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A U.S. firm led by former Israeli government physicists, Stardust seeks to patent its proprietary sunlight-scattering particle — but it won’t deploy its technology until global governments authorize such a move, its CEO says.

The era of the geoengineering startup has seemingly arrived.
Stardust Solutions, a company led by a team of Israeli physicists, announced on Friday that it has raised $60 million in venture capital to develop technological building blocks that it says will make solar geoengineering possible by the beginning of next decade.
It is betting that it can be the first to develop solar geoengineering technology, a hypothetical approach that uses aerosols to reflect sunlight away from Earth’s surface to balance out the effects of greenhouse gases. Yanai Yedvab, Stardust’s CEO, says that the company’s technology will be ready to deploy by the end of the decade.
The funding announcement represents a coming out of sorts for Stardust, which has been one of the biggest open secrets in the small world of solar geoengineering researchers. The company is — depending on how you look at it — either setting out a new way to research solar radiation management, or SRM, or violating a set of informal global norms that have built up to govern climate-intervention research over time.
Chief among these: While universities, nonprofits, and government labs have traditionally led SRM studies, Stardust is a for-profit company. It is seeking a patent for aspects of its geoengineering system, including protections for the reflective particles that it hopes governments will eventually disperse in the atmosphere.
The company has sought the advice of former United Nations diplomats, federal scientists, and Silicon Valley investors in its pursuit of geoengineering technology. Lowercarbon Capital, one of the most respected climate tech venture capital firms, led the funding round. Stardust previously raised a seed round of $15 million from Canadian and Israeli investors. It has not disclosed a valuation.
Yedvab assured me that once Stardust’s geoengineering system is ready to deploy, governments will decide whether and when to do so.
But even if it is successful, Stardust’s technology will not remove climate risk entirely. “There will still be extreme weather events. We’re not preventing them altogether,” Yedvab said. Rather, tinkering with the Earth’s atmosphere on a planetary scale could help preserve something like normal life — “like the life that all of us, you, us, our children have been experiencing over the last few decades.” The new round of funding, he says, will put that dream within reach.
Yedvab, 54, has salt and pepper hair and a weary demeanor. When I met him earlier this month, he and his cofounder, Stardust Chief Product Officer Amyad Spector, had just flown into New York from Tel Aviv, before continuing on to Washington, D.C., that afternoon. Yedvab worked for many years at the center of the Israeli scientific and defense establishment. From 2011 to 2015, he was the deputy chief research scientist at the Israeli Atomic Energy Commission. He was also previously the head of the physics division at the highly classified Israeli nuclear research site in Negev, according to his LinkedIn.
Spector, 42, has also spent much of his career working for the Israeli government. He was a physics researcher at the Negev Nuclear Research Center before working on unspecified R&D projects for the government for nearly a decade, as well as on its Covid response. He left the government in December 2022.
Stardust’s story, in their telling, began in the wake of the pandemic, when they and their third cofounder — Eli Waxman, a particle physics professor at the Weizmann Institute of Science — became curious about climate change. “We started [with a] first principles approach,” Yedvab told me. What were countries’ plans to deal with warming? What did the data say? It was a heady moment in global climate politics: The United States and Europe had recently passed major climate spending laws, and clean energy companies were finally competing on cost with oil and gas companies.
Yet Yedvab was struck by how far away the world seemed to be from meeting any serious climate goal. “I think the thing that became very clear early on is that we’re definitely not winning here, right?” he told me. “These extreme weather events essentially destroy communities, drain ecosystems, and also may have major implications in terms of national security,” he said. “To continue doing what we’re doing over the next few decades and expecting materially different results will not get us where we want to be. And the implications can be quite horrific.”
Then they came across two documents that changed their thinking. The first was a 2021 report from the National Academies of Sciences in the United States, which argued that the federal government should establish “a transdisciplinary, solar geoengineering research program” — although it added that this must only be a “minor part” of the country’s overall climate studies and could not substitute for emissions reductions. Its authors seemed to treat solar geoengineering as a technology that could be developed in the near term, akin to artificial intelligence or self-driving cars.
They also found a much older article by the physicist Edward Teller — the same Teller who had battled with J. Robert Oppenheimer during the Manhattan Project. Teller had warned the oil industry about climate change as early as 1959, but in his final years he sought ways to avoid cutting fossil fuels at all. Writing in The Wall Street Journal weeks before the Kyoto Protocol meetings in 1997, an 89-year-old Teller argued that “contemporary technology offers considerably more realistic options for addressing any global warming effect” than politicians or activists were considering.
“One particularly attractive approach,” he wrote, was solar geoengineering. Blocking just 1% of sunlight could reduce temperatures while costing $100 million to $1 billion a year, he said, a fraction of the estimated societal cost of paring fossil fuels to their 1990 levels. A few years later, he wrote a longer report for the Energy Department arguing for the “active technical management” of the atmosphere rather than “administrative management” of fossil fuel consumption. He died in 2003.
The documents captivated the two scientists. What began to appeal to Yedvab and Spector was the economy of scale unlocked by the stratosphere — the way that just a few million tons of material could change the global climate. “It's very easy to understand why, if this works, the benefit could be enormous,” Yedvab said. “You can actually stop global warming. You can cool the planet and avoid a large part of the suffering. But then again, it was a very theoretical concept.” They incorporated Stardust in early 2023.
