We believe climate change is a human problem, not a political one.

1. July 30, 2021
Introduction and key learnings

2. 2
of Americans are highly
concerned about climate
change
27%
2
2
only

3. 3
of them discuss
climate change often
7%
3
only

4. How do we dramatically
grow
this market?
4
4

5. 5
How do we get
people to care about
climate change?
5

6. Introducing The Potential Energy Coalition
• We are new, nonpartisan nonprofit, founded by John Marshall of Lippincott and Professor Dan
Schrag, Head of Harvard’s Environmental Department and Climate Science advisor to President
Obama.
• We have assembled a team of the world’s best marketers, committed to working on a pro bono
basis to change the climate narrative. This team is using the most advanced marketing tools to
understand consumers and motivate them to action.
• We have built a Climate Persuasion Engine - using the most advanced media, data & analytics
and creative - to significantly grow the number of citizens demand a plan at the lowest possible
cost.
• We are launching persuasion campaigns to get a majority of citizens to support immediate,
aggressive action to solve this crisis.

7. Change
the narrative
Radically
grow the size of
the movement
OUR GOALS

8. Potential Energy Coalition
Project Name November 2019
26%
say they are
worried
29%
actually talk
about it ofn
Increase in
support for
immediate
government
action, by
climate
segment
Source: Potential Energy|Civis Climate Persuadability Analytics
We have proven that when we communicate well, we move people
significantly...

9. The Top Decile of Most Persuadable Citizens:
● Average age 51
● 92% women
● 41% more likely to be a parent
● Twice as likely to be Hispanic
● Average income < $100k
● Mix of high school and college
● Equal parts Republican and Democrat
● Highly concerned about pollution
● Low engagement on climate change
…. and we understand who the most moveable citizens are
Source: Potential Energy|Civis Climate Persuadability Analytics

10. Four key learnings on how to move people
People have no idea what we are talking
about
What’s works are human stories about
”people like me”
We’re not fighting climate change, we’re
fighting the polluters causing it
Irreversibility and fear of loss motivate
1. Simplicity
2. Humanity
1. Accountability
4. Urgency

11. Learning #1: Simplicity
People have
no idea what we are
talking about

12. < 25%
of people understand there
is complete scientific
consensus
12
People don’t understand what we are talking about
What causes climate change?
only 28%
think renewables have
become less expensive
Source: California data, Civis Analytics US Study,
filtered for CA, n = 509

13. Cost to enroll a citizen to demand a plan for climate action
13
Most communications use policy language that doesn’t connect
Just say no to:
Decarbonization
Net zero
Anthropogenic
GHG
Methane
Policy = Marketing
/
Sources: Potential Energy Digital Lab testing, 2020

14. Warming
Overheating
Emissions
Pollution
Changing climate Extreme
weather
Simple, vivid language works

15. Learning #2: Humanity
What we need are
human stories

16. Ad about moms thinking about their kids’ future
16
Messaging about people’s individual needs, identities,
fears and hopes performs dramatically better
Ad about the prosperity from solving climate change
Example test:
9.5%
lift in strong support
for immediate
climate action
1.5%
lift in strong
support for
immediate climate
action
INNOVATION BOOM
Sources: Potential Energy RCT research, 2021

17. Learning #3: Accountability
We’re not fighting climate
change, we’re fighting
polluters who cause it

18. Holding polluters accountable remains the highest performing message
across the globe
Persuasion lift in
“strong support for
government action”
Sources: Potential Energy Europe study, Nov 2020, n=7,004, Civis Analytics US study, n=7,915

19. Learning #4: Urgency
Irreversibility and the
fear of loss motivate
people

20. Ad highlighting irreversible loss affecting the next generation
20
When people understand today’s actions cannot be undone, they become
strong supporters
INNOVATION BOOM
8.2%
lift in strong support
for immediate
climate action
Sources: Potential Energy RCT research, 2021

21. Some recent insights
about California

22. Three critical facts about the Californian citizen and climate
1. People are making the connection between
climate change and fires and droughts
1. The impacts of climate are more motivating
than concerns about the grid
1. Citizens think California is not doing nearly
enough to fight climate change
● 90% of people see them as connected or
highly connected
● What are you most worried about?
Wildfires:
35%
Drought:
30%
Reliability of grid: 8%
● 60% say CA is doing minimal or nothing
● Only 6% say CA is doing more than
enough
Source: Potential Energy research, July 2021, n=3600