Interview with NVDE’s energy transition strategist – Joris Wijnhoven: how NVDE succeeds in putting the sustainable transition on the local agenda

The energy transition is no longer a topic limited to large cities. While the media and policymakers often focus on frontrunners such as Amsterdam, Rotterdam, or Utrecht, it is precisely the medium-sized and smaller municipalities that form crucial links in the implementation of sustainable policy. Whether it concerns grid congestion, heat networks or decentralized generation, the energy transition affects everyone.

This realization is also beginning to sink in among municipalities themselves. Whereas three years ago it was thought that the Climate Agreement provided sufficient direction, it is now clear that municipalities themselves must make the difference. Public Matters spoke with the Dutch Association for Sustainable Energy (NVDE) about their lobbying strategy in the run-up to the 2026 municipal elections. ‘Municipalities are increasingly aware that it is their turn to act,’ says Joris Wijnhoven (Energy Transition Strategist at NVDE). The urgency of the moment, partly driven by the Ukraine crisis, high energy bills and an overloaded power grid, is creating a new dynamic in the local playing field.

A broad network for a broad playing field

The NVDE actively responds to this with a remarkably broad approach to municipal lobbying. ‘Politics is unpredictable, and you never know which party will become the largest,’ they say matter-of-factly, so they choose to include everyone. Thanks to an AI-driven tool, all municipal email addresses have been mapped out. ‘With the help of this centralized file, we can reach all election programme committees in the Netherlands at once,’ explains Joris. ‘This way, we ensure that no one is left out of the conversation about sustainable energy.’

The response has been overwhelmingly positive: election programme committees are responding, registrars are forwarding messages, and programme working groups are asking the NVDE for further clarification. The approach is proving particularly effective in larger cities, where people are already busy drawing up election programmes.  In doing so, the NVDE is proving that a structured approach, however broad, does not have to be at the expense of effectiveness. ‘We are sometimes even surprised by the level of involvement. Many municipalities are asking for additional background information or a local approach to their situation.’

But this does not mean that the NVDE can now sit back and relax. While the use of AI helps to spread the message widely and quickly, it is ultimately people themselves who engage in conversation with municipal councillors, organize election debates or submit substantive proposals for coalition agreements. Personal contact, political interpretation and strategic timing remain human tasks. This is precisely where the NVDE makes a difference: by linking digital reach to substantive expertise and active involvement in local political processes. In this way, not only is reach achieved, but real influence is also exerted on the course of local climate policy.

A different language than in The Hague

Whereas normal lobbying usually revolves around technical substantiations, policy calculations and legislative proposals, the approach to influencing an election programme is fundamentally different. It is not the details that are central, but the voter. ‘What is the voter’s problem, and what can a party do about it locally?’ That reversal, thinking in terms of relevance to the voter rather than relevance to policy, is essential. ‘Above all, we want councillors to understand how sustainable energy works for their residents,’ Joris emphasizes.

This also requires a different tone in the message. No jargon, but clear language. Not the question “how does it work?”, but “what can you do with it?”. And above all: not the energy expert as the target group, but the local councillor who wants to serve his constituents. It forces the NVDE to translate their own work into substantive terms, and that is precisely what makes this approach so valuable.

Broadening themes, reinforcing urgency

In terms of content, the NVDE sees a clear broadening of themes. Whereas three years ago the emphasis was still strongly on general sustainability goals, the playing field has now become more complex and concrete. Grid congestion, affordability of gas bills, heat networks, the link with housing construction: these are all topics that are not only urgent in terms of policy, but have also gained political traction.

The NVDE sees opportunities to put these themes on the agenda, particularly within the municipality. Although the broad political lines are set in The Hague, it is often possible to exert more direct influence at the local level. Municipalities are responsible for implementing policy and are open to concrete solutions. This makes them a logical and strategic partner for the NVDE. At the same time, the national playing field is by no means ignored. ‘The results of the upcoming elections will have local consequences in any case, although it is still unclear exactly how the balance of power will shift.’ That is why the NVDE is also putting sustainable energy on the national agenda, with a clear link to local policy. For example, decentralized generation and storage are presented as an indispensable building block for new housing construction. ‘Smart energy networks that match supply and demand locally are essential to limit grid congestion and create extra capacity on the electricity grid.’

Conclusion: local energy has a national impact

The NVDE’s approach is an example of how national ambitions only become reality when they are anchored locally. In a political landscape where it is impossible to predict who will be the biggest player, a broad and strategic network is not a luxury, but a necessity. The AI tool helps with this, but the real work lies in translating abstract transitions into concrete election issues.

And the NVDE succeeds in this with conviction. Not by broadcasting, but by thinking along. Not by pushing, but by being relevant. And perhaps most importantly: by understanding that the energy transition is not only taking place in The Hague, but certainly also at the town hall.