Comment: Hydrogen requires a long-term mindset

The transition to a net zero world demands bold, forward-thinking strategies, and this is no more evident than when it comes to green hydrogen.

At the moment, across western economies there is something of a disconnect – this is threatening to leave us behind in what could become the next great energy revolution.

Unlike the climate debates of the past, the challenge with hydrogen isn't primarily about overcoming policy hurdles or technical limitations – it's more about the reality of the market. The simple truth is that green hydrogen currently costs significantly more than conventional alternatives, in some cases between three and 10 times as much. Without regulatory mandates or meaningful cost advantages, market adoption will remain constrained.

This creates a classic infrastructure conundrum. Consumers won't adopt hydrogen technologies without accessible infrastructure, but infrastructure investment falters without clear demand signals. If you were offered a car but couldn't fill it up, you'd likely not take the car, even if it was free.

China shows what a proper hydrogen strategy looks like

Looking eastward provides valuable perspective.

China is in the midst of implementing a long-term hydrogen strategy through its five-year plans and is doing so with remarkable coordination given it serves a population of 1.3 billion people. Being so large, rather than a singular hydrogen strategy, it instead consists of a national strategy and a multitude of regional strategies, each tailored to local industrial strengths and resources.

Using this multi-layered approach, China is deliberately building hydrogen infrastructure ahead of consumer demand - rather than waiting for markets to mature organically - and has ambitious plans to expand its pipeline network to 6,000 kilometres by 2050.

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The Chinese approach encompasses more than simply driving economic development. It is a strategic bid for technology security and energy independence. We can see this in the way China is actively developing capabilities across the entire hydrogen value chain, from production and storage to distribution and end-use applications.

By contrast, western approaches have been more fragmented. This is because they are often constrained by shorter political cycles and hesitancy to commit to large-scale, long-term investments without immediate returns. This caution is understandable, but potentially costly in the long run.

A long-term mindset is needed

The strategic value of infrastructure investment should be viewed as a foundation for future markets. Just as countries would not have achieved mass electrification without building power grids first, hydrogen adoption requires infrastructure development ahead of widespread demand.

This is where western economies need to rethink their approach. The technologies needed for hydrogen infrastructure don't expire like perishable goods – they represent durable capital investments that will deliver returns over decades. More importantly, they help secure technological sovereignty in a rapidly evolving (and volatile) energy landscape.

For companies like ours, this presents both challenge and opportunity. Bramble’s printed circuit board fuel cell technology (PCBFC™) offers a scalable, cost-effective hydrogen solution that can be manufactured in PCB factories worldwide. Yet even the most innovative technologies require supportive infrastructure to reach their full potential.

How can the west move forwards?

To advance hydrogen infrastructure effectively, western economies should be considering several strategic approaches.

First, we need to extend investment and policy frameworks beyond electoral cycles to match the timescales of infrastructure development. Political short-termism has consistently undermined our ability to execute long-range energy strategies.

Second, although we can't match China's centralised approach, better coordination among western nations would create larger markets and shared standards. The European Union has shown promising initiatives, but these efforts need acceleration and expansion to include other western markets.

We must also focus strategic technology development on areas where western innovation can maintain competitive advantages, especially in areas such as advanced materials, system integration and specialised applications. The innovation ecosystem across the UK, Europe and North America remains world-leading but requires consistent support to maintain its edge.

Finally, we need market-creating mechanisms that enable creative ways to bridge the gap between current costs and market adoption. This could be achieved through initial subsidies that decrease as scale economies develop.

The experience with solar, wind and battery technologies offers some valuable lessons. These technologies scaled primarily because of significant market subsidies, with China playing a central role. Today, western manufacturers struggle to compete in these sectors despite pioneering many of the core innovations.

An energy-secure future

The hydrogen debate needs to be framed around energy security, technological sovereignty and economic resilience in a carbon-constrained future.

By developing hydrogen infrastructure ahead of market demand, western economies can create the conditions for innovation to flourish, maintain technological leadership and ensure energy independence. The alternative is to wait for perfectly aligned market conditions, and that risks sacrificing leadership in yet another crucial energy technology.

This approach requires unprecedented collaboration between industry, government and research institutions. At Bramble Energy, we're actively engaging with partners across sectors to develop integrated solutions that address not just the technology challenges but also implementation pathways.

The infrastructure we build today will determine the energy choices available tomorrow. The window for action remains open, but it won't stay open indefinitely.

Tom Mason is CEO of Bramble Energy