Climate change has
a marketing problem.
We’re here to solve it. Humanity has the tools to solve climate change and build a bright future for the next generation. But we need to win the communications war - and the right messages and framing will make the difference. Potential Energy is the nonprofit marketing engine for planet Earth, shifting the narrative about climate change and driving public demand for solutions before it’s too late.

We are the nonprofit marketing firm for planet Earth.

Our mission.

Protect the world for future generations by creating broad public demand for the policies that will dramatically accelerate the energy transition.

Our solution.

Backed by deep research and advanced data analytics, we deploy human-centered marketing campaigns that shift the climate change narrative, create new supporters, and embolden leaders to act.

How we win the fights that matter:

Our team of experienced professionals leads the way with groundbreaking research, best-in-class creative, advanced message testing, and a unique human-centered approach with a deep understanding of people’s motivations.

Advanced research

We lead the field with the most comprehensive scientific message testing research, identifying the most effective messages, resulting in up to 10 times more impactful communication. Read more

Human-centered approach

Everything we do starts and ends with people. We listen intensely to understand their hopes, fears, and motivations – and we build narratives that connect on a human level. Read more

Experienced leadership

Our team brings over 100 combined years of marketing experience, including billion-dollar campaigns for top brands like Samsung and Starbucks. Read more

Breakthrough creativity

With powerful and creative storytelling, we create experiences that engage, motivate, and inspire change. Read more

How we see the world – and the opportunity.

Potential Energy founder and CEO, John Marshall, spoke to Aspen Ideas: Climate to break down our approach.

Insights

We start with data.

Explore our extensive data & insights library, which includes climate change message guides, tipsheets, and tools. Join us in driving the global energy transition for a cleaner future.

Later is Too Late:
Global Report.

One of the broadest and most comprehensive global message testing studies conducted on climate change, representing 70% of world’s population.

Extreme weather:
resource hub.

Free content to save and share, including our latest narrative guidance, downloadable unbranded content and more.

The cheaper
better choice.

Learn how to message
clean energy
affordability in a
cost-of-living crisis.

The Return on Responsibility.

The research shows strong support for companies investing in clean energy and addressing climate risk, and communicating about their efforts to do so.

Case studies

We shift the narrative.

Learn how our marketing campaigns have increased public support for
climate change solutions and helped to speed the clean energy transition.

Unnatural disasters: connecting the dots on extreme weather

Climate change is making extreme weather more common - but many people still don’t make the connection between…

Read More

Science moms: depolarizing climate change

Climate change has become a highly polarized issue in the United States. That’s a big problem if we’re…

Read More

We can solve this together.

Potential Energy collaborates with partners across the climate sector and marketing industry to reach the most people with the most effective climate narratives.

More about our partners