The Campaign

Buy Green.
Buy European.
Build Local.

Not a green argument. An economic one.

Buy
Green.

The numbers work today. Not in five years when the technology matures. Not after the next subsidy round. Today, at commercial rates, without government support.

A household that installs solar, a battery, and switches to a heat pump is cash-flow positive from month one at current electricity prices. The gas price crisis made that calculation — and nobody told you.

The fastest way to stop money leaving your community is to stop burning something imported to heat a building you own. Every pound spent on gas is a pound that doesn't circulate locally. Every unit of solar is a pound that does.

The problem is not that green technology is expensive. The problem is that the financing system was designed before it got cheap — and nobody updated the system.

Buy
European.

European batteries cost 56% more than equivalent batteries manufactured in Asia. That is not a technology problem. It is a scale problem. And scale problems are solved by procurement, not by waiting.

The €800 billion spent stabilising European energy markets in 2022–23 went largely to energy companies, gas suppliers, and financial intermediaries. Almost none of it went to building the manufacturing base that would prevent the next crisis.

Coordinated public procurement at European scale — the same mechanism used for vaccines, for defence, for agriculture — closes the battery price gap within three years. The decision is political, not technical.

Europe has spent a fortune on the crisis. It has spent almost nothing on making itself less vulnerable to the next one. That is a choice, not a constraint.

Build
Local.

Denmark understood this forty years ago. The community wind cooperatives that were built in the 1980s — often on marginal agricultural land, owned by the farmers and villagers who lived nearby — still generate returns that stay in the communities that built them.

The economic multiplier of locally-owned energy is two to three times higher than grid energy purchased from a distant supplier. The money circulates. It pays local wages, local suppliers, local maintenance. It doesn't leave on a wire to a shareholder in another country.

The transition to clean energy is an opportunity to redesign who owns the infrastructure. That decision is made once. It is very hard to reverse. Communities that own their energy supply are not vulnerable to the next gas crisis. Communities that buy their energy from a distant corporation are.

The question is not whether the energy transition happens. It is happening. The question is who owns it when it does.

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Buy Green. Buy European. Build Local. Not a green argument. An economic one. The money leaving European communities in fossil fuel payments every day would fund the transition several times over. The technology is ready. The financing instruments exist. The only thing missing is the decision. inthedarkbook.com
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The 90-day plan. Every action. Every owner. Every deadline.
Using instruments that already exist.

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The Plan

90 Days.

Not 90 years.

Every action. Every owner. Every deadline. No new institutions. No legislation required for the first wave.

What is happening today — while you read this
0
gas boilers installed in Europe today
0
new fossil fuel cars sold in Europe today
0
gigawatt-hours of clean power wasted today
0
leaving European communities in fossil fuel payments today

Sources: ACEA, European Heat Pump Association, Aurora Energy Research, 2024–25

Wave One

Days 1 to 30

Decisions that cost nothing. Announcements that shift behaviour before they take effect.

Day 1
Every municipality
Send the letter
How — One-page energy guide emailed to every household and business. Solar costs and savings, loan available, local installer, community battery for renters.
Cost — Under £50,000 per municipality. Existing staff.
Result — Every household in the area knows the numbers. Most don't. This fixes that today.
Day 3
Every car dealer
Add the EV comparison to the finance screen
How — Side-by-side on every finance screen — petrol model versus EV equivalent, same monthly payment, three-year running cost. EV column loads first.
Cost — Development: weeks. Dealer group decision: one meeting.
Result — 36,000 car buyers a day see the EV number at the moment of decision. Today they don't.
Day 5
Every mortgage broker
Ask the energy question
How — One question added to every appointment: "Would you like to see what solar and a battery would add to this mortgage?" Default: show it.
Cost — FCA guidance: one letter. Training: half a day.
Result — 3,000 conversations a day in Britain alone that currently don't happen.
Day 7
National governments
Announce the levy removal
How — Green levies move from electricity bills to general taxation. Date the change. Announcement alone shifts purchasing behaviour.
Cost — UK full removal: £4.5bn/yr. Less than one week of the 2022 crisis.
Result — Electricity becomes visibly cheaper. Heat pump economics flip overnight.
Day 30
EU Commission
Announce the Iberian rule for Europe
How — Announce the gas price cap mechanism becomes permanent EU market design. Announcement alone shifts investment decisions.
Cost — Zero direct cost. Rule change, not subsidy.
Result — Every European electricity market begins pricing against the coming reform.
Wave Two

Days 14 to 90

Financing instruments that already exist, deployed at scale.

Day 14
Banks
Launch the green mortgage add-on
How — Solar, battery, heat pump, EV charger folded into additional secured borrowing at the mortgage rate. State half-point guarantee makes it commercially attractive.
Cost — State guarantee: ~£260m/yr maximum, only drawn on defaults.
Result — The cheapest green financing in the market at the moment households are already borrowing.
Day 25
Employers
Activate green salary sacrifice
How — EV, solar, heat pump added as standard benefit alongside pension. Existing salary sacrifice infrastructure. Zero cost to employer.
Cost — Zero cost to employer. Tax efficiency reduces employee cost 20–40%.
Result — Millions of employees access green financing through payroll they couldn't access individually.
Wave Three

Days 35 to 90

Regulatory decisions that cost nothing. Classification changes that move billions.

Day 35
Financial regulators
Classify batteries as infrastructure assets
How — FCA/ECB guidance: home batteries, heat pumps and EV chargers eligible for additional secured borrowing at infrastructure rates. One regulatory letter.
Cost — Zero fiscal cost. Regulatory decision only.
Result — Home batteries move from consumer credit (8–12%) to mortgage rates (4–5%).
Day 60
Housing associations
Board resolution: whole-stock solar
How — Every major housing association passes a resolution to install solar on all eligible rooftops using sovereign-rate green lending. ASTER model from Flanders — proven, ready to replicate.
Cost — Sovereign lending at 2–3%. Repaid from bill savings. Net positive from year one.
Result — The third of Europe that rents enters the transition.
Day 90
All actors
Publish the 90-day scorecard
How — Green mortgages issued versus last quarter. EV finance uptake. Municipality letters sent. Surplus absorbed versus curtailed.
Cost — Reporting cost only.
Result — The 90-day sprint becomes the 180-day sprint. Then the operating model.
What It Costs
Policy ActionAnnual CostType
Municipality campaigns~£50mExpenditure
Remove electricity levies£4.5bnTax shift — not new spending
Green mortgage state guarantee~£260mGuarantee — drawn on defaults only
EV finance rate guarantee~£100mGuarantee — drawn on defaults only
Battery infrastructure classification£0Regulatory decision
Iberian pricing reform£0Market rule change
Housing association solar lending~£300mSovereign loan — repaid from savings
Total annual cost — full programme~£6bn/yr

UK energy crisis — one winter: £150 billion.
EU total crisis spending 2022–23: €800 billion.
Years of this programme for the cost of one crisis: 25 years.
The subsidy lasted a winter. The debt lasts a decade.

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Eleven blogs. One case. All the evidence.