The research paper compares direct electrification technologies with green hydrogen use in energy-intensive industries for emission reduction. Despite hydrogen often being seen as a silver bullet for emissions, the study highlights the advantages of direct electrification, especially in terms of lower land impact, decreased nitrogen oxide emissions, and energy cost savings. By evaluating two non-metallic minerals and two basic chemicals, representing a significant portion of emissions from these industries, the study challenges the prevailing notion that hydrogen is always the optimal solution. The findings suggest that direct electrification should be given more attention and support from policymakers to enable the rapid upscaling of efficient, emission-free technologies. A multi-criteria decision analysis framework, along with an expert survey, was used to provide an industry-specific assessment, emphasizing the importance of research and development as well as investment support for both electrification and hydrogen pathways. The study calls for a more nuanced approach to industrial defossilisation, recognizing the potential of direct electrification technologies alongside hydrogen for effective emission reduction and sustainable industrial practices.