Economists had long anticipated the appeal of such an approach to climate management. Nearly two decades ago, the Columbia economist Scott Barrett observed that solar geoengineering’s economics are almost the exact opposite of climate change’s: While global warming is a “free rider” problem, where countries must collaborate to avoid burning cheap fossil fuels, solar geoengineering is a “free driver” problem, where one country could theoretically do it alone. Solar geonengineering’s risks lay in how easy it would be to do — and how hard it would be to govern.
Experts knew how you would do it, too: You would use sulfate aerosols — the tiny airborne chemicals formed when sulfur from volcanoes or fossil fuels reacts with water vapor, oxygen, and other substances in the air. In a now classic natural experiment Teller cited in his Journal op-ed, when Mount Pintabuo erupted in 1991 in the Philippines, it hurled a 20 million ton sulfur-dioxide cloud into the stratosphere, cooling the world by up to 1.3 degrees Fahrenheit before the sulfates rained out.
But to Yedvab, “sulfates look like a poor option,” he told me. Sulfates and sulfur oxides are nasty pollutants in their own right — they can cause asthma attacks, form acid rain, and may damage the ozone layer when in the stratosphere. For this reason, the International Maritime Organization adopted new rules restricting the amount of sulfur in cargo shipping fuels; these rules — in yet another natural experiment — seem to have accidentally accelerated global warming since 2020.
Yedvab and Spector anticipated another problem with sulfates: The atmosphere already contains tens of millions of tons of them. There is already so much sulfate in the sky from natural and industrial processes, they argue, that scientists would struggle to monitor whatever was released by geoengineers; Spector estimates that the smallest potential geoengineering experiment would require emitting 1 million tons of it. The chemical seemed to present an impossible trade-off to policymakers: How could a politician balance asthma attacks and acid rain against a cooler planet? “This is not something that decisionmakers can make a decision about,” Yedvab concluded.

Instead, the three founders tried starting at the end of the process, as they put it. What would an ideal geoengineering system look like? “Let’s say that we are successful in developing a system,” Yedvab said. “What will be the questions that people like you — that policymakers, the general public — will ask us?”
Any completed geoengineering system, they concluded, would need to meet a few constraints. It would need, first, a particle that could reflect a small amount of sunlight away from Earth while allowing infrared radiation from the planet’s surface to bounce back into space. That particle would need to be tested iteratively and manufactured easily in the millions of tons, which means it would also have to be low-cost.
“This needs to be a scalable or realistic particle that we know from the start how to produce at scale in the millions of tons, and at the relevant target price of a few dollars per kilo,” Yedvab said. “So not diamonds or something that we've done at the lab but have no idea how to scale it up,” Yedvab said.
It would need to be completely safe for people and the biosphere. Stardust hopes to run its particle through a safety process like the ones that the U.S. and EU subject food or other materials to, Yedvab said. “This needs to be as safe as, say, flour or some food ingredient,” Yedvab said. The particle would also need to be robust and inert in the stratosphere, and you would need some way to manage and identify it, perhaps even to track it, once it got there.
Second, the system would need some way to “loft” that particle into the stratosphere — some machine that could disperse the particle at altitude. Finally, it would need some way to make the particles observable and controllable, to make sure they are acting as intended. “For visibility, for control, for, I would say, geopolitical implications — you want to make sure you actually know where, how these particles move around, Yedvab said.
Stardust received $15 million in seed funding from the venture firm AWZ and Solar Edge, an Israeli energy company, in early 2024. Soon after, the founders got to work.
The world has come close to solving a global environmental crisis at least once before. In 1987, countries adopted the Montreal Protocol, which set out rules to eliminate and replace the chlorofluorocarbons that were destroying the stratospheric ozone hole. Nearly 40 years later, the ozone hole is showing signs of significant recovery. And more to the point, almost nobody talks about the ozone hole anymore, because someone else is dealing with it.
“I would say it was the biggest triumph of environmental diplomacy ever,” Yedvab said. “In three years, beginning to end, the U.S. government was able to secure the support of essentially all the major powers in solving a global problem.” The story is not quite that simple — the Reagan administration initially resisted addressing the ozone hole until American companies like DuPont stood to benefit by selling non-ozone-depleting chemicals — but it captures the kind of triumphant U.S.-led process that Stardust wouldn’t mind seeing repeated.
In 2024, soon after Stardust raised its seed round, Yedvab approached the Swiss-Hungarian diplomat Janos Pasztor and invited him to join the company to advise on the thicket of issues usually simplified as “governance.” These can include technical-seeming questions about how companies should test their technology and who they should seek input from, but they all, at their heart, get to the fundamentally undemocratic nature of solar geoengineering. Given that the atmosphere is a global public good, who on Earth has the right to decide what happens to it?
Pasztor is the former UN assistant secretary-general for climate change, but he was also the longtime leader of the Carnegie Climate Governance Initiative, a nonprofit effort to hammer out consensus answers to some of those questions.
Pasztor hesitated to accept the request. “It was a quadruple challenge,” he told me, speaking from his study in Switzerland. He and his wife frequently attend pro-Palestine demonstrations, he said, and he was reluctant to work with anyone from Israel as long as the country continued to occupy Gaza and the West Bank. Stardust’s status as a private, for-profit enterprise also gave him pause: Pasztor has long advocated for SRM research to be conducted by governments or academics, so that the science can happen out in the open. Stardust broke with all of that.
