Renewable energy is now the cheapest form of energy in many countries, including the UK.

The cost of wind and solar power has dropped off a cliff, while the cost of gas and coal are volatile and currently extremely high. And nuclear remains expensive. The clean and sustainable option is now also the most economical option.

And yet, many people just can't seem to believe the good news.

What's the catch? Psychological blockers to the energy transition

There are plenty of challenges in the energy transition.

From making the grid flexible enough to work with variable power, to the vice-like grip of the fossil fuel lobby, to ensuring a Just Transition for oil-rig workers, there are many issues that experts are working to solve.

But I want to talk about a different kind of issue I've observed.

This isn't technical or economic or even political really. This challenge lives in the realm of psychology and communication.

People aren't used to the better option being cheaper

Better = higher price tag.

People are used to this equation and become suspicious when it appears otherwise. If it's cheaper, what's wrong with it? If it's better, it can't really be cheaper. And if it really was both cheaper and better, then everyone would already be doing it, right?

I think this is why so many people can't accept that renewables are really the cheaper and better energy source.

They're suspiciously wondering, "what's the catch?"

How do we get them to understand the only 'catch' is we have to completely overhaul our energy system? It's not easy. But it's the deal of the century.