Renewable power is scorching. It has unimaginable momentum, not solely when it comes to deployment and prices however when it comes to public opinion and cultural cachet. To place it merely: Everybody loves renewable power. It’s cleaner, it’s high-tech, it’s new jobs, it’s the longer term.

And so an increasing number of large power clients are demanding the complete meal deal: 100 p.c renewable power.

The Sierra Membership notes that to this point within the US, greater than 80 cities, 5 counties, and two states have dedicated to 100 p.c renewables. Six cities have already hit the goal.

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The group RE100 tracks 144 non-public firms throughout the globe which have dedicated to 100 p.c renewables, together with Google, Ikea, Apple, Fb, Microsoft, Coca-Cola, Nike, GM, and, uh, Lego.

The timing of all these targets (and thus their stringency) varies, in all places from 2020 to 2050, however cumulatively, they’re starting so as to add up. Even when policymakers by no means power energy utilities to supply renewable power via mandates, if all the largest clients demand it, utilities can be mandated to supply it in all however identify.

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The fast unfold and evident reputation of the 100 p.c goal has created an alarming state of affairs for energy utilities. Suffice to say, whereas there are some visionary utilities within the nation, as an business, they are typically extraordinarily small-c conservative.

They don’t like the thought of being compelled to transition solely to renewable power, actually not within the subsequent 10 to 15 years. For one factor, most of them don’t imagine the know-how exists to make 100 p.c work reliably; they imagine that even with numerous storage, variable renewables will have to be balanced out by “dispatchable” energy vegetation like pure gasoline. For an additional factor, attending to 100 p.c shortly would imply numerous “stranded property,” i.e., shutting down worthwhile fossil gasoline energy vegetation.

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GOVERNOR CUOMO’S MANHATTAN OFFICE, NEW YORK, UNITED STATES - 2018/08/16: A large crowd of New York climate leaders organized a rally outside Cuomo’s Manhattan office on August 16, 2018, calling on him to stop fossil fuel infrastructure and shift New York

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In brief, their clients are stampeding in a course that terrifies them.

The business’s dilemma is introduced residence by a current little bit of market analysis and polling executed on behalf of the Edison Electrical Institute, a commerce group for utilities. It was distributed at a current assembly of EEI board members and executives and shared with me.

The work was executed by the market analysis agency Maslansky & Companions, which analyzed present utility messaging, interviewed utility execs and environmentalists, ran a nationwide opinion survey, and did a few three-hour sit-downs with “media knowledgeable clients” in Minneapolis and Phoenix.

The outcomes are hanging. They do an important job of laying out the general public opinion panorama on renewables, displaying the place totally different teams have benefits and drawbacks.

The takeaway: Renewables are a public opinion juggernaut. Being in opposition to them is not an choice. The business’s finest and solely hope is to decelerate the stampede a bit (and that’s what they plan to attempt).

100 p.c renewables is a wildly common aim

The core of the business’s dilemma is captured on this slide (on the left is the business perspective):



Utilities don’t suppose it’s sensible or possible to go 100 p.c renewables. However the public loves it.

And I imply loves it. Try these numbers from the opinion survey:

In our polarized age, right here is one thing we nearly all agree on: Renewable power is superior.

Right here’s probably the most hanging slide within the presentation:



In case you don’t really feel like squinting, let me draw your consideration to the truth that a majority of these surveyed (51 p.c) imagine that 100 p.c renewables is a good suggestion even when it raises their power payments by 30 p.c.

That’s wild. As anybody who’s been in politics some time is aware of, Individuals don’t usually like individuals elevating their payments, a lot much less by a 3rd. A majority that also favors it? That’s political dynamite.

Insofar as utilities have been in a public relations conflict over renewables, they’ve misplaced. They face a tidal wave. So what can they do?

Explaining why 100% renewables is unattainable backfires

What they can’t do is inform clients why they’ll’t do it. Prospects don’t need to hear excuses.

They examined the next message (that is an excerpt, with emphasis added): “As we speak, we will select between a balanced power combine, which offers dependable power at any time when we want it, and 100% renewable power. However we can’t have each. We additionally want to think about the prices. … The logistics, assets, and prices could be immense.”

Nope. Prospects didn’t need to hear it.

“You possibly can inform what aspect he was leaning towards,” stated one Phoenix focus-group participant. “He supplied no options. It was simply downside, downside, downside.”

“I need to hear about how the work would get executed,” stated a Minneapolis participant. “I don’t need to hear him complain about how a lot work it’s going to take.”

Different can’t-do arguments drew comparable reactions:



Can’t-do arguments get an organization branded as anti-renewables, and which means Unhealthy Man. After that, clients aren’t listening.

If they need individuals to maintain listening, utilities should start by convincing them that they’re on board with renewables. Thus, the very first piece of recommendation on “framing the dialog” reads, “Optimistic, pro-renewable message first … each time.”

An anti-renewables message, even a message that implies anti-renewables, is solely untenable.