Despite his reservations, he concluded that the issue was too important — and the lack of any regulation or governance in the space too glaring — for him to turn the company away. “This is an issue that does require some movement,” he said. “We need some governance for the research and development of stratospheric aerosol injection … We don’t have any.”
He agreed to advise Stardust as a contractor, provided that he could publish his report on the company independently and donate his fee to charity. (He ultimately gave $27,000 to UNRWA, the UN agency for Palestinian refugees.)
That summer, Pasztor completed his recommendations, advising Stardust — which remained in stealth mode — to pursue a strategy of “maximum transparency” and publish a website with a code of conduct and some way to have two-way conversations with stakeholders. He also encouraged the company to support a de facto moratorium on geoengineering deployment, and to eventually consider making its intellectual property available to the public in much the same way that Volvo once opened its design for the three-point seatbelt.
His report gestured at Stardust’s strangeness: Here was a company that said it hoped to abide by global research norms, but was, by its very existence, flouting them. “It has generally been considered that private ownership of the means to manage the global atmosphere is not appropriate,” he wrote. “Yet the world is currently faced with a situation of de facto private finance funding [stratospheric aerosol injection] activities.”
Pasztor had initially hoped to publish his report and Stardust’s code of conduct together, he told me. But the company did not immediately establish a website, and eventually Pasztor simply released his report on LinkedIn. Stardust did not put up a website until earlier this year, during the reporting process for a longer feature about the company by the MIT-affiliated science magazine Undark. That website now features Pasztor’s report and a set of “principles,” though not the code of conduct Pasztor envisioned. They are “dragging their feet on that,” he said.
As news of the company trickled out, Stardust’s leaders grew more confident in their methods. In September 2024, Yedvab presented on Stardust’s approach to stratospheric researchers at the National Oceanic and Atmospheric Administration’s chemical sciences laboratory in Boulder, Colorado. The lab’s director, David Fahey, downplayed the importance of the talk. “There’s a stratospheric community in the world and we know all the long-term members. We’re an open shop,” he said. “We’ll talk to anyone who comes.” Stardust is the only company of its size and seriousness that has shown up, he said.
Stardust is the only company of its size and seriousness working on geoengineering, period, he added. “Stardust really stands out for the investment that they’re trying to make into how you might achieve climate intervention,” he said. “They’re realizing there’s a number of questions the world will need answered if we are going to put the scale of material in the stratosphere that they think we may need to.” (At least one other U.S. company, Make Sunsets, has claimed to release sulfates in the atmosphere and has even sold “cooling credits” to fund its work. But it has raised a fraction of Stardust’s capital, and its unsanctioned outdoor experiments set off such a backlash that Mexico banned all solar geoengineering experiments in response.)
Pasztor continued to work with Stardust throughout this year despite the company’s foot-dragging. He left this summer when he felt like he was becoming a spokesperson for a business that he merely advised. Stardust has more recently worked with Matthew Waxman, a Columbia law professor, on governance issues through the company WestExec Advisors.
Today, Stardust employs a roughly 25-person team that includes physicists, chemists, mechanical engineers, material engineers, and climate experts. Many of them are drawn from Yedvab and Spector’s previous work on Israeli R&D projects.
The company is getting closer to its goals. Yedvab told me that it has developed a proprietary particle that meets its safety and reflectivity requirements. Stardust is now seeking a patent for the material, and it will not disclose the chemical makeup until it receives intellectual property protection. The company claims to be working with a handful of academics around the world on peer-reviewed studies about the particle and broader system, although it declined to provide a list of these researchers on the record.
As Yedvab sees it, the system itself is the true innovation. Stardust has engineered every part of its approach to work in conjunction with every other part — a type of systems thinking that Yedvab and Spector presumably brought from their previous career in government R&D.
Spector described one representative problem: Tiny particles tend to attract each other and clump together when floating in the air, which would decrease the amount of time they spend in the atmosphere, he said. Stardust has built custom machinery to “deagglomerate” the particles, and it has made sure that this dispersion technology is small and light enough to sit on an aircraft flying at or near the stratosphere. (The stratosphere begins at about 26,000 feet over the poles, but 52,000 feet above the equator.)
This integrated approach is part of why Stardust believes it is much further along than any other research effort. “Whatever group that would try to do this, you would need all those types of [people] working together, because otherwise you might have the best chemist, or make the best particle, but it would not fly,” Spector said.
With the new funding, the company believes that its technology could be ready to deploy as soon as the end of this decade. By then, the company hopes to have a particle fabrication facility, a mid-size fleet of aircraft (perhaps a fraction of the size of FedEx’s), and an array of monitoring technology and software ready to deploy.
Even then, its needs would be modest. That infrastructure — and roughly 2 million tons of the unspecified particle — would be all that was required to stop the climate from warming further, Spector said. Each additional million tons a year would reduce Earth’s temperature about half of a degree.
Yet having the technology does not mean that Stardust will deploy it, Yedvab said. The company maintains that it won’t move forward until governments invite it to. “We will only participate in deployment which will be done under adequate governance led by governments,” Yedvab told me. “When you're dealing with such an issue, you should have very clear guiding principles … There are certain ground rules that — I would say in the lack of regulation and governance — we impose upon ourselves.”
