A New Face for Nuclear Energy
New technology and the challenge of climate change provide an opportunity to rebrand the most misunderstood energy source.
Nuclear energy has a branding problem. Over 80 years since its discovery, it has been pushed to the fringe of mainstream energy sources, tainted by decades of public fear and misinformation. Yet, as one of the cleanest and most efficient energy sources today, it’s gearing up for a resurgence. With tech giants like Meta and Google investing billions into nuclear innovation, the industry has an opportunity for a major rebrand that harnesses the environmental and innovative power of nuclear energy.
For most, nuclear power is synonymous with disaster. The Chernobyl meltdown of 1986 and the Fukushima Daiichi incident in 2011 have cast long shadows over the technology and its legacy. These events triggered widespread public distrust that impacted the trajectory of the energy sector. The panic that ensued after Fukushima resulted in Germany’s snap decision to phase out nuclear energy altogether. By 2023, the last German power plant was closed, despite natural gas shortages in the region. These events create perceptions of nuclear power as dangerous, unethical, and uncontrollable. Perceptions that are reinforced in Hollywood, where nuclear power is the perfect villain. From Mr. Burns, the nuclear power plant owner in The Simpsons, to the critical acclaim of HBO’s Chernobyl, and the 2023 box office success of Oppenheimer, nuclear energy's bad brand has achieved longevity in popular culture. These narratives have been effective at overshadowing the reality: that nuclear energy is extremely safe. Especially in comparison to fossil fuels.
In decades of commercial nuclear operation, the Chernobyl and Fukushima incidents remain outliers. Nuclear energy ranks among the safest energy sources with the lowest mortality rates, comparable to other renewables like solar and wind. Fossil fuels however contribute to millions of fatalities annually, largely due to air pollution. Public distrust has created the perception that nuclear energy is not only unsafe but unclean. A 2022 study found that the majority of respondents worldwide believed that nuclear power plants produce significant amounts of CO2. In reality, they produce zero. This is not to say there are no downsides to nuclear power. Radioactive waste disposal and the high costs of building nuclear facilities are legitimate concerns that will need to be addressed. However, the primary barrier to nuclear’s widespread adoption is not its actual risks but its damaged public perception. A bad brand has stalled the adoption of nuclear power, at the expense of our climate. Innovations that move away from dystopian, vapour emitting power plants towards a modern version of nuclear energy have the ability to change this narrative. This modern version is made a reality through the development of small modular reactors (SMRs).
In recent months, tech companies have played a major role in reigniting innovation in the nuclear energy sector. With increased investment in artificial intelligence, tech companies require reliable energy sources that can power their businesses at scale. Microsoft, Google, and Amazon have recently made deals with reactor developers, transitioning away from other energy sources, and towards the development of Small Modular Reactors (SMRs). In 2023, despite pledges to reduce their environmental footprint, Microsoft’s CO2 emissions had risen nearly 30% since 2020 due to the astronomical energy needs of expanding data centres. This number is expected to rise significantly with the growth of ChatGPT and increased competition in AI innovation. Unlike traditional power plants, SMRs are compact, transportable, and can produce a third of the energy of a full scale nuclear power plant. They even have the ability to function off-grid. This makes the technology an ideal product to support the growing energy needs in the tech sector.
SMRs offer an energy solution that is emissions-free, always available, and is giving nuclear energy a new look. Their small design and ability to work off-grid provides an updated image to the sprawling dystopian power plants of Chernobyl and Fukushima, and can be the first step in garnering public support for nuclear adoption policies. The Canadian Government has a unique opportunity to be a part of this adoption, through its major investments in the future of nuclear. In July 2023, the Ontario government announced plans for three additional SMRs at the Darlington nuclear site, making it the first jurisdiction in North America to embrace the technology at scale. Last week, the Ontario provincial government announced talks with the municipality of Port Hope and Williams Treaties First Nations regarding the possibility of producing the largest nuclear power site in Canada. Ontario Power Generation (OPG) estimates the plant could have the ability to power 10 million homes. Not only can these technologies be used to reduce GHG emissions, they have the ability to meet Canada’s growing energy needs, and to be deployed off-grid in our most rural communities to power critical infrastructure projects.
Nuclear energy has the potential to redefine Canada’s clean energy landscape and support global technological advancements. But it won’t happen without a concerted effort to rebuild public trust. Governments, tech companies, and local communities must collaborate to demystify nuclear technology, promote its safety record, and showcase its environmental benefits. If the nuclear energy sector can shed its tainted image, Canadians will be able to imagine a future where nuclear energy powers their homes, businesses, and hospitals. Without a new brand, the benefits of nuclear energy might be confined to private industry alone. In 2025, nuclear energy doesn’t just need a new face, it needs a new story.
Tess Corkery is a Deputy Editor for The Bell and a dedicated public servant with a strong ambition to shape what our governments can achieve through public policy. Originally from Ontario, Tess studied Professional Communications at Toronto Metropolitan University and Nanyang Technological University in Singapore. During the pandemic, Tess began her career in the Federal Public Service, where she has since played a key role in enhancing digital service delivery through her background in UX design and policy implementation. By joining the Max Bell School, Tess aims to deepen her understanding of policy development and contribute to transformative changes in our public services.
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