Letter from London: Hydrogen hits peak hype
A new realism is shaping the ambitions of the clean hydrogen industry after years spent overstating its decarbonisation potential
Hydrogen’s potential to decarbonise each and every corner of the economy has been talked up relentlessly in recent years. Now, that overly bullish narrative has given way to a new pragmatism. There is a narrower focus on applications in sectors where hydrogen is the only viable option for decarbonisation. “We have reached peak hype in the hydrogen sector and are now at the point of realism,” Frederik Beelitz, advisory principal at energy consultants Aurora, told the recent Aurora Hydrogen Conference in London. Industry and mobility are now by far the largest target markets for hydrogen projects through 2030, although the scale of projects aimed at industrial offtake is far larger. “Industry
Also in this section
4 February 2026
Europe’s largest electrolyser manufacturers are losing patience with policymakers as sluggish growth in the green hydrogen sector undermines their decision to expand production capacity
2 February 2026
As a fertiliser feedstock, it is indispensable, but ammonia’s potential as a carbon-free energy carrier is also making it central to global decarbonisation strategies
28 January 2026
The development of hydrogen’s distribution system must speed up if the industry is to stand any chance of grabbing a meaningful slice of the low-carbon energy market
14 January 2026
Continent’s governments must seize the green hydrogen opportunity by refining policies and ramping up the development of supply chains and infrastructure