He said the company has spoken to American policy makers “on both sides of the aisle” to encourage near-term regulation of the technology. “Policymakers and regulators should get into this game now, because in our view, it's only a matter of time until someone will say, Okay, I'm going and trying to do it,” Yedvab said. “And this could be very dangerous.”
There is a small and active community of academics, scientists, and experts who have been thinking and studying geoengineering for a long time. Stardust is not what almost any of them would have wished a solar geoengineering company to look like.
Researchers had assumed that the first workable SRM system would come from a government, emerging at the end of a long and deliberative public research process. Stardust, meanwhile, is a for-profit company run by Israeli ex-nuclear physicists that spent years in stealth mode, is seeking patent protections for its proprietary particle, and eventually hopes — with the help of the world’s governments — to disperse that particle through the atmosphere indefinitely.
For these reasons, even experts who in other contexts support aggressive research into deploying SRM are quite critical of Stardust.
“The people involved seem like really serious, thoughtful people,” David Keith, a professor and the founding faculty director of the Climate Systems Engineering Initiative at the University of Chicago, told me. “I think their claims about making an inert particle — and their implicit assumption that you can make a particle that is better than sulfates” are “almost certain to be wrong.”
Keith, who is on the scientific advisory board of Reflective, a San Francisco-based nonprofit that aims to accelerate SRM research and technology development, has frank doubts about Stardust’s scientific rationale. Sulfates are almost certainly a better choice than whatever Stardust has cooked up, he said, because we have already spent decades studying how sulfates act. “There’s no such particle that’s inert in the stratosphere,” he told me. “Now maybe they’ve invented something they’ll get a Nobel Prize for that violates that — but I don’t think so.”
He also rejects the premise that for-profit companies should work on SRM. Keith, to be clear, does not hate capitalism: In 2009, he founded the company Carbon Engineering, which developed carbon capture technology before the oil giant Occidental Petroleum bought it for $1.1 billion in 2023. But he has argued since 2018 that while carbon capture is properly the domain of for-profit firms, solar engineering research should never be commercialized.
“Companies always, by definition, have to sell their product,” he told me. “It’s just axiomatic that people tend to overstate the benefits and undersell the risk.” Capitalistic firms excel at driving down the cost of new technologies and producing them at scale, he said. But “for stratospheric aerosol injection, we don’t need it to be cheaper — it’s already cheap,” he continued. “We need better confidence and trust and better bounding of the unknown unknowns.”
Shuchi Talati, who founded and leads the Alliance for Just Deliberation on Solar Geoengineering, is also skeptical. She still believes that countries could find a way to do solar geoengineering for the public good, she told me, but it will almost certainly not look like Stardust. The company is in violation of virtually every norm that has driven the field so far: It is not open about its research or its particle, it is a for-profit company, and it is pursuing intellectual property protections for its technology.
“I think transparency is in every single set of SRM principles” developed since the technology was first conceived, she said. “They obviously have flouted that in their entirety.”
She doubted, too, that Stardust could actually develop a new and totally biosafe chemical, given the amount of mass that would have to be released in the stratosphere to counteract climate change. “Nothing is biosafe” when you disperse it at sufficient scale, she said. “Water in certain quantities is not biosafe.”
The context in which the company operates suggests some other concerns. Although SRM would likely make a poor weapon, at least on short time scales, it is a powerful and world-shaping technology nonetheless. In that way, it’s not so far from nuclear weapons. And while the world has found at least one way to govern that technology — the nonproliferation regime — Israel has bucked it. It is one of only four countries in the world to have never signed the Nuclear Nonproliferation Treaty. (The others are India, Pakistan, and South Sudan.) Three years ago, the UN voted 152 to 5 that Israel must give up its weapons and sign the treaty.
These concerns are not immaterial to Stardust, given Yedvab and Spector’s careers working as physicists for the government. In our interview, Yedvab stressed the company’s American connections. “We are a company registered in the U.S., working on a global problem,” he told me. “We come from Israel, we cannot hide it, and we do not want to hide it.” But the firm itself has “no ties with the Israeli government — not with respect to funding, not with respect to any other aspect of our work,” he said. “It’s the second chapter in our life,” Spector said.
Stardust may not be connected to the Israeli government, but some of its funders are. The venture capital firm AWZ, which participated in its $15 million seed round, touts its partnership with the Israeli Ministry of Defense’s directorate of defense R&D, and the fund’s strategic advisors include Tamir Pardo, the former director of the Israeli intelligence agency Mossad. “We have no connection to the Israeli government or defense establishment beyond standard regulatory or financial obligations applicable to any company operating in Israel,” a spokesperson for Stardust reiterated in a statement when I asked about the connection. “We are proud that AWZ, along with all of our investors, agrees with our mission and believes deeply in the need to address this crisis.”
One of Stardust’s stated principles is that deployment should be done under “established governance, guided by governments and authorized bodies.” But its documentation provides no detail about who those governments might be or how many governments amount to a quorum.
“The optimal case, in my view, is some kind of a multilateral coalition,” Yedvab said. “We definitely believe that the U.S. has a role there, and we expect and hope also the other governments will take part in building this governance structure.”
