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With the ongoing disaster approaching its second week, here’s where things stand.

A week ago, forecasters in Southern California warned residents of Los Angeles that conditions would be dry, windy, and conducive to wildfires. How bad things have gotten, though, has taken everyone by surprise. As of Monday morning, almost 40,000 acres of Los Angeles County have burned in six separate fires, the biggest of which, Palisades and Eaton, have yet to be fully contained. The latest red flag warning, indicating fire weather, won’t expire until Wednesday.
Many have questions about how the second-biggest city in the country is facing such unbelievable devastation (some of these questions, perhaps, being more politically motivated than others). Below, we’ve tried to collect as many answers as possible — including a bit of good news about what lies ahead.
A second Santa Ana wind event is due to set in Monday afternoon. “We’re expecting moderate Santa Ana winds over the next few days, generally in the 20 to 30 [mile per hour] range, gusting to 50, across the mountains and through the canyons,” Eric Drewitz, a meteorologist with the Forest Service, told me on Sunday. Drewitz noted that the winds will be less severe than last week’s, when the fires flared up, but he also anticipates they’ll be “more easterly,” which could blow the fires into new areas. A new red flag warning has been issued through Wednesday, signaling increased fire potential due to low humidity and high winds for several days yet.
If firefighters can prevent new flare-ups and hold back the fires through that wind event, they might be in good shape. By Friday of this week, “it looks like we could have some moderate onshore flow,” Drewitz said, when wet ocean air blows inland, which would help “build back the marine layer” and increase the relative humidity in the region, decreasing the chances of more fires. Information about the Santa Anas at that time is still uncertain — the models have been changing, and the wind is tricky to predict the strength of so far out — but an increase in humidity will at least offer some relief for the battered Ventura and Orange Counties.
The Palisades Fire, the biggest in L.A., ripped through the hilly and affluent area between Santa Monica and Malibu, including the Pacific Palisades neighborhood, the second-most expensive zip code in Los Angeles and home to many celebrities. Structures in Big Rock, a neighborhood in Malibu, have also burned. The fire has also encroached on the I-405 and the Getty Villa, and destroyed at least two homes in Mandeville Canyon, a neighborhood of multimillion-dollar homes. Students at nearby University of California, Los Angeles, were told on Friday to prepare for a possible evacuation.
The Eaton Fire, the second biggest blaze in the area, has killed 16 people in Altadena, a neighborhood near Pasadena, according to the Los Angeles Times, making it one of the deadliest fires in the modern history of California.
The 1,000-acre Kenneth fire is 100% contained but still burning near Calabasas and the gated community of Hidden Hills. The Hurst Fire has burned nearly 800 acres and is 89% contained and is still burning near Sylmar, the northernmost neighborhood in L.A. Though there are no evacuation notices for either the Kenneth or the Hurst fires, residents in the L.A. area should monitor the current conditions as the situation continues to be fluid and develop.
The 43-acre Sunset Fire, which triggered evacuations last week in Hollywood and Hollywood Hills, burned no homes and is 100% contained.
The Lidia Fire, which ignited in a remote area south of Acton, California, on Wednesday afternoon, burned 350 acres of brush and is 100% contained.
It can take years to determine the cause of a fire, and investigations typically don’t begin until after the fire is under control and the area is safe to reenter, Edward Nordskog, a retired fire investigator from the Los Angeles Sheriff’s Department, told Heatmap’s Emily Pontecorvo. He also noted, however, that urban fires are typically easier to pinpoint the cause of than wildland fires due to the availability of witnesses and surveillance footage.
The vast majority of wildfires, 85%, are caused by humans. So far, investigators have ruled out lightning — another common fire-starter — because there were no electrical storms in the area when the fires started. In the case of the Palisades Fire, there were no power lines in the area of the ignition, though investigators are now looking into an electrical transmission tower in