Dear friends,
Every day, I talk to people who feel anxious about where our world is headed. I feel anxious too, and yet this year, I also see real reason for optimism. 2025 has given us a glimpse of a future we have been fighting for: one where renewable energy is not just possible, but inevitable.
That may sound surprising given the political turbulence in the United States. But beneath the noise, three powerful trends are coming together and creating momentum unlike anything we have seen before.
First, the economics have finally flipped. In many markets around the world, it is now cheaper to build new wind and solar plants than to build—or in some cases even continue to operate—aging gas or coal units. And in 2024, approximately 92 percent of new global power-capacity additions were from renewables. Renewable energy has moved from the margin toward becoming a central part of the global power system
Second, affordability has become the defining issue of our time. Across parties and across countries, people are united by one concern: the skyrocketing cost of living. Families everywhere are demanding solutions that make daily life—from groceries to electricity—more affordable. Increasingly, renewable energy and complementary technologies are not just a climate solution but an economic one.
Third, our movement is finally ready to innovate. After years of frustration, funders and organizational leaders are acknowledging that we need to take calculated risks and make big bets to usher in novel strategies if we want different results. There is a new willingness to experiment with creative, bold approaches that match the scale and speed of this moment.
Together, these three forces—the economics, the global demand for affordability, and the desire to try something new—have opened a path we have never had before. For the first time, we can address the immediate needs of billions of people while rapidly decarbonizing the global economy.
This is why we have evolved. This year, we modernized our brand, our message, and our programs. We are now GoodPower, a media and advocacy organization that builds the political and cultural power needed to accelerate an economy that works for everyone.
At the center of that Good for All Economy is a rapid transition to renewable energy that lowers energy bills, creates millions of jobs, strengthens rural economies, helps farmers stay on their land, and builds healthier, more resilient communities. Our goal is to make everyone a stakeholder in this future.
For years, we have been known for reaching audiences far beyond the traditional base of support. Now, we are doubling down on creating a bigger tent: connecting with rural communities, cost-conscious voters, young job seekers, and people across the ideological spectrum who have tuned out of politics altogether. Our message is rooted in shared prosperity and economic common sense.
This year, we also launched our 2030 Strategic Plan: Upward Spiral, a roadmap for scaling our impact and accelerating the renewable energy transition at unprecedented speed. Inside, you will find the milestones we reached in 2025 and the ambitious goals we are pursuing next.
I hope you feel as inspired as we do. The window is open. The economics are aligned. The public is ready. And with the right strategy, we can meet this moment and succeed.
Leah
Leah Qusba
CEO, GoodPower
Good Influence
We use strategy, powerful data, and rigorous research to win people back to the truth.
The most targeted and vulnerable audiences to disinformation are those our side isn’t speaking with regularly. We prioritize audiences that others don’t, including: rural residents, conspiracy-curious social media scrollers, health-conscious moms, disengaged young people, cost-conscious families, and others to shift culture and the conversation.
Continued to lead the field in influencer communication
Today’s most persuasive and viral content is authentic, peer-to-peer and user generated. People don’t listen to brands anymore — they listen to other people like them.
We’ve cracked the code on creator marketing. We send briefs to thousands of micro-influencers; they make the content; we boost what works. This year our Creator Collective hit two key milestones — our 1,000th piece of video content and 100 million organic views
Our creators deliver pro-renewables messaging to disaffected young people, rural communities, and persuadable moderates and conservatives.
Showed that our opponents aren’t the only one who can drive the narrative
We’re tired of seeing numbers like this: After the 2025 Texas floods, just 2% of social media posts blamed climate change — while 50% blamed Democrats for ‘controlling the weather. We’ve had enough and we’re fighting back.
Within hours of the LA wildfires, we filled feeds with credible, creative content linking extreme weather to climate change and countering disinformation. Our campaign reached 26.5 million highly targeted people and provided a powerful counterweight to the usual garbage the other side puts out.
Proved that our communications work
Our in-house PhD-led research lab analyzed 66 creator videos in 18 studies. What they found: we’re not just attracting eyeballs, we’re changing minds:
• An average 11% persuasive lift.
• 32% lift among young adults
• 17% lift in perception that wind and solar keep America thriving
By 2030 our Good Influence program will:
Good Elections
We build political power to secure policy wins.
Our programs create the political force needed to elect champions who lower costs, create good-paying jobs, and unlock the economic benefits of the renewable energy transition.
Fought back against the government assault on renewables and working people
In the lead up to the vote on the “One Big Beautiful Bill” we reached 4 million voters in key districts with clear messaging on the legislation’s disastrous economic impacts. Our campaign generated more than 30,000 contacts to House and Senate offices.
After passage, we pivoted to elevate constituent voices about the bill’s cost-increasing impacts. Our targeted campaign — spanning digital ads, billboards, and local and national media — generated 33 M impressions and a five-point shift in approval for our message among key voters.
Impacted key off-year elections in preparation for 2026
In the Wisconsin Supreme Court race, we mobilized our 28,700 local members through a multi-channel Get-Out-the-Vote campaign across email and SMS. Working in close partnership with allied organizations, our coalition achieved a 52% turnout — the highest ever for a Wisconsin off-cycle spring election — and we won.
