Column | From hype to progress: what will it take to unlock long-term hydrogen demand?
Hydrogen has moved beyond the peak of its hype curve. A few years ago, it was pitched as the answer to every decarbonisation challenge. Now, the narrative is evolving – and rightly so.
The sector is shifting from ambition to action. With that comes a more grounded view of where hydrogen makes sense, and where it doesn’t. That may feel like a slowdown, but I also view it as a sign of sector maturity. We’re beginning to focus efforts where they can have the greatest impact.
Demand first: stop over-focusing on production
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