Good
Ideas

To achieve a global energy transition we need to take smart risks, measure relentlessly, and invest in what works.

Innovation isn’t an option—it’s a necessity to meet our goals:

350 GW
of renewable energy built in the last 50 years
2000 GW
of renewable energy we must build in the next 10 years

This moment calls for creative experiments that can scale to global impact.

We’re driven by a culture of innovation in which every member of our team is on the lookout for the next breakthrough program 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 focus on the future has allowed us to develop major new programs including one of the US’s largest youth voter registration operations and a creator community with 6,000 members making content for our campaigns.

Here are a few of the good ideas we’re now scaling from concept to field-leading program

01.

Beating opposition before it takes root

We built the ANCHOR program to identify where the next, most important fights to build renewable energy will happen—and make sure our messages get there first. Powered by an in-house developed suite of automation tools—including GIS, opinion modeling, and relational data—we identify trusted local voices and key actors who will determine the fate of future renewable projects. We develop profiles of each influencer then reach them through dozens of touch points. By taking action before battles over renewables are already raging, we’re beating the deep-pocket disinformation machine that has been grinding progress to a halt.

The Problem
Local communities are being misled on renewables, undermining deployment
Case Study: Ground softening for a wind project in Kansas
334 MW
of generation at risk of being blocked by coordinated attacks
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30k
local people received messages on the economic benefits of this project
Impact
89
actions taken in direct support of green lighting the project (e.g. public comments and calls)
8
commitments to attend public hearings in person – a huge increase over normal attendance
02.

Cracking the code on algorithmic amplification

After a key event like a wildfire or hurricane, there’s a window of just a few hours during which the narrative will be defined and algorithms will amplify winning messages. Too often, conspiracy theories and out-group blaming shape the story first. Using machine learning coupled with our creator community, our SIREN program constantly tracks spark events. When we see one, we instantly deploy messaging to our network of influencers and through our own channels. With assistance from our own custom-built AI tools, we generate, test, and distribute thousands of messaging approaches, amplifying those that show the most promise. We’re seeing 10x distribution over traditional methods.

The Problem
When wildfires broke out in LA, disinformation was pointing blame everywhere other than where it belonged
Solution: Rapid response at scale
35
high-reach local influencers engaged to rapidly flood the zone
Person icon
48M
million targeted ads, organic views and impressions served
#SoCalStrong
Impact on Public Opinion
Our campaign shifted attitudes:
+10%
The L.A. wildfires were made worse and more costly by climate change
+13%
Fossil fuel corporations have a responsibility to pay for rebuilding after wildfires
03.

Now brewing in the Lab

  • AI Recombinator: Instantly generate thousands of ad variations—language, color, imagery—in seconds. Microtest to find winners, amplify them, and evolve again.
  • Meme Mutation Tracker: Automate tracking of how paid messaging mutates in the wild, surfacing and distributing viral variations to cut costs and boost engagement.
  • Train the Bots: AI models lean heavily on community sites like Reddit. We’re testing how seeding niche conversations with accurate, pro-renewable content can improve LLM accuracy.

Our programs:

Good
Influence

We use strategy, data, and research to win new audiences to the truth

See How

Good
Elections

We're building political power to create an economy that works for everyone

See How

Good
Energy

We're creating a renewable energy economy that lowers costs and creates good jobs

See How

Good
Global

We work globally to accelerate the adoption of decarbonized technologies

See How

Good
food

We’re transforming agriculture for healthier food and stronger farmers

See How

Good
Ideas

We rapidly prototype new ideas and build disruptive AI tech for good

See How