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Lessons from the nuclear sector in changing public perception

  • Hannah Kitchener
  • Associate Director
  • May 29, 2025

At the inaugural Nuclear Power Expo in Piacenza, SE10’s team discovered a sector reshaping its narrative and winning hearts and minds. From student engagement to strategic outreach, the nuclear industry is showing how bold, purposeful communication can change perceptions – and offers powerful lessons for any industrial brand seeking to do the same.

When my colleague Jack Porter and I walked into the inaugural Nuclear Power Expo at Piacenza Expo, we didn’t know quite what to expect. It was the first exhibition of its kind in Italy – a country as of 2025 with no active nuclear power plants – but the people we met, the conversations we had, and the conference sessions we attended made a big impression.

As a specialist industrial communications agency working in construction, energy, and manufacturing, SE10 supports the organiser Mediapoint & Exhibitions in promoting this new event to international audiences. We were there to get under the skin of the nuclear industry and understand how this long-established sector is working to redefine its place in a net-zero future. What we found was a vibrant, passionate, and forward-looking community of experts – keen to share knowledge and challenge old assumptions.

And, perhaps most importantly, we found a communications story worth telling.

Nuclear is having its moment - again

Nuclear power is re-entering the global conversation. The International Energy Agency (IEA) forecasts a record year for nuclear electricity generation in 2025. Over 70 GW of new nuclear capacity is currently under construction, and more than 40 nations are exploring expanded programmes.

This momentum was reflected at Nuclear Power Expo. While the exhibition floor was compact, the conference rooms were packed. In many sessions there was standing room only. Topics ranged from next-generation  SMRs (small modular reactors) to the cybersecurity of critical infrastructure — but a consistent thread ran through every discussion: nuclear must be part of the solution to climate change.

And increasingly, it seems, more people agree.

Seminar on nuclear fusion sharing experiences from the ITER Project.

Changing attitudes: government, students, society

One of our biggest takeaways from the event was the evident shift in public and political attitudes towards nuclear power.

Governments are reassessing their energy strategies. Countries that once shut down their nuclear plants are now considering revivals. Belgium has recently repealed its planned nuclear phase-out, while Italy, Germany, and Denmark are all looking into potentially restarting nuclear energy programmes.

Energy independence and net-zero commitments are driving these decisions. With 2050 closer than we think, time is running out to scale up clean, reliable base-load energy.

Young people are also showing curiosity. Exhibitors told us about increased interest from university students and professors – many of whom attended the expo. There’s a noticeable shift towards nuclear engineering as a desirable and meaningful career path, driven by a sense of purpose and a growing awareness of nuclear’s potential in tackling climate change.

The general public, too, is slowly but surely coming around. Decades of fear are being met head-on by today’s industry advocates. They are not just designing reactors — they’re rebuilding trust.

Communication lessons from inside the sector

Among the most compelling conversations we had were with representatives from Women in Nuclear (WiN). They weren’t just there to support greater gender balance in the sector – though that’s a hugely important mission – they were also on the frontlines of reshaping how the public thinks about nuclear energy.

They shared how WiN is working with schools, universities, and communities to demystify nuclear and make it accessible. They told us about their outreach efforts, their collaborations with educators on social media, and their drive to put real people – especially women – at the forefront of the conversation. Their message was clear: when people understand the science, see the people behind it, and recognise nuclear’s role in solving the climate crisis, perspectives start to change.

This is smart, strategic communication – and it’s working.

What industrial brands can learn from nuclear

The nuclear industry’s communications challenges are, arguably, more extreme than those faced by other industrial sectors. It has had to confront public fear, political resistance, and a deeply ingrained image problem. And yet, it is turning the tide.

So, what can others learn?

  • Lead with purpose. Nuclear advocates aren’t just talking about technology – they’re talking about planetary survival. Purpose builds trust and mobilises support.
  • Tell human stories. Seeing the people behind the industry – especially young professionals and women – makes nuclear relatable and credible.
  • Educate, don’t just inform. Public engagement isn’t about pushing messages. It’s about listening, explaining, and inviting people into the conversation.
  • Start early. The attention from students at Nuclear Power Expo shows how important it is to reach the next generation now, not later.
  • Be brave. Changing perceptions takes time, and it requires facing tough questions head-on. The nuclear industry isn’t shying away from its past – it’s learning from it and building a future.
The exhibition floor starts to fill up.

A new chapter for nuclear – and for the expo

As the nuclear renaissance gathers pace, Nuclear Power Expo is well-positioned to grow into an influential meeting place for industry, policymakers, and communicators alike.

For us at SE10, it was a timely reminder that powerful communication can drive real-world change – even in the most complex and technical of sectors. It also reaffirmed something we often say to our clients: if you want to change the world, you have to change the conversation first.

Need help communicating complex technology or shifting perceptions? Get in touch to see how we can support your goals.

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