Speaking with Pasztor, I observed that the United States and Israel’s actions often deviate sharply from what the rest of the world might want or inscribe in law. What if they decided to conduct geoengineering themselves? “This gets into a pretty hairy geopolitical discussion, but it has to be had,” Pasztor told me. He had discussed similar issues with the company, he said, adding that “at just about every meeting he had” with the team, Stardust’s leaders hoped to “disassociate and distance themselves” from the current Israeli government. “Even when there were suggestions in my recommendations that the first step is to work through ‘your government’ — their thinking was, Okay, we will do it with the Americans,” he said.
He also discussed with the team the risks of the United States going it alone and pursuing stratospheric aerosol injection by itself. That would produce an enormous backlash, Pasztor warned, especially when the Trump administration “is doing everything contrary to what one should do” to fight climate change. “And then doing the U.S. and Israel together — given the current double geopolitical context — that would be even worse,” he said. (“Of course, they could get away with it,” he added. “Who can stop the U.S. from doing it?”)
And that hints at perhaps the greatest risk of Stardust’s existence: that it prevents progress on climate change simply because it will discourage countries from cutting their fossil fuel use. Solar geoengineering’s biggest risk has long seemed to be this moral hazard — that as soon as you can dampen the atmospheric effects of climate change, countries will stop caring about greenhouse gas emissions. It’s certainly something you can imagine the Trump administration doing, I posed to Yedvab.
Yedvab acknowledged that it is a “valid argument.” But the world is so off-track in meeting its goals, he said, that it needs to prepare a Plan B. He asked me to imagine two different scenarios, one where the world diligently develops the technology and governance needed to deploy solar geoengineering over the next 10 years, and another where it wakes up in a decade and decides to crash toward solar geoengineering. “Now think which scenario you prefer,” he said.
Perhaps Stardust will not achieve its goals. Its proprietary particle may not work, or it could prove less effective than sulfates. The company claims that it will disclose its particle once it receives its patent — which could happen as soon as next year, Yedvab and Spector said — and perhaps that process will reveal some defect or other factor that means it is not truly biosafe. The UN may also try to place a blanket ban on geoengineering research, as some groups hope.
Yet Stardust’s mere existence — and the “free driver” problem articulated by Barrett nearly two decades ago — suggests that it will not be the last to try to develop geoengineering technology. There is a great deal of interest in SRM in San Francisco’s technology circles; Pastzor told me that he saw Reflective as “not really different” from Stardust outside of its nonprofit status. “They’re getting all the money from similar types of funders,” he said. “There is stuff happening and we need to deal with it.” (A Reflective representative disputed this characterization, saying that the nonprofit publishes its funders and has no financial incentive to support geoengineering deployment.)
For those who have fretted about climate change, the continued development of SRM technology poses something of a “put up or shut up” moment. One of the ideas embedded in the concept of “climate change” is that humanity has touched everywhere on Earth, that nowhere is safe from human influence. But subsequent environmental science has clarified that, in fact, the Earth has not been free of human influence for millennia. Definitely not since 1492, when the flora and fauna of the Americas encountered those of Afro-Eurasia for the first time — and probably not since human hunters wiped out the Ice Age’s great mammal species roughly 10,000 years ago. The world has over and over again been remade by human hands.
Stardust may not play the Prometheus here and bring this particular capability into humanity’s hands. But I have never been so certain that someone will try in our lifetimes. We find ourselves, once again, in the middle of things.
Editor’s note: This story has been updated to include a response from the Reflective team.
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A new study suggests skeptical voters don’t respond to such urgent language — while climate-concerned voters find it depressing.
This is an edition of Heatmap Daily, a digest from our executive editor that comes out every weekday. Subscribe to this newsletter here.
We have a fascinating new project to share with you today. It gets to the heart of the question: Is there anything that can make Americans care about climate change right now?
Starting last year, Heatmap commissioned Embold Research to study what U.S. voters currently think about climate change — what messages are connecting with Americans today and which ones are falling flat.
It’s out now. I wasn’t directly involved in this research — other members of our team led it — but I think the results are interesting, useful, and worth your attention. (Embold Research is a frequent research partner of ours, too: They conduct our data center polling.)
The report divvied the electorate into three buckets — registered voters who are already persuaded about climate change, those who are persuadable, and skeptics who are less likely to be convinced — and examines what they believe about politics, major political issues, energy, and the environment.
In the study’s first phase, for instance, we asked more than 3,200 Americans to rank 11 different issues in their relative importance. Just over 50% of Americans think climate change is “very” or “extremely important” — and while that may sound encouraging, it actually means that climate change ranked last among the 11 issues we tested.
“The environment” ranks much higher among the three cohorts, with 70% of Americans considering it at least “very” important. The economy, jobs, inflation, and the cost of living dominate voter concerns.
What’s interesting, though, is that these questions of issue importance reverse among the group of “persuaded” Americans. This group believes climate change to be among the most dire problems facing the United States. They’re concerned about the economy too, to be clear — but they also rank healthcare costs, the environment, and threats to democracy more highly than other groups. (Perhaps unsurprisingly, this group identifies overwhelmingly as Democrats.)
My colleague Jeva Lange has more on another finding from the research: why voters don’t believe politicians when they say clean energy is the cheapest form of energy available. You should read her story — but before we go, I want to highlight one more finding from the study.
