What the Nuclear Industry Wishes People Knew
Nuclear power is one of Canada’s greatest untold success stories. It powers homes, businesses, hospitals, and industries every day, yet many people are only beginning to discover the full impact it has on modern life. In Ontario alone, nuclear energy generates more than half of the province’s electricity and played a central role in eliminating coal-fired power, dramatically reducing greenhouse gas emissions and improving air quality for millions of people.
As conversations around electrification, energy security, climate goals, and healthcare continue to grow, so does the need to grow public awareness about nuclear technology and its role in the future. Increasingly, people want to better understand how nuclear energy works, why it matters, and how it supports everything from reliable low-emissions electricity to life-saving medical isotopes and high-skilled Canadian jobs.
Those within the industry know its benefits, but the current atmosphere signals an opportunity for the industry to engage more openly, share its expertise, and help build a stronger public understanding of the innovation, safety standards, and long-term value nuclear brings to society. At a time when the world is looking for practical, scalable solutions, the nuclear sector has an important story to tell and people are ready to hear it.
At the Canadian Nuclear Association’s annual conference, our team asked one simple question: “What is one thing you wish people knew about nuclear?” Sarah Benteau and Tyrell Lisson, partners at Big Red Oak, share what they learned.
Conversations from the Conference Floor
What stood out for you the most in your conversations at the conference?
Sarah: It was encouraging to see and hear more conversations about the importance of communication as a key driver of the industry's success. There were multiple panels and discussions about engaging the public, and this is something that we haven’t seen before. What I felt was missing from those conversations was how to actually do it. The good news is that Big Red Oak can be the driving force behind that piece of the puzzle.
Tyrell: What stood out most was an undercurrent of disbelief at how large the CNA and the broader nuclear conversation has become. This industry has been battered and passive for so long that now, with the wind finally at its back, it's still grappling with the shift. But this is the moment: It’s time to make something of it.
What were the responses like to your question?
Sarah: I loved that most of the people I talked to were women in the industry, and I was proud to see the strong voices of women sharing their views on what they wish people knew. Responses ranged from safety to opportunity: a lot of the same things that insiders know are exciting about nuclear. I was pleasantly surprised that isotopes came up a few times, as I think that is such an interesting and important element to the work we get to do.
Tyrell: The overall response carried a very Canadian, elbows-up energy. Canada has a strong nuclear tradition; we are world leaders in generation, safety, isotopes, and more. The message was clear that we need to own that more boldly.
What’s the number 1 thing that YOU wish people knew about nuclear?
Sarah: I think mostly that it exists (ha-ha). I always come back to my own experience growing up in Alberta and knowing very little about the industry or the value it brings. I know through exposure and education how quickly I went from skeptic to advocate, and I hope it will be the same for more Canadians.
Tyrell: I wish people simply knew more. That might sound like a cop-out, but the knowledge gap exists because we aren't communicating enough and, by and large, not doing it well. We aren't telling enough stories. The deficit isn't public interest. It's industry output.
Why do you think misinformation or lack of understanding is so common when it comes to nuclear power?
Sarah: Traditionally, the industry hasn’t done a great job communicating outside of its own inner circles. The references that the public hears are often negative, so without anything to counter that, the misinformation becomes what people think is true. I think the industry needs to take collective action on how to address this. We can see that happening right now in Ontario with the government investing in public awareness, and it is working. Now is the time to continue that; people are listening.
Tyrell: Historically, the industry has allowed others to own the narrative and tell the story on its behalf. It's that straightforward. Nuclear isn't uniquely complex; the conversation isn't any more nuanced than many other industries. The difference is that those industries fight for their narrative. Nuclear hasn't done that consistently enough.
How do you think the industry can get the message across?
Sarah: I think it needs to be a collective approach versus being done on a company-by-company level. Work with experts that know how to turn the technical into stories that prompt action … and move faster.
Tyrell: Drop the esoteric messaging and the stiff communications style and step into the 21st century. Use data and insights to reach the right people with the right message. Talk to people like people. Tell stories that matter.
Industry Growth Needs Strategic Communications
The nuclear industry is moving decisively in the right direction. Global adoption, new builds, innovative technologies, government backing: These are vital responses as the world adapts to escalating cross-sector electrification (transportation, manufacturing, complex heating/cooling systems, AI data centres) and counters the challenges of climate change with clean energy solutions.
What we heard at the CNA is that there is a lot of information people want to share. So, we are going to do just that. We’re going to turn their wishes into reality by taking all the facts about safety, isotopes, and opportunities and turning them into the dynamic stories that are waiting to be told.