The Shift from Jargon to Economics
For years, clean energy advocates relied on scientific reports and policy debates to make their case. But a new wave of organizations is changing the narrative by focusing on what matters most to Americans: their wallets. As Carolyn Fortuna recently wrote, effective communication requires dropping technical jargon and speaking the language of the listener. A story about two senators—one Republican, one Democrat—who sat through a climate scientist’s presentation and understood “not one word” underscores the need for a simpler, more relatable message.
Since 2024, nine clean energy groups have emerged, according to Latitude Media. Unlike traditional trade associations, these groups prioritize pocketbook issues such as affordable utility bills, economic growth, and removing barriers to energy infrastructure at the state level. Many avoid corporate membership models, relying on donations to sidestep internal conflicts that weaken traditional groups.
Reframing the Debate at the State Level
Deploy Energy Leads the Charge
Founded by Arnab Pal and Jigar Shah—veterans of the Biden administration’s Energy Department—Deploy Action works at the intersection of finance, development, and clean energy policy. “The point isn’t that we need more solar or batteries, but rather to clean the grid and bring costs down,” said Pal. After federal clean energy policies shifted under the current administration, the duo turned to states. Deploy Action helped Virginia Governor Abigail Spanberger pass a grid utilization law this year, directing utilities to explore cheaper alternatives to new power lines, such as distributed energy resources.
Other Groups Join the Push
Permit Power, founded by Nick Josefowitz, streamlines municipal permitting for rooftop solar and home batteries. In 2025, it achieved success in five Democrat-led states: Connecticut and Virginia created automated permitting platforms, while Colorado legalized plug-in balcony solar systems without utility agreements. Power Up for Zero Carbon targets state public utility commissions to lower residential energy costs. Utilize Coalition advocates for efficient grid use through battery storage, demand response, and virtual power plants, counting Google, Tesla, and others as corporate members.
All four groups call themselves nonpartisan. Their approach skirts the cultural baggage attached to specific technologies like wind and solar. “The clean energy industry has matured from its environmental roots to a market force competing with fossil fuels,” several founders noted. This shift requires more sophisticated advocacy, moving beyond national trade groups like the American Clean Power Association or Solar Energy Industries Association, which are often paralyzed by member conflicts.
The Conservative Angle and a Generational Divide
The launch of the American Energy Leadership Institute (AELI) in 2024 signals evolving energy politics. AELI is explicitly right-wing and aligns with President Donald Trump’s “energy dominance” agenda but does not favor any single resource. “We don’t have the privilege to choose which electrons are best. We just need more,” said co-founder Chris Johnson. He noted a generational divide in the GOP, with younger members excited about nuclear, geothermal, solar, and battery storage made in the U.S. A recent bipartisan win came when the House unanimously passed a package of bills to accelerate federal permitting for geothermal energy. In the Four Corners states—Arizona, Colorado, New Mexico, and Utah—local initiatives are promoting geothermal despite uncertain federal action.
Economics remain the unifying theme. “We’ve found that both Republicans and Democrats want to make it easier for families to save money,” said Josefowitz. Pal echoed this, stating that the way to gain trust from legislators is by not advocating for any specific technology. The message is simple: in a nation committed to free market capitalism, “cheaper is better.”