Europe’s green transformation is often discussed in terms of technologies, investment plans, and regulatory milestones. Yet the real test lies elsewhere: in whether citizens feel included, informed, and empowered in the changes reshaping their lives. A recent assessment of just-transition communication practices makes one point unmistakably clear: the transition will succeed not because of what governments design, but because of how societies engage. Communication is no longer a secondary function of policy—it has become one of its core pillars as a  new analysis from the Just Transition Stakeholder Engagement Working Group of DG REGIO underlines (Adapting the Just Transition Mechanism to the needs of regions in transition, DG REGIO’s Just Transition Stakeholder Engagement Working Group 2025)

The survey, conducted across regions, institutions and civil society organizations involved in the shift to a sustainable economy, reveals a striking contradiction. While awareness-raising and public support are universally recognized as essential, those most directly affected—workers in legacy sectors such as coal, fuel and heavy industry—are often not the primary targets of outreach. Instead, communication tends to focus on the general public, SMEs and youth. This paradox is telling: Europe frequently speaks about the transition before it speaks with those who stand on its frontline. The study  highlights how communication itself is changing. Social media remains dominant, but the strongest impact comes from authentic, human stories—real testimonies from families, workers, and communities navigating change. Citizens connect with relatable experiences, not technical details or polished messaging. This is why regions that invest in storytelling, community reporters, and participatory media often see higher levels of trust and engagement.

At the same time, misinformation remains a serious challenge. Most organizations prefer proactive transparency rather than chasing falsehoods. Yet one in ten admits to having no strategy at all for countering misleading narratives—a glaring vulnerability in an information ecosystem where conspiracy theories and economic anxieties move faster than institutional responses. The most persistent obstacle, however, is structural: nearly 60% of organizations lack the resources to communicate effectively. Without skilled staff, funding, and locally embedded networks, even the best-designed transition policies fall flat. The report rightly urges policymakers to treat communication as infrastructure—not as a decorative cost, but as a core investment for social cohesion.

Where do we go from here? Europe—and Greece in particular—needs a new model of stakeholder engagement. This means moving beyond traditional consultations toward genuine co-creation. Across Europe, “participatory design hubs” are emerging: spaces where citizens, scientists, businesses and local authorities jointly design solutions, simulate scenarios, and test ideas before implementation. For our lignite regions, such hubs could become living laboratories of the transition rather than passive recipients of decisions.

Citizen assemblies with real decision-making power offer another promising avenue. Countries like France, Ireland and Finland have shown that small, representative groups of citizens can produce more legitimate, grounded, and socially supported outcomes than conventional public consultations. Greece has an opportunity to embed such deliberative processes into its transition roadmap.

Equally important is the role of local media. Instead of viewing journalists merely as messengers, regions should treat them as strategic partners. Local Media Partnerships, community press hubs, and mobile journalism units can strengthen reporting on the transition, counter misinformation, and ensure communities receive contextual, fact-based coverage. This aligns naturally with ongoing initiatives of the Peace Journalism Lab and DCN Global which already build capacity for responsible, community-driven reporting.

New tools offer fresh possibilities: “transition narrative incubators” helping municipalities craft culturally resonant storytelling; digital twins enabling citizens to visualise future projects; and immersive VR/AR experiences that make abstract infrastructure tangible. These methods demystify change and help citizens understand—not fear—what lies ahead.

The broader message of the DG REGIO report is clear. Europe has built the policy frameworks, investment tools and technological pathways for the green transition. What is missing is the social architecture. Stakeholders express general satisfaction with collaboration, but rarely enthusiasm. Trust remains functional rather than emotional. Yet transitions of this scale require not just agreement—but commitment.

The just transition is ultimately a democratic project. Its legitimacy depends on whether citizens feel seen, heard, and included—not occasionally, but continuously. Greece and Europe must seize this moment to forge a new social contract—one that recognises that the green shift is not an environmental adjustment but a societal transformation.

If we fail to engage people meaningfully, the transition will stall. But if we bridge the communication gap with innovation, inclusion and trust, Europe can build a future that is not only greener—but fairer, stronger, and shared by all.

Nikolaos S Panagiotou is a Professor, Peace Journalism Lab, School of Journalism and Mass Communications, Aristotle University of Thessaloniki

Konstantina Togkaridou is a Just Transition Ambassador, Chair of Working Group on Stakeholder Engagement and  Equal Opportunities, DG Region, JTPeerExpert