Oil refinery and gas processing plant


The opportunity in hydrogen

Hydrogen will play a significant complementary role to electricity in the transition to a net-zero energy system. It has potential application across a range of end-use markets, including industry and transport, and can enable international trade of clean energy. Deployment of hydrogen across the globe is gathering momentum and it is projected to meet 5-20% of final energy demand by 2050. Many organizations are wrestling with whether and where to play, how to build capability, and what should be the appropriate pace of investment given market immaturity and uncertainties.

How we can help

CRA and Marakon have established an integrated offering to assist companies and investors navigate and realize the opportunities in hydrogen. Our team consists of some of the world’s leading experts who can help address matters related to strategic, organizational, economic, regulatory and technical needs.

Our focus areas

  • Strategic direction setting

    Advisory and thought partnership on foundational choices and implications:

    • Why hydrogen (role in strategy)
    • When to invest (lead v. fast follow)
    • Where to play (value chain, technology, end-markets, regions)
    • How to win (capabilities, “big bets”)
  • Business / Project build support

    Strategic PMO support in business development and commercialization:

    • Mobilization and initial acceleration
    • Investment case development
    • Commercial construct and partnership model development
    • Organizational design
  • Due diligence and expert input

    Expert-led subject matter support:

    • M&A / transaction support
    • Hydrogen value chain assessment
    • Technology assessment
    • Financial and operational modelling
    • Policy and regulatory advice
  • Proprietary market models

    Hydrogen and alternative energy models and forecasts at regional levels:

    • Supply / demand and pricing
    • Cost curves
    • Technology lifecycle GHG emissions
    • Policy / incentives implications


  • 01
    Carbon intensity of green hydrogen production
    CRA consultants conducted a study for Plug Power on the carbon intensity of hydrogen produced through electrolysis at various locations in North America. CRA...
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  • 02
    US-Based Natural Gas Utility – Charting decarbonization pathways for LDCs in North America
    CRA worked with a US-based natural gas utility to develop alternative path forward towards decarbonization of their existing assets and achieving net zero...
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  • 03
    Canadian Infrastructure Company – developing investment case for hydrogen
    Supported a Canadian Infrastructure Company in the development of the investment cases for hydrogen which eventually led to a major new blue hydrogen...
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