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 bring the scale and speed needed to meet 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.
Scaled our award-winning influencer marketing program and celebrated its 5-year anniversary
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 our micro-influencers; they make the content; we boost what works. This year our Creator Collective, originally launched in 2020, hit two key milestones—our 1,000th piece of video content and 125 millionth organic view.
Our creators deliver tested messaging to disaffected young people, rural communities, and persuadable audiences across the political spectrum.
Led the field in developing solutions to the rapid response and distribution challenge
When it comes to rapid response and runaway disinformation, we aren’t just losing—our movement is barely on the field. GoodPower is investing deeply in building a world-class rapid response and distribution capability—harnessing 21st-century digital tools and technology, and unleashing our rapid-response amplifier community.
Within hours of the LA wildfires, we filled feeds with content linking extreme weather to climate change and countering disinformation. Our campaign reached 26.5M people via more than 40M organic and paid impressions. We reached highly We reached a highly targeted audience and provided a powerful counterweight to the disinformation machine—with the research that proves these interventions work.
Proved that our communications work
Our in-house PhD-led research lab analyzed 66 creator videos in 18 randomized controlled trial studies. What they found: we’re not just attracting eyeballs, we’re changing minds:
• An average 11% persuasive lift across all outcomes tested on a range of climate and renewable messaging
• 32% lift among young adults across under-35 campaigns tested
• 17% lift in perception that wind and solar keep America’s economy thriving
By 2030 our Good Influence program will:
Good Policy
We build political power to secure policy wins.
Our programs create the political force needed to 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 via millions of ads and organic impressions with clear messaging on the legislation’s disastrous economic impacts. Our campaign generated more than 30,000 phone 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 44M impressions and a five-point negative shift in approval 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 1.2M-member Good Action Network took hundreds of thousands of actions to advance our mission and accelerate decarbonization.
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 to ensure everyone has a voice in critical policies that impact their futures.
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 was built
Renewable energy projects face massive roadblocks due in part to disinformation and NIMBYism. We run interference on disinformation, flatten the curve of opposition, and build authentic local support to win final permitting decisions. With dozens of wins this year to turn out local public support, we helped send 7 gigawatts of new utility-scale renewables to construction. Via more than 150 campaigns in 34 states, we’ve engaged almost 3M people in rural America via 10.5M 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
One of our key in-house software developments of the year is CleanCast, our new tech that brings together GIS, AI, and millions of data points to identify where the most important and winnable renewable energy fights will occur. CleanCast, which will be available to the broader field in 2026, allows us to see which 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
The Good Data Lab conducted over 20 studies to measure the impact of our renewables program alone. A series of randomized control trials testing Good Power-developed creator and testimonial messages found demonstrable, consistent increases in perceptions of renewable energy for those in high priority zip codes for development. These include an average 13% increase in perceptions that wind and solar boosts the local economy and a 10% increase in support for building renewable energy in their communities. A follow-up field study demonstrated these effects are nearly twice as high among those who began the study with no opinion about 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 UK—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 52M impressions in key markets like Brazil, India, South Africa, and the UK.
Fought polluters in the lead-up to COP30
We ran a large-scale advertising campaign in Brazil with more than 150,000 ad placements per month in the lead up to and during COP30. We helped expose 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, and filled a critical gap in running interference on disinformation.
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. Together, we are working to accelerate decarbonization through fast-tracking renewable deployment, increasing retail adoption of decarbonized technologies, shifting culture around energy and climate, and filling a critical gap in rapid response.
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 Lab
We don’t guess — we test.
Our team of PhD-trained social and behavioral scientists employ a suite of research methods (randomized control trials, surveys and polls, focus groups, and in-depth interviews) to understand our key audiences and help us measure, refine, and scale our messaging.
In 2025 alone, we conducted 44 original research studies, completing our 125th study since the creation of the research program. The program has tested nearly 550 messages, including 200+ Creator Collective messages and 25+ Content Studio testimonials. We have additionally measured the impact of voter registration and get-out-the-vote programs across mail, SMS, and digital strategies. Ten studies have been conducted in our global markets – the United Kingdom, Brazil, India, and South Africa.
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