In the study’s second phase, Embold Research called back 15 of the respondents from the first poll and held in-depth interviews with them about their beliefs on climate, politics, and what messages they responded well to (and which ones turned them off). Then it surveyed a new sample of more than 2,100 Americans, using lessons from the interviews to inform their questions.
One lesson from those phases: Calling climate change a “crisis” or “catastrophe” fell flat among voters — but for different reasons among each cohort.
For voters who are already persuaded about climate change’s dangers, the framing is demotivating. Those people are already worried about climate change, and so hearing that more informed advocates are worried about a climate “crisis” or “catastrophe” just makes them more numb and depressed.
Skeptics, meanwhile, think the language is meant to manipulate them. And for voters who could be persuaded about climate change, talk of a “crisis” conflicts with their observation of gradual change and punctuated equilibrium.
That message sits at odds with how Democratic politicians and issue advocates talked about climate change in the first few years of this decade, obviously. And it points to another interesting finding: Even when American voters are skeptical of climate change as an issue area, they still generally care about the environment.
This new report is the first in a series of Heatmap reports on how American voters view climate, clean energy, and sustainability issues. If you'd like to receive our latest updates, downloadable reports, and invitations for special briefings, please fill out this form.
New polling by Heatmap and Embold Research shows where one of climate advocates’ favorite arguments for renewables is falling short.
It’s the million-dollar question of clean energy advocacy: How do you persuade climate change skeptics to love renewables?
For years, the clean energy industry has treated the fact that renewables are the cheapest form of new electricity as its messaging trump card. This argument has the advantage of being true. Yes, there is nuance, room for debate, and always the possibility that things could change dramatically in the future. But this summer, the investment bank Lazard reconfirmed what the Lawrence Berkeley National Laboratory and the International Renewable Energy Agency — and plenty of other independent analyses — had found before it: that wind and solar energy are, on the whole, cheaper than fossil fuels.
And yet according to new polling and focus group conversations conducted by Heatmap News and Embold Research, the affordability argument barely moves the needle for the segment of the American public that most needs convincing. More than two-thirds (78%) of voters who are “doubtful” or “dismissive” of climate change — a population segment described by the Yale Program on Climate Communications and that we have labeled as “skeptics” — told us they believe that advocates for wind and solar energy exaggerate how cheap the sources have become (a mere 17% disagreed).
Even for those in the middle who are “persuadable” on climate change (as opposed to the “persuadeds,” who describe themselves as “alarmed” about it), an affordability argument doesn’t land cleanly — 62% believed the claims are exaggerated compared to 24%. In fact, a majority of all voters — 55% — told us that wind and solar are only cost-competitive with oil and gas because of subsidies, even as 75% acknowledge that oil and gas companies get government help lowering costs, too.
Inflation Reduction Act postmortems have a tendency to hand-wring about the Biden administration and its proxies’ lack of success pitching the affordability angle to the American public. Our polling backed up some of this. The pervasive conviction seems to be that the economic upsides of renewable energy aren’t real: 57% of all voters (and 78% of the subset of climate change skeptics) said clean energy advocates exaggerate how cheap wind and solar have become.
But as clean energy advocates look ahead to what to try the next time, our polling offers a cautionary note: The messenger, not just the message, needs a tweak. Independent scientists and researchers were the only group trusted by a majority of voters (63%), and even then, skeptics remained difficult to break through with, as less than a third putting their trust in any messenger at all.
If there’s a bright spot in our polling, it’s that attacks on clean energy have also apparently failed to gain traction. When we asked voters in a separate poll what they think is driving their bills higher, clean energy was among the least identified factors. Just 31% of voters blamed the renewable energy industry, compared with 58% who picked out new data center construction, 55% for the oil and gas industry, 52% for the aging electrical grid, and 48% for rising electricity demand. Our polling appears to describe, then, an electorate that doesn’t blame clean energy for raising electricity bills, but also doesn’t buy the messaging that it could help bring them down.
Breaking through with skeptics and persuadables is obviously the key for turning public opinion in favor of clean energy. In pursuit of that goal, Embold conducted interviews with voters to better understand where the potential openings might be for clean energy messaging to break through — and to identify the kind of language that might hamper that goal. But even after synthesizing the findings and crafting a political message designed to appeal to skeptics’ concerns — one that highlighted the falling cost of renewable electricity alongside arguments about energy security and job creation — a mere 7% of skeptics found it “extremely believable.” “Without my tax dollars, [renewables are] too expensive,” one Trump voter told us. “It will all be in a landfill in 20 years!” (Note that “skeptics” isn’t a political designation, although 89% of them told us they voted for President Trump in the last election.)
Heatmap’s polling offered a more pessimistic view of the electorate compared to comparable polling by other groups, which have found that messages about bringing down electricity bills via increasing clean energy resonate across the broad political spectrum. “We obviously do a fair amount of phone polling, and we’ve been surprised how positive people have been on clean energy and how much they see it as a central part of the solution to the energy affordability crisis that everybody is feeling,” Jesse Lee, a senior advisor at the advocacy and communications organization Climate Power, told me. (Climate Power’s poll notably looks at the whole electorate — skeptics, persuadables, and persuadeds alike — rather than segmenting their findings for more specific messaging purposes.) “But,” he agreed, “certainly there are holdouts.”
