Attending HydrogEn Expo 2024 in Piacenza, Italy, this September with my colleague Jack Porter was an extremely insightful experience. Founded in 2022, the exhibition has grown rapidly – much like the hydrogen sector itself – and this year showcased innovations from almost 200 exhibitors, all highlighting hydrogen’s immense potential in the global push for decarbonisation.
What struck us the most, however, were the exhibitors’ objectives for participating and their openness and enthusiasm for discussing technologies, market challenges, and the future of hydrogen. Unlike many exhibitions where sales seem to be the number one priority, HydrogEn Expo had a different energy. For most exhibitors, it was more about raising awareness of their technological contributions, exploring possibilities for partnerships, and collaborating on the industry’s next steps.
Here are the top lessons we took away, along with how communication strategies can help businesses succeed in this space.
- Hydrogen is a growing but challenging market
The hydrogen sector is full of potential, but there are still significant hurdles to overcome, as many exhibitors pointed out at HydrogEn Expo 2024. High production costs, lack of infrastructure, limited public understanding, and the need for stronger government support were among the barriers mentioned.
Effective public relations strategies can be a powerful tool to help businesses tackle challenges head on. By focusing on educational content, companies can demystify hydrogen’s complexities and build trust with stakeholders. For example, publishing thought leadership articles or participating in media interviews that highlight how your company is addressing cost or infrastructure challenges can position you as a solution-oriented leader in the sector. Over time, clear and consistent communication will foster confidence in your brand. - Government backing is critical for market development
The importance of government support was a common theme at HydrogEn Expo 2024. Several participants drew parallels with the photovoltaic (PV) industry, noting how government incentives and subsidies were vital in driving adoption and lowering costs for solar energy. They stressed that similar backing is needed to unlock hydrogen’s potential and accelerate its role in the energy transition.
At SE10, we don’t claim to be experts in lobbying but speaking at industry events such as HydrogEn Expo where government officials are present, participating in policy roundtables with industry associations, or publishing research or opinion pieces are all important tools for influencing policymakers. Our advice would be to understand government priorities – whether that’s decarbonisation, energy independence, job creation or boosting the economy – and use clear, concise communication to emphasise the contribution hydrogen can make, as well as the government intervention required to help realise these benefits.
- Collaboration is accelerating the development of hydrogen technology
In our conversations at HydrogEn Expo 2024, all exhibitors stressed the importance of collaboration between governments, research institutions, suppliers, and customers to push innovation and scale-up production as no single entity fully understands every aspect of technology. In particular, we were heartened to hear the story of how members of the Isotta Fraschini Motori and Ecomotive Solutions teams first met at HydrogEn Expo 2023 and one year later were signing a memorandum of understanding (MOU) to share knowledge when developing hydrogen-powered internal combustion engines. It was a shining example of how exhibitions can connect players for mutual progress. Several other exhibitors also told us how they were using the event to look for partners to test prototypes in real-world applications.
Our PR advice to those open to new partnerships would be to share case studies and success stories where cooperation has previously led to new breakthroughs and tangible results as this can attract further opportunities. Participating in panel discussions and roundtables can also demonstrate your understanding of the need for collective action, showcase your expertise, and start a dialogue among potential partners, investors, and customers.
- Exhibiting is about more than driving sales
Since many hydrogen technologies are still in their relative infancy, some exhibitors argued that a market for green hydrogen products doesn’t actually exist yet. In other words, they have products that are technologically ready but require certain investments to be made or infrastructure to be developed before they can be put to use by customers. Therefore, their main goal for exhibiting at HydrogEn Expo 2024 was to lay the foundations of brand awareness for when the market matures.
For businesses entering new or emerging markets like hydrogen, focusing on brand positioning and recognition is key and exhibitions can offer a valuable opportunity to engage with audiences face-to-face, build relationships, and establish credibility as you tell your company’s story, communicate your vision, and showcase your unique role in the industry’s future.
- Establishing your brand as a pioneer can help you get ahead
While hydrogen for transport or energy storage is still in the first stages of adoption, many of the exhibitors at HydrogEn Expo were keen to establish themselves as early movers in a market that is poised for major expansion over the next decade. To ensure their brands become associated with hydrogen’s rise, our recommendation would be to highlight their role in the industry’s development through expert bylines, ongoing product announcements, and media interviews that demonstrate thought leadership. With consistent, future-focussed messaging, these companies will be able to stay top-of-mind and become customers’ number one choice as the market matures.
- Highly visual exhibition stands attract the most attention
When almost every company at an exhibition is offering something new, making sure you stand out is an important consideration. What we realised at HydrogEn Expo this year is that it’s not necessarily the biggest stands that attract the most attention; rather it’s the ones featuring products, scale models, or multimedia displays that pique visitors’ interest and spark conversations. The signage is also really important. If you have a product that’s unique or patented and solves an important industry challenge, make sure anyone walking past your stand can see that at a glance.
Final thoughts
HydrogEn Expo 2024 highlighted not only the incredible potential of hydrogen as a key to a sustainable future but also the PR strategies businesses must take in new or emerging markets. Exhibitions in these sectors are about far more than immediate sales; they’re about building understanding, partnerships, and long-term industry credibility. From what we learned, well-crafted communication will be essential for establishing a foothold in the hydrogen market and companies that embrace storytelling, thought leadership, and collaboration will be best positioned to navigate complexities and thrive in this exciting new space.
Need help with your hydrogen PR strategy? Contact us today to discuss how communication can help you succeed in the growing hydrogen industry.
By Hannah Kitchener
Associate Director
About the Author
Hannah is an associate director based in the UK, who leverages her strategic, campaign management, and written content creation expertise to support clients in the construction, energy, and materials handling sectors across Europe, the Middle East and Africa (EMEA). With a professional qualification in Journalism from the National Council of Training for Journalism in the UK, Hannah has strong interviewing and writing skills that enable her to craft compelling content for clients across multiple platforms. Her experience and knowledge of the construction, energy, and materials handling sectors, meanwhile, have helped her build a strong network of trade media contacts across the EMEA region, enabling her to secure meaningful media coverage for clients. In addition to her journalism training, Hannah’s academic qualifications have further honed her ability to communicate across cultures and languages. Having studied French and German at BA level, and with an MA in Translation, Hannah has a passion for inter-cultural communication, which is invaluable to SE10 in executing PR campaigns across multiple markets and in several languages.
