Championing the future of clean energy

Scottish Renewables is the voice of Scotland’s renewable energy industry, championing the companies and innovation driving the transition to a net-zero future.

The Requirement

Scottish Renewables, the trade body for Scotland’s renewable energy industry, commissioned Genoa Strategy to assess and validate its current membership offering. In a period of heightened scrutiny and sector evolution—shaped by post-COVID recovery, shifting policy priorities, and increasing media focus—the organisation sought to ensure its services remained relevant, valued, and aligned with member expectations. The key aim was to future-proof its customer value proposition and strengthen its membership strategy.

Our Approach

Genoa Strategy designed and delivered a two-part research programme. First, a comprehensive survey was developed and distributed to Scottish Renewables’ existing member base. This was complemented by a series of one-to-one interviews with both current and former members, ensuring a deeper understanding of perceptions, needs, and potential areas for growth. The insights gathered were analysed and consolidated into a clear, actionable research report highlighting key trends and priorities.

The Result

The final report equipped Scottish Renewables with strategic clarity on how to evolve its membership model. We identified opportunities to increase member retention and acquisition, provided guidance on boosting membership revenue, and outlined the policy areas members most want the organisation to influence. The work has helped inform a refreshed direction – ensuring Scottish Renewables continues to offer relevant, high-value support to the organisations shaping Scotland’s clean energy future.