In Montana, we tackled the problem of voter roll-off in which many people just skip down-ballot choices. This is a particular problem when trying to get renewable energy champions elected to lesser-known statewide offices. Through repeated direct mail outreach we were able to significantly reduce voter roll-off with a repeatable strategy that can scale to elections across the country.
Amplified the voices of young people
Our 1.2 M-member youth network took hundreds of thousands of actions for climate justice, renewable energy, and corporate accountability.
Laid the groundwork for 2026
In 2024, we ran America’s largest climate and energy-focused voter registration program, registering 130,000 voters in key districts. In 2026, we’ve got plans to go even bigger — electing renewable champions in the most strategic races from the national to the local level.
By 2030 our Good Elections program will:
Good Energy
We’re doing everything in our power to lower costs, create good jobs and advance the renewable energy transition around the world to build an economy that works for all of us — not just the lucky few.
Our Better Economy Accelerator helps us get there by speeding deployment, empowering workers, and increasing demand for renewable energy and electrification.
Made sure a lot more renewable energy got built
Renewable energy projects face massive roadblocks due to disinformation and NIMBYism. We’re removing them one by one. With the permitting of a 300 MW solar project in Indiana, we raised our total to 6.4 gigawatts — that’s how much renewable power our 100+ campaigns have contributed to building. We’ve engaged almost 3 million people in rural America via 10.5 million ads served, thousands of phone calls and 2,000 supportive local public comments submitted. We’ve also mobilized more than 500 people to attend planning meetings in person, bringing key testimony directly to the rooms where decisions are made.
Built a field-leading tool to identify areas of highest impact
CleanCast brings together GIS, AI, and millions of data points to identify where the most important and winnable renewable energy fights will occur. CleanCast allows us to see what renewable projects need help now, and where long-term ground softening campaigns will enable the projects of tomorrow.
Demonstrated deep and lasting impacts of our campaigns
Through randomized control trials, the gold standard in research, our in-house Good Data Lab has shown that our campaigns have up to 20% lift in building support for more renewable infrastructure. We’ve found that these effects last over many months, especially with those that initially opposed renewables.
By 2030 our Good Energy program will:
Good Global
The energy transition is global and so are we.
GoodPower Global operates with in-country staff and local partners in Brazil, Canada, South Africa, and the United Kingdom — with plans to launch new programs across Asia, Europe, South America, and Africa between now and 2030. Our Global Creator Academy employs hundreds of creators worldwide who partner with GoodPower to educate local communities about the economic benefits of the global transition to renewable energy and conservation
Built a global network of pro-renewable influencers
Our Global Creator Academy equips influencers with the skills, science, and technical know-how to build and sustain audiences while sharing messages that support the renewable transition. Our first 300 creators have already published 1,775 pieces of content and generated 52 million impressions in key markets like Brazil, India, South Africa and the UK.
Fought polluters in the lead-up COP30
We ran a $1 million ad campaign in Brazil exposing corporate greenwashing holding corporations accountable for Amazonian destruction and climate disasters. Our ads issued an unmistakable call for truth and accountability ahead of the global climate summit.
Established three global teams in-country
We’ve built offices in the UK, Brazil, and South Africa, hiring local teams to ensure our global campaigns are culturally resonant and authentic.
By 2030 our Good Global program will:
Good Food
We’re promoting and scaling regenerative agriculture practices that are a win-win-win for farmers, consumers, and the planet.
Farmers are often locked into extractive markets that pay them less while costs rise. However, a 2022 General Mills study found farmers using regenerative practices cut fertilizer costs by $50–$100 per acre, while boosting resilience and profitability in this growing market. We’re accelerating a food system that puts health, fairness, and affordability first— making nutritious food more accessible, rewarding farmers with higher profits for regenerative agriculture practices, and boosting demand for healthier products.
By 2030 we will recruit more than 10,000 farmers into our regenerative agriculture education programs through peer-based campaigns, and connect them to vetted partners in the space
Good Ideas
We’re driven by a culture of innovation where every team member looks for the next breakthrough idea or strategy.
New and bold ideas don’t wind up in forgotten folders; they find a home, a testing ground, and a budget in our Better Lab where they’re carefully developed and rigorously tested.
This year our lab conceived of and launched two breakthrough programs:
Powered by AI, machine learning, and a national network of rapid-response creators, SIREN scans the internet and news cycle for opportunities to shape the conversation and drive the narrative. In minutes SIREN generates talking points and briefs, distributes them to partner influencers, and amplifies the best performers. SIREN tracks down, drowns out, and supplants disinformation, winning audiences back to the truth at scale.
ANCHOR is a proactive strategy to identify the next renewable energy hotspots and shape local opinion before projects even begin the permitting process— arriving while attention is still cheap and attitudes are malleable. ANCHOR makes sure future projects advance more quickly and face less resistance.
By 2030 we will:
Devote 10% of our annual operating budget to experimentation, technology, and discovering our next wave of $10-million programs
Build an internal innovation lab that not only leads our field but sets an example for all social-good organizations globally
Good Data
We don’t guess — we test.
Our team of PhD researchers runs rigorous randomized controlled trials and research experiments to help us measure, refine, and scale our work.
In the past year, we completed 67 studies globally, testing hundreds of messages, validating electoral strategies, and studying what motivates county commissioners to approve renewable projects. Our insights are not only shaping our own work—they’re guiding the broader field toward what works, and away from what doesn’t.
GoodPower at a Glance
