A letter of encouragement to cleantech marketers
By Kimberly Heismann, Emotiva, November 18th, 2024
Dear Cleantech Marketers,
We’re living in a time of unprecedented urgency. The planet is on fire—both literally and metaphorically—and cleantech holds the extinguishers.
You are not just marketers; you are the voices amplifying solutions that could save our home. Every message you craft, every campaign you launch, has the power to douse the flames and spark hope for a sustainable future.
The Burn: Cleantech’s Path Forward
The 2024 election of Donald Trump has created uncertainty for the cleantech industry. Trump has expressed intentions to withdraw from the Paris Agreement and scale back initiatives like the Inflation Reduction Act (IRA).
We can anticipate significant budget cuts to climate-focused agencies like the EPA and Department of Interior, along with climate-skeptic leadership appointments, while Trump pledges to expand fossil fuel production to new record levels.
However, we still have reason to be optimists. The cleantech sector has momentum that can carry it forward.
Republican-led states have become major hubs for clean energy investments. Over 60% of announced clean energy project locations are in GOP-held districts, according to a POLITICO analysis. This shows that clean energy isn’t just a partisan issue—it’s an economic driver benefiting communities nationwide.
The private sector and investors also remain committed to sustainability. Market demand, international regulations, and the falling costs of renewable energy will continue to push the clean energy transition forward, even if the pace slows under new leadership.
Job creation and economic growth in Republican districts provide additional stability. These benefits, paired with a likely divided Congress, could help protect key provisions of the IRA from significant changes. Cleantech is resilient and adaptable, ready to thrive even in the face of political shifts.
You Are a Catalyst for Change: Grab Your Extinguisher
Personally, I’m just now getting my voice back after the elections. And, with it the courage to rise and move forward. I can only imagine how you might be feeling.
Now more than before the election, we need hope—a future we can lean into. People, especially the communities we serve, are also searching for something real, something they can believe in.
Cleantech is that hope. It’s not a distant dream; it’s a tangible, immediate force for good. Through your work, you’re showing the world that solutions exist. And, that a brighter, sustainable tomorrow is within reach.
It's true that chaotic times are here for cleantech. Uncertainty abounds.
Nonetheless, you stand on the frontlines of one of the most transformative movements of our era. Your work not only shapes how the world sees clean technology but also how it connects to the people and communities we aim to empower. Let’s harness this momentum and amplify our collective impact.
Here are a few ideas, with examples, of ways to move forward as a cleantech marketer over the next few years.
Focus on highlighting cleantech’s transformative power, job creation, and bipartisan appeal while promoting the power of innovation coming from the cleantech sector. Center your messaging on tangible benefits, connect with communities, and emphasize resilience to inspire and drive meaningful change.
1. Every Story Is a Spark: Fueling Action to Extinguish the Flames
As you know, the cleantech sector has experienced unprecedented growth. In 2023 alone, we saw over 20% industry growth and added 290,000 jobs globally. The revolution is here. Your storytelling makes it tangible and relatable to the world.
Action Item: Find and celebrate stories of your cleantech company’s success to show the transformative power of our industry.
Example: Look at First Solar's $1.1 billion investment in Alabama, which not only advances solar technology but creates 700 new jobs. They could highlight stories of their workers, especially in Alabama, to personalize the company and showcase their commitment to American jobs.
As their CEO, Mark Widmar, says: "The Inflation Reduction Act has been a game-changer for creating new jobs."
That’s the kind of inspiration we can amplify!
2. Jobs and Prosperity: An Economic Renaissance Amid the Blaze
What’s more powerful than innovation? The economic ripple effects cleantech creates. From thousands of new jobs to billions in investments, cleantech strengthens local economies.
Action Item: Create content that highlights how we contribute to communities—think jobs, growth, and pride.
Example: Ford's BlueOval City, a $5.6 billion mega campus in Stanton, Tennessee, is expected to create approximately 6,000 new jobs when fully operational, focusing on the production of next-generation electric F-Series trucks and advanced batteries.
As Ford’s Jim Farley says, "This investment not only powers the electric vehicle revolution but also creates thousands of good-paying jobs."
3. Beyond Politics: Bipartisan Success in a World on Fire
The cleantech story resonates across the political aisle, with 85% of new projects landing in Republican districts. This widespread impact unites diverse communities and perspectives.
Action Item: Frame cleantech’s success as a win for everyone, bridging divides and fostering shared pride.
Example: Georgia's $23.9 billion clean energy boom has created over 32,000 new jobs across the state, with 12 projects in rural, predominantly Republican communities. This will generate over 3,300 jobs and $2.2 billion in investments, demonstrating that clean energy development transcends political divides and offers economic benefits to diverse regions.
Governor Brian Kemp puts it best: "These investments are creating jobs and driving growth where it’s needed most."
That’s a powerful pro-cleantech voice against canceling IRA support.
4. Shaping the Future with Innovation: How to Quench the Flames
Our industry’s relentless innovation inspires confidence. Your role is to make it accessible, relevant, and awe-inspiring for every audience.
Action Item: Translate your company’s story of innovation into simple, captivating narratives.
Example: Water Challenge's pioneering Zero Liquid Discharge (ZLD+) technology is an excellent case study in cleantech innovation. As highlighted by Evolution Europe, Water Challenge has developed an energy-efficient solution that "efficiently separates all dredged material into freshwater and solids in one step, without chemicals and with minimal energy consumption". This innovation addresses a critical environmental issue, as "20-40% of dredged sediments worldwide are heavily polluted".
Poof… extinguished.
5. Local Connections, Global Impact: Extinguishing Fires One Community at A Time
Communities are at the heart of cleantech's mission. Our efforts ripple out from local neighborhoods to global markets, creating sustainable futures.
Action Item: Craft campaigns that resonate with local stories and inspire action at the grassroots level.
Example: Orsted’s New Jersey wind projects, while they have taken a hit, are an excellent example of investing ($695 million) in local initiatives, proving cleantech isn’t just about technology—it’s about people.
Ørsted engages local communities by investing in schools, libraries, community centers, emergency services, and local businesses. They support STEM education, offering apprenticeship programs, and creating community benefit funds. Orsted works collaboratively with residents to ensure their projects are delivered respectfully and efficiently while bringing extensive economic, social, and environmental benefits to the areas where they operate.
Grassroots community engaged = shared benefits = less resistance.
In Conclusion, Let’s Tell a Story That Puts Out the Flame
As cleantech marketers, you are not just storytellers—you are firefighters in a world ablaze. Every campaign you craft is another bucket of water, every message another tool to suppress the flames. The urgency is real, and so is the hope you bring.
Yes, the challenges are daunting, but the power to turn the tide is in your hands. Through your creativity and commitment, you are quenching the fires of doubt and skepticism while igniting action, trust, and belief in a sustainable future. Let’s harness this momentum together, one story, one solution, one spark of hope at a time.
Now is the time to step forward, extinguish the flames, and shape a tomorrow that’s brighter and safer for everyone.
With shared commitment,
Kimberly HeismannManaging Director, Emotiva
P.S. Contact us for any questions or to discuss your next project. We would love to hear from you!
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