see countries like Wales and South Africa doing so much in the nuclear space. They have big plans for a micro-reactor that look exciting.
What concerned you?
Lee - Interestingly, the biggest challenges discussed in Paris are the same ones we face here in Canada: moving faster through regulatory processes while still addressing stakeholder concerns, securing clear government policies and rate commitments, and attracting investment while keeping energy affordable for ratepayers. No one offered a silver bullet, but I didn’t expect one. Instead, I see these challenges as opportunities for engagement and collaboration. The conversations reinforced how essential communication and alignment are to overcoming them.
Tyrell - Discussions with various people confirmed my opinion that the message of nuclear isn’t being communicated well or consistently. There’s a lot of work to be done to engage the stakeholders and inform the public, and people don’t seem to know the best path forward. It’s important for them to move beyond just inside talk to telling the right stories to the right people.
Did you identify opportunities for Big Red Oak?
Lee - There’s a real opportunity to help organizations accelerate progress through better communication and connecting stakeholders, investors, and the public around a shared story. At Big Red Oak, that’s what we do best: We craft stories that clarify complex issues, build trust, and inspire action. By supporting engagement on topics like regulation, financing, and supply chain collaboration, we can help the industry move forward more confidently and cohesively.
Tyrell - I know that we can contribute to the nuclear sector’s progress with our wealth of knowledge: not only because we understand how to communicate, but also because we’ve been working in this space for over a decade. Experience matters, and we’ve got it. The gaps are the same as before: not enough understanding of the power of marketing and communication, too technical, too safe with their communication, not enough bold thinking.
And what about Paris, the City of Light?
Lee - Paris really lived up to its name, a city of light, but also of shadows and depth. It was the perfect backdrop for exploration and reflection. Between conference sessions, Tyrell and I had the chance to wander with cameras in hand and take in the incredible architecture and atmosphere. There’s something about Paris that forces you to slow down, look closer, and see things differently. It’s also a good reminder of why creativity and curiosity matter in the work we do.
Tyrell: This was my first visit to France, so, beyond the WNE event, it was a great experience: wonderful people and culture. I can’t wait to go back!
It’s a fact: The world needs nuclear … and Big Red Oak is ready to explain why to everyone who needs to hear it.
Contact us to chat about how we can showcase your role in the drive toward a better future, or to talk about your favourite Parisienne hot spots.