When the 27 most powerful men and women in Europe signed up to ambitious targets for increasing the use of renewable energy, the great and the good were quick to herald a breakthrough in the long-term challenge of sustaining our global environment.

Germany of course, along with Spain and Denmark, are considered leaders in the use of wind and solar (PV) energy, and amongst those setting a pace toward the EU's target of 20% of energy supplies from renewable sources by 2020. Unfortunately, for other signatories the progress is not so good. The UK Government for example has stated that the UK is “slightly behind the course needed to meet this aim”. That is political speak for saying the UK will not meet the 20% renewable energy target. And they are not alone amongst the 27 member states of the European Union.

Communication with the NIMBY set

Whether in London, Milan, Munich or Paris, ask anyone in the street if a more sustainable future is a good thing for any country and the survey will boast massive ratings for a cleaner greener future. Ask the same people if they want a wind farm in their village and the pollsters will report massive opposition.

In the UK for example, well organised and extremely vocal groups of residents, who have a tendency to oppose any new development in their community, are delaying – or sinking altogether – countless wind energy projects that would otherwise play a leading role in meeting the 2020 renewable energy target. The wind industry is faced with such opposition in many countries, so how can it ever reach a point where any target subscribed to by Heads of States are achievable?

Too often the wind farm sector fails to effectively communicate the inherent benefits that its projects hold. Despite the constant drip feed from the media – warning of impending global environmental disaster – it is still difficult to win the wind farm siting debate based on this argument.

The wind farm industry is an easy target for opposition. Scare stories about noise levels and killing of birdlife are compelling arguments to oppose the development of wind farms, and also make for great local newspaper headlines. But despite certain problems being recognised – and addressed by the wind industry – many claims border on the urban myth rather than exist as factual information; wind farms are virtually silent and in the UK the RSPB (Royal Society for the Protection of Birds) has long supported the vast majority of such planning applications [for a further investigation into this topic, see renewable energy focus July/August 2007].

Wind consultation: addressing the claims sensibly

Hopefully, the solution to such exaggeration of perceived problems isn't far away. In any planning system, anywhere in the world, consultation is king, or should be. Whatever the local planning regulations in any country you care to mention, ignoring the 'community view' is a sure fire way of making life extremely difficult.

And far from being a hindrance, public consultation can save the wind industry a great deal of time and money in the long term; carefully planned strategic consultation can motivate, support, and deliver a valuable development. In fact, in the past, many wind developers thought of consultation as, at best, a nuisance or at worst, an expensive nuisance. But by engaging early and intensively with communities and their representatives, there is an ability to bring speed into the system.

Planning the approach

It is important to be clear about the levels and the aims of the participation from the outset, and everyone must be aware of each other's boundaries, agendas and pressures. In any situation there will be limits to how far decision-making can be delegated. Also, different levels of engagement will be appropriate at different times and places and stages.

The key to any consultation process is buy-in from those who require or request consultation:

• A prefabricated exhibition in a hotel suite remote from the heart of the community will not work;
• If it is open at the wrong times, on the wrong weekend, then it will be disregarded;
• If the consultation is not seen to be fair – it is not fair.

With community participation it is important to ensure that the method of involvement is suitable. If it is not, and the wrong form is taken, then both sides lose. This is again where the community you are consulting can lead – where is the best place?, how best can we consult?, who are the key people we need to motivate?

Consultation is often projected as a tick-box exercise. It is not, and never should be. Each wind farmproject is totally different and needs a mix of strategies designed to reflect the project, and communicate with the communities involved. Programmes that have been regularly run include exhibitions, steering groups and community workshops.

Consultation is not an optional bolt-on. It provides far-sighted companies with the opportunity to enhance their reputations and get faster planning permissions. Through the effective engagement with key stakeholders, the 2020 target will become an achievable milestone in the journey towards the sustainable future that we all support.