Just one month ago, Adrian Hiel stepped into his role as the very first Director of the Electrification Alliance. Originally from Canada but a long-time Belgian resident, Adrian describes himself as a “storyteller”. In this new role, he will share the “exciting story of electrification” and what it can bring to European citizens, businesses, and industries. Find out more about his journey, his goals for the Alliance, and the key role electrical contractors play in making electrification happen.

Could you start by telling us a bit about your background and what motivated you to take on the role of Director of the Electrification Alliance?

I’m originally Canadian, but I’ve been living in Belgium for twenty one years now. I trained as a journalist, which gives me a great understanding of how to tell stories. And to me, the story of electrification is the most exciting and interesting one for the next decade.

On a personal note, in 2015 I set myself a goal of to electrify my life switching to electric transport, heating, installing solar panels… but I’m not there yet. It hasn’t always been a smooth ride, but I will achieve that goal before the end of this year, which I think illustrates very clearly the fact that electrifying today compared to 10 years ago is a much easier, more cost effective, more interesting option than it ever has been, and I think a lot of people and businesses are going to come to that very same conclusion.

This is the first time ever that the Electrification Alliance appoints a Director. What is your vision for the Alliance over the coming year?

I want everyone to realise how much electrification can help with some of Europe’s biggest challenges: competitiveness, energy security, affordability, and more.

And I also want them to be aware of the incredible changes Europe has already accomplished in the last few years. We’ve radically changed our electricity system and, thanks to that change, we’re now in a position to radically change our whole energy system.

The Alliance publicly celebrated the Commission’s announcement of an upcoming Electrification Action Plan, which we had been advocating for. What are your expectations for it?

The Electrification Alliance has already published a document outlining concrete recommendations for the Action Plan to really drive electrification and improve lives and the competitiveness of businesses in Europe.

Besides the recommendations included in our document, one additional thing I would love to see is a focus on rural electrification, because the potential there is even higher than elsewhere. Rural families spend much more on transport, and many still struggle with high bills from using internal combustion cars or heating oil or LPG for their homes. Electrifying rural areas and promoting electric vehicles (EVs), heat pumps, and solar panels in combination can help them significantly lower their costs and improve their quality of life.  That’s why I’d love to see a real focus on helping rural areas achieve their potential.

You mentioned that electrifying has become easier over the last decade, but do you still see some barriers to electrification in Europe today?

Of course, there are still barriers, but none of them are insurmountable. The barriers themselves depend on where you are, as different countries face different challenges, but the overall financial case for electrifying is much more compelling.

Whether it’s double taxation on energy storage, a lack of smart meters, or restrictive permitting rules for renewables, these are issues that will be tackled in the coming years.  As we overcome these barriers we’re going to see more sectors electrifying faster and an overall acceleration of electrification.

The Alliance represents all segments of the electrification value chain, down to the most downstream link: electrical contractors, represented by EuropeOn. What is your perspective on the role of electrical contractors in electrifying Europe?

Electrical contractors are the ‘unsung heroes of electrification’. On a really fundamental level, electrification doesn’t happen without them. I can’t install solar panels or an EV charger at home without an electrical contractor. We can’t build the grid we need without electrical engineers and line workers. In short, electrification wouldn’t happen without the men and women who have the skills to do all of this work safely and efficiently.

Despite their relevant role, currently electrical professionals are among the professions facing the biggest shortages in the EU. What’s your perspective on this issue?

To attract more talent to the sector, we need to help people understand just how in-demand these professionals are. We need to make sure that the jobs are desirable themselves, and that people know that they can work in their neighbourhood, in their community, making good money, helping people. They can be their own boss or they can work for a larger organization. And that’s a really compelling set of criteria for starting a career in any sector.

If my two boys decide that they want to be electrical contractors, I’ll support them 100% because I think it’d be a really great way to make a living.

Is there anything else that you’d like to add?

The benefits of electrification for Europe are enormous, especially in today’s geopolitical context. We’ve done the work over the last 20 years to put ourselves in a position where we can grasp those benefits, and now we can see them ahead of us. We just need to stretch and reach them.

The idea that we can invest in European energy for European homes and industry -instead of sending almost 400 billion euros a year for energy to countries that aren’t our friends-, is an incredibly exciting thought. And I don’t know how someone wouldn’t be excited about the prospect of that kind of a shift.