Just 20% of the skeptics Embold surveyed, for instance, told us that seeing a comparison of what families saved on their electricity bills after installing rooftop solar would improve their opinion of the technology’s affordability — and 54% said nothing could convince them that solar was affordable. A full 75% of skeptics also agreed with the statement that clean energy technologies such as rooftop solar, electric heat pumps, and electric vehicles have a high enough upfront cost that the savings over time wouldn’t be “worth it.” When asked about utility-scale generation, skeptics viewed nuclear, coal, and natural gas as the least expensive options, with wind being the most expensive, followed by solar.
I asked Lee at Climate Power if he thinks it’s worth trying to reach these entrenched climate skeptics, who make up 22% of the electorate according to our polling. “To the extent that there are limited resources, that’s probably not where you spend all your time,” he said. “You shoot for people that are at least a little bit open to it — but who might be the neighbors of [the skeptics],” he said.
“If that neighbor gets solar panels on their roof, and suddenly they’re walking around the neighborhood telling people their electricity bill was $0 last month, that’s going to have a lot more effect on a person who’s entrenched than hearing a political message from a political group,” Lee went on.
Among people who said they don’t have or can’t afford solar, just 28% told us that “seeing data showing how much money families save on their electricity bills” with solar would help convince them on its affordability. That beat out tax credits (24%), lower upfront costs (23%), financing options (19%) — and yes, “hearing about a neighbor or friend who saved money after getting solar,” which only 12% of people said might change their minds. And though only 20% of skeptics said being shown bill data would change their opinion, bill data was also the only messaging approach that ranked at or near the top of all groups alike.
Unsurprisingly, the “persuadables” group turned out to be more responsive on the question of whether clean energy is affordable. More than a quarter (27%) were receptive to bill savings data, and 60% said they trusted scientists as messengers. But crafting that message is still an uphill battle with the demographic: When Embold tailored a statement intended to move the group, fewer than three in 10 actually found it convincing.
Winning on messaging about clean energy affordability, then, is far more complicated than simply laying out facts and comparisons of renewables in a speech or advertisement. Being asked the question in a poll is not the same as a real-world test case, of course, but, but the wrong messenger risks alienating the people who most need to be convinced, our research shows. Proof needs to be local and tailored — perhaps an impossible ask of a national or even state-level general campaign.
Cost, as a message, is still a winner, in other words. But the window for communicating on it is far narrower than many advocates likely realize. As one 2024 third-party voter told us after reading Embold’s three tailored messages on clean energy, “I don’t really like any of them. They all seem to just be telling me the ‘truth,’ but I don’t know the truth without evidence.”
This is the first in a series of Heatmap reports on how U.S. voters view climate, clean energy, and sustainability issues. If you'd like to receive our latest updates, downloadable reports, and invitations for special briefings, please fill out this form.
On solar manufacturing, New England gas, and Pacific Northwest geothermal
Current conditions: The Pacific just can’t catch a break this hurricane season as forecasters warn that a new tropical development called Invest 96E could form in the next two days off Baja California, right behind Hurricane Lowell • In Indonesia, the wildfires blazing through the peatlands and forests of Borneo and Sumatra are now emitting by far the most carbon dioxide of any blazes in the world • A late-summer heat wave is sending temperatures along the California coastline beyond 100 degrees Fahrenheit this week.
When Alphabet inked its first nuclear deal in 2024, the Google parent company opted to back a next-generation, fluoride salt-cooled reactor startup called Kairos Power. Six months later, the tech behemoth contracted Elementl Power, a nuclear project developer that works with all kinds of reactors, to scout locations for deploying novel atomic technologies. Last October, Google broadened its approach to focus on large-scale reactors that either already existed or were under development. The company eyed financing the construction of the abandoned Westinghouse AP1000s planned for the V.C. Summer plant in South Carolina before the project went under nearly a decade ago. Then Google and NextEra began laying the groundwork to restart the Duane Arnold nuclear station, Iowa’s only such plant, which shut down in 2020. As I told you on Tuesday, that latter deal took a major step forward when the Department of Energy pledged $1.9 billion toward bringing the single 615-megawatt reactor back online.
Now Google is exporting its strategy to Europe. On Wednesday, the giant announced a 22-year power purchase agreement with the Finnish utility Fortum Oyj to extend the life of the Loviisa nuclear station by buying as much as 50% of its electricity from 2030 to 2049. The contract — the first of its kind in Europe to provide for direct power purchases between a specific power plant and a hyperscaler — starts in 2028.
The deal is part of a broader $15.1 billion investment into artificial intelligence infrastructure throughout Finland over the next two years, and will direct roughly $1.1 billion toward the plant’s relicensing. “Long-term partnerships like the one between Fortum and Google are essential to making that happen, especially in today’s uncertain market environment characterized by low visibility and highly volatile electricity prices,” Fortum CEO Markus Rauramo said in a statement. In a text message last night, Emmet Penney, the director of energy and infrastructure at the Foundation for American Innovation, told me it was once “fashionable to say that nuclear was dead in the West, that we could only look on as nuclear slouched toward its demise and irrelevance.” Now, however, “Google is doing the world a favor by showing why and how that view was wrong” by demonstrating willingness to put its money where its mouth is to expand the power supply, he said. “Some things are fads, but nuclear is never out of season.”
