Where do we go from here?
How to market renewable energy in a post-election world
As a solar business or climate tech startup, how concerned should you be about the upcoming political shift? Not as concerned as you might think.
Why? Because clean energy is poised to remain a key player in the U.S. economy. The underlying economics of solar (and solar + storage) are strong, and will continue to grow even stronger.
But that doesn’t mean we don’t face challenges ahead. How can marketers stay ahead of the game and anticipate how to position and promote clean energy in a post-election world?
Remember: We Still Have Bipartisan Support
While the results of the Presidential election have many worried about a rollback of clean energy policy, the chance of a complete IRA repeal appears to be low, according to a new report from energy analyst firm Wood Mackenzie. While amendments may be made, the report finds that clean energy technologies in the US will remain competitive over the next four years.
On Capitol Hill, Republican and Democratic lawmakers “are listening to their constituents that are demanding more clean energy,” the Solar Energy Industries Association notes. Case in point: In September 2024, a bipartisan bill that would loosen permitting requirements for clean energy projects and other energy projects was introduced.
US Manufacturing is Finally Growing
Way back in August 2024 (seems like a lifetime ago), 18 Republicans sent a letter to the Republican Speaker of the House in August urging him to preserve the tax credits of the IRA. Reversing the clean energy investments that came with the Infrastructure Investment and Jobs Act and the Inflation Reduction Act is a political chess game. That’s because many of the financial benefits of those measures are going into economically struggling red states who need new investment. US manufacturing of clean technology is picking up, with EV and battery manufacturing settling into Rust and Sun Belt states.
And let’s not forget that the oil and gas industry is also benefiting from tax credits for carbon capture, advanced biofuels and hydrogen.
What about the ITC?
It is possible that the beleaguered Investment Tax Credit could get scaled back again. But if enough US manufacturers can get up to speed quickly enough and tariffs don’t cause import prices to spike too much, the cost of solar equipment will continue to stabilize, and eventually, if Moore’s Law is any indication, even decrease.
Climate Action No More? No Way
The President-elect may exit the Paris Climate Accord, which would send an extremely negative signal to world leaders already struggling to implement carbon-reduction strategies.
But that doesn’t mean commitment to climate action has waned in the US. Far from it. The part of the electorate who do believe in climate change are now more energized than ever. And the companies that have been dedicating years of effort to technology development, especially these last four years when DOE funding was strong, now need to show their stripes.
What’s a Climate Tech Startup to Do?
If you’re a climate tech startup, it’s time to evangelize the milestones you’ve achieved. Be ready to talk about commercialization – not grant funding announcements. Partnerships and pilots are a step in the right direction; private investment and hybrid public/private deals are even better.
A Messaging Crib Sheet for Solar Marketers
For the marketers among us, it’s steady as she goes. There’s no need to overhaul your messaging, but a subtle shift may be in order to ensure you’re driving home the right points. Remember the macro perspective:
- Clean energy means jobs – for everybody!
Job growth is one of the most positive messages surrounding solar. Lean in on it, especially local jobs.
Overall, clean energy employment rose by 142,000 jobs in 2023, accounting for more than half of all new jobs in the energy sector, growing twice as fast as U.S. jobs overall, according to the U.S. Department of Energy. Jobs in clean energy grew in all 50 states and the District of Columbia. In particular, Idaho had the fastest rate of clean energy job growth, increasing at 7.7%, followed by Texas at 6.0%, and New Mexico at 5.9%.
- Solar makes economic sense
Even if the ITC gets reduced, in many states across the US, solar already makes economic sense. In many local markets, infrastructure investments and increasing energy demand are causing electricity rates to rise. This is an ideal backdrop for promoting the economic advantages of home and commercial solar as well as battery backup and EVs.
- Interest rates are going down
When (not if) interest rates continue to decline, we may see an uptick in residential solar installations as well as private investment in new climate technologies.
For solar marketers, the drop in interest rates represents an opportunity to start talking about financing options.
- Climate is still changing, and how you talk about it is, too.
Yes, we can still talk about climate change. But how much you lean on this as a message may depend on where your business operates. States where residents accept the climate change message may be more inclined to embrace solar than other states, but no matter where you are, there’s a way to message about our changing climate.
In GOP-heavy Texas, there’s a wide gap between Republicans and Democrats when it comes to the subject of climate change. A University of Houston survey taken in 2023 found that 30.6% of Texas Republicans were concerned about climate change versus 73.4% of Texas Democrats. But Texans also inherently understand the need for power resiliency. They relish their energy independence, regardless of how that energy is harnessed. Understand who you’re talking to, and speak their language.
The Holy Trinity of Home Solar Messages
Marketers of home solar are wise to stick to three tried-and-true benefits in their messaging strategy:
- Over time, a solar energy system can slash residential electric bills. Now more than ever.
- Solar paired with battery storage can help households ride out power outages during extreme weather like hurricanes and snowstorms. From California to Texas to New York, battery backup is critically important when grid outages occur – whether they’re planned or not.
- Solar can boost the value of your home. In today’s difficult real estate market, solar is one of the few home improvements that stands the test of time.
When you market your solar energy products and services based on these three pillars, along with the long-term impact of the solar industry as a whole, you give your audience the context they need to see why the energy transition is here to stay.
No matter who’s in the White House, stay committed to a well-rounded marketing program
Be consistent. Don’t veer away from your key messaging. Sure, we’re all taking a beat to ponder our next steps post-election. But when the administration changes, it’s time to go back to work.
The clean energy train is unstoppable. Clean Power Marketing Group has witnessed the consistent growth of this industry since we were founded in 2015. Our founder, Nancy Edwards, got involved in the industry when Obama was President. The solar sector has continued to grow during every administration since the early 2000s.
To achieve the most success with your solar marketing efforts, keep your focus on the big picture. As always, get in touch if you need help with your marketing or PR programs. We’re in this for the long haul. We know you are, too.