That’s value noting. It’s one thing I’m unsure US local weather hawks or political sorts have solely internalized. There aren’t many contested political points on which public opinion is so unequivocally on one aspect.

The general public may be keen to let the consultants work out the small print

So utilities should persuade clients that they assist renewable power, very first thing, off the bat. (One of the best ways to try this, of the choices examined, was telling clients about investments — highlighting the rising stage of funding in renewables. Cash talks.)

If they’ll make that key connection, then they’ll swing the dialog round. As soon as clients are satisfied that utilities are honest about supporting renewables, they change into extra open to the message that attending to 100 p.c will take a while, that it must be executed intentionally, and that prices have to be taken into consideration.

“Given the price and the complexities of it, it ought to be executed progressively,” one Phoenix respondent stated. “Not the following 5 years, however possibly by the tip of our lifetimes,” stated one other.

The researchers examined the next message (excerpted): “[A balanced energy mix] helps us keep constant service for our clients and avoids over-reliance on a single gasoline kind or know-how. This implies we’re in a position to convey our clients more and more extra renewable power with out asking them to compromise on reliability or price.”

That labored significantly better. “It appeared like all of us have the identical aim that we’re working towards,” stated a respondent in Minneapolis. “Within the meantime, they’ll use a steadiness to serve us. It’s smart.”

In reality, when it comes to causes to not rely solely on renewables, by far probably the most potent argument was that it will sluggish the transition to wash power: “We will get to cleaner power sooner and extra successfully if we use a spread of sources and applied sciences.”

The state-of-the-art message for utilities, then, is that this: Sure, we need to pursue renewables, however to guard shoppers, we need to do it in a method that’s “balanced, gradual, reasonably priced, [and] dependable.” Which means we must always keep away from, ahem, “short-term mandates.”



(How a lot this message will merely cowl for efforts to dam laws and sluggish the transition relies on the utility.)

On renewables, “sure, however” is the one countermessage left

So the place does this depart us when it comes to the messaging panorama?

Within the 100 p.c renewables debate, there are roughly three camps, at the very least among the many researchers, power executives, local weather advocates, and journalists who take note of these types of issues.

The primary, with most activists and advocates, helps 100 p.c renewables as a transparent, intuitive, and provoking goal, an efficient solution to rally public assist and velocity the transition.

The second camp believes that the cheaper, safer solution to get to carbon-free electrical energy is to not rely solely on renewables however to complement them with “agency” zero-carbon alternate options like hydro, nuclear, geothermal, biomass, or fossil fuels with carbon seize and sequestration. (See this paper, from a bunch of MIT researchers, for the very best articulation of that argument.) This camp helps the technique California has taken, which is to mandate 100 p.c “zero carbon” reasonably than “renewable” assets, to go away flexibility.

The third camp, containing many utilities and conservatives, flatly doesn’t imagine 100 p.c carbon-free electrical energy is feasible anytime quickly, and would simply as quickly not shut working fossil gasoline energy vegetation earlier than the tip of their worthwhile lives. They wish to proceed balancing the rising share of renewables with pure gasoline.

The primary camp has received the general public’s coronary heart. Large time. Everybody, even these gritting their tooth, has to sign assist for renewables in the event that they need to be taken critically.

There may be some room for the third camp to persuade the general public that the transition to renewables must proceed fastidiously and “progressively.” That’s the bottom advocates and utilities can be preventing on in coming years: not whether or not to go, however how briskly. (There’s loads of room inside “not the following 5 years, however possibly by the tip of our lifetimes.”)


Get used to it.

And there may be some room for the second camp to persuade the general public that the transition to clear power is finest achieved by counting on sources past renewable power, or at the very least by not locking ourselves into renewables prematurely. One of many survey’s findings is that beneath a spread of questions, the general public doesn’t have a powerful desire between rising renewables and lowering carbon emissions. I doubt most individuals differentiate the 2 in any respect — they’re vaguely good, environmental-ish issues.

Equally, I doubt the general public at massive will care a lot concerning the distinction between “renewable” and “clear,” which serves as a fairly good argument for the California method. (The California method, or at the very least earlier variants of it, has helped maintain present nuclear vegetation operating in Illinois and New York.)

However these are implementation particulars. The decarbonization ship has sailed. Renewable power is within the vanguard and, at the very least for now, it seems unstoppable. At this level, it’s tough to think about what may flip the general public in opposition to it. (Maybe a large wind spill?) The extra related query is when lawmakers will catch on to renewable power’s full political potential.

The essential message from the general public, if I may pull collectively all of the strands of the analysis, is that this: We would like clear, trendy power, and we’ll pay for it. We’re keen to let consultants work out the small print, however we don’t need to hear that it could’t be executed. Simply do it.

Utilities can’t make that sentiment go away, although they’ll and can attempt to soften it. Within the meantime, within the off-chance that their messaging efforts fail, they’d higher get severe about giving clients the clear power they need.


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