Global investments in manufacturing clean technology fell 14% in the first quarter of 2026 and another 7% in the second three-month window, according to an analysis by the Rhodium Group’s Clean Investment Monitor released Thursday of the first half of this year. For the first time, China’s share of green manufacturing investments dipped below a third, marking a significant decline from its peak of over 71% in 2023. A major drop in the expansion of solar panel factories accounted for much of the slowdown. Investments in new factories fell by 83% in the second quarter of 2026 compared to the peak in the last three months of 2023. China accounted for 94% of the decline. But China’s contraction came with expansion elsewhere. India, for example, saw solar factory investments accelerate from 5% to 48%, making it the largest net contributor for the past four quarters. Solar manufacturing is expanding in the U.S., and the Department of Commerce’s new import duties on the polysilicon needed to make most panel components should help that continue. But the overall picture for clean energy investment, as my colleague Emily Pontecorvo described in the spring, is mixed.
There are green shoots, however. While the amount of capital spent on construction of new manufacturing and industrial plants slowed, the value of such investments rose 10% in the first quarter of this year and held steady in the second quarter, breaking a 10-quarter streak of declines in announced investments. The bulk of the deals were in critical minerals, wind, sustainable aviation fuel, batteries, and — yes — solar. But there’s also more coal. On Thursday morning, the International Energy Agency forecast global coal demand to reach a record high of nearly 9 billion metric tons this year.
The U.S. has enough solar panels in operation today to power more than 50 million American homes, representing over a third of households. That’s according to the latest market analysis conducted by the consultancy Wood Mackenzie on behalf of the Solar Energy Industries Association and released early this morning. Solar developers added 11.4 gigawatts of generating capacity in the second quarter of 2026, a 45% increase from the same period last year and 43% increase from the first three months of this year. Most of that new capacity came from utility-scale projects, which added 9.6 gigawatts — a 61% year-over-year leap. “Solar and storage have grown to a scale most Americans have yet to fully realize and we simply can’t meet America’s growing energy needs without these technologies,” Tim Pawlenty, the chief executive of the solar industry’s leading trade group, said in a statement.
It’s a milestone for solar’s expansion, and highlights the competitiveness of the technology despite the Trump administration’s crackdown on renewables it criticizes as too weather dependent. But it’s only a description of capacity. It’s virtually impossible for all the solar panels in the country to produce power at the same time, and the swings in electricity production are ultimately what draw criticism from those who instead push for generating stations that can pump out power at all times of day. That, in my view, makes the most important signal in the report the speed of the growth, demonstrating how quickly solar can come online and serve surging demand.
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Yesterday I told you that a federal court overturned the water permits New Jersey issued for construction of a pipeline to carry more natural gas into the Northeast, delivering a blow to the pipeline push the region is gearing up for as winter energy demands increasingly become what my colleague Matthew Zeitlin described bluntly last year as “a problem.” But there’s some good news, via the latest analysis from the U.S. Energy Information Administration. Enough cheap gas is flowing into New England at a moment when consumption is relatively low to push down prices. Natural gas prices at Algonquin Citygate, a trading and pricing hub in Boston that averages out what New England is paying for the fuel, are now trading at a discount compared to the main U.S. benchmark, the Henry Hub. Prices at Algonquin Citygate averaged 43 cents per million British thermal units less than Henry Hub from April through July. Part of the price drop came from a drop in demand as home heating fell off during the summer and solar generation increased during longer sunny days. Increased supply from Appalachia was another factor, as was a spike in imports from Canada.
Emissions of greenhouse gases from fossil fuels and agriculture are widely recognized as the primary drivers behind rising global temperatures. But scientists have long warned that, as the planet grows hotter, natural feedback loops will begin to pump more emissions into the atmosphere, from methane seeping out from decaying ancient material in thawing permafrost or carbon dioxide spewing from infernos like those scorching Indonesia’s biggest islands. A new study suggests that those warming-induced greenhouse gases from natural sources could amplify global warming by 20% to 30% this century, adding as much 0.4 degrees Celsius to the global temperature average. The authors of the study, published early Thursday morning in the journal Environmental Research Letters, billed it as the largest effort to date to quantify the combined impact of carbon dioxide and methane from permafrost thaw, wildfires, wetlands, and inland waterways. Permafrost thaw, however, comprises roughly half the projected emissions. The authors came from Stanford University, Woodwell Climate Research Center, research nonprofit Spark Climate Solutions, and the advocacy group Environmental Defense Fund. Even if emissions from human activities reached net zero, greenhouse gases could create feedback loops that raise global temperatures by at least 0.2 degrees Celsius by 2100. A higher emissions scenario could be twice that much warming.
“The results are a wake-up call, and it’s imperative that they be included in the next generation of climate policies,” Robert Jackson, the Stanford University professor and chair of the Global Carbon Project who co-authored the paper, said in a statement.
The Pacific Northwest is poised for a big geothermal push. Hexagon Energy, an independent energy developer, and timber and wood giant Weyerhaeuser Company just inked a strategic partnership that will clear the way for geothermal projects across the latter company’s vast property portfolio in Oregon and Washington. “Geothermal energy represents an emerging opportunity to provide clean and reliable, around-the-clock power, and our ownership presents a unique platform to evaluate that potential in the Pacific Northwest,” Kendall Fountain, Weyerhaeuser’s vice president of energy and natural resources, said in a statement. Once built, the projects are expected to generate up to 3 gigawatts of power.