<p>Reactive (photo, electro and plasma) catalysis requires the development of new concepts and approaches that are different from those in use for thermal catalysis, while the common practice is to translate methodologies and modelling from thermal to reactive catalysis. This perspective contribution aims to shed light on the difference between them because their understanding is a conditioning factor in accelerating the progress of reactive catalysis. They play a crucial role in developing technologies for low-carbon chemical production. Emphasis is given to the role of strong localised electrical fields (LEF) generated by the coupling of charges with localised phonon modes, i.e. catalyst vibrations. They play a role in low-temperature catalytic processes, typical of reactive catalysis, which is different from higher-temperature conditions (thermal catalysis). The role of the electrical field in catalytic processes is an emerging area, influencing the chemisorption and surface mobility of adspecies. However, LEFs play a more critical role because they determine the rate and selectivity of the reaction. They are a distinct feature which differentiates reactive from thermal catalysis and, thus, a key feature for their understanding and modelling. However, it is an area still largely unexplored. We discuss some case examples and concepts related to photocatalytic water splitting on TiO₂ (showing that the water layer restructures in the presence of an electric field), the generation of LEFs and relation to electrode nanostructure, as well as their importance to understanding electro-catalysis, and the consequent need to include these aspects in a new modelling approach. The examples provide evidence that explains why new concepts and models are required for reactive catalysis. The discussion spotlights the difference with respect to thermal catalysis and aims to stimulate researchers to view reactive catalysis from a novel research perspective.</p>