When Tim Crook, Regen’s Head of Demand and Flexibility, set out on his Churchill Fellowship, he wasn’t looking for technical fixes. He was chasing a bigger, trickier question: how do you get people to care about something as invisible and abstract as Demand Side Response?
Instead of graphs and incentives, he went looking for creativity — from theatre companies to public art, from playful installations to participatory storytelling. Along the way he discovered that sometimes the best way to talk about the grid is to stop talking about it directly, and instead create experiences that surprise, delight, and invite people in.
Over several weeks in the US, Scandinavia, Spain, and Australia, Tim explored examples of public engagement in energy and climate. He discovered that while creativity is common in climate communication, in the energy sector it is rare — and often hidden behind technical processes, gatekeeping, and industry silos.
“Energy is invisible, complicated, and usually kept behind the curtain. But everyone uses it. Everyone owns the system. That’s something to celebrate.”
Tim’s interest in creativity runs deep. Outside work he plays in a band and repurposes old objects into something new. This mindset — valuing process over product — shaped his approach to the Fellowship.
“The value is in the journey. You don’t get moments of inspiration without the 90% that’s flat or frustrating.”
He was particularly inspired by an incident in California where a simple text message asking residents to reduce demand averted blackouts — without financial incentives. The public responded out of a sense of shared responsibility.
“That’s the NHS effect — feeling part of something bigger. If people see themselves as part-owners of the energy system, they’re more likely to act for the good of all.”
While creative engagement in energy was scarce, Tim did find inspiring examples:
He also noted cultural differences:
Tim identified several obstacles holding back creative collaboration in energy:
“Not every value in the energy system needs to be measured in money. Celebrating the system itself is reason enough to be creative.”
Tim’s recommendations for reframing DSR messaging are rooted in human connection:
“Everyone has a stack of reports they mean to read. Mine got read because it looked different — and was fun.”
The Fellowship gave Tim confidence in his own perspective and the courage to make recommendations outside the safety of an organisational brand.
“I had to stand by my own ideas. It was scary, but empowering. The aim wasn’t to change the world overnight — just to offer a different lens.”
His playful, visually distinctive Fellowship report was shared widely, invited speaking engagements (including Ofgem), and helped position Regen in the growing space where behavioural insight meets flexibility.
Tim dreams of more tangible, creative tools for public energy engagement:
“Art, creativity, and openness are the keys to unlocking public connection with energy. If we can do that, we can give people real agency on climate change.”
You can read Tim's report here
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