Everyone working in a U.S. business or organization focused on the energy transition or climate change has been bracing for the new administration and energy agenda. Just days into office, President Trump has begun initiating the change he’s promised, including:
- Withdrawing (again) from the Paris Agreement, isolating the U.S. from global efforts to combat climate change;
- Throwing strong support for more fossil fuels, declaring a “national energy emergency” and calling on increased drilling and use of oil and gas reserves;
- Issuing an executive order barring new wind farms offshore and temporarily blocking new rights for wind on public lands; and
- Halting spending earmarked in the Inflation Reduction Act (Biden’s climate law) and the Bipartisan Infrastructure Law.
It’s logical to fear that climate tech progress and investment will be thwarted over the next four years – and beyond, considering the impact the administration could have on commercialization and innovation during this time. But instead of focusing on the anxiety-inducing news headlines, let’s focus on one thing we can control: how we talk about clean tech in this new era.
It’s Time to Refocus the Pitch
The new administration’s focus on reducing energy costs and prioritizing American interests shouldn’t be in conflict with renewable energy or solutions for decarbonizing industry, but unfortunately, a charged political landscape has put these technologies in the crossfire.
To survive and thrive in this new order, climate tech companies need to refocus marketing messages on the benefits OTHER than reducing GHG emissions. It’s easy to identify what matters most to the American First agenda, and it’s the things we all care about (it just doesn’t include decarbonization):
- Energy Costs
- Energy Security & Independence
- U.S. Manufacturing
- Job Creation
- Global leadership
Many clean energy and climate tech companies can boast of meeting several, if not all, of these goals; it just hasn’t been their driving mission. Don’t just highlight those benefits, lead with them. For example, consider how:
- Cheap, renewable energy enhances national security and energy independence
- Long-duration energy storage can ensure AI data centers have the power they need
- Domestic production and manufacturing are bringing jobs back
- Large, first-of-a-kind plants are creating new jobs and contributing to local economies
- Cutting-edge research and innovation position the U.S. as a global leader (and outcompeting China)
- Technologies that improve the U.S. power grid increase reliability and security or reduce energy bills for consumers
If you think reframing your message to hit these points first feels disingenuous or puts your real mission at risk, stop. All businesses need to deliver value that people are willing to pay for – something cheaper, faster, or better (in the words of Tom Steyer). It’s critical to understand and message the value you deliver, regardless of administration or political philosophies.
A story in Heatmap by Katie Brigham last week makes this very case for climate tech companies working with the DOD: The Defense Department Still Needs Climate Tech – Heatmap News.
By focusing on energy security, independence, domestic manufacturing and job creation, clean tech companies can better position themselves as key contributors to the “America First” agenda while reducing emissions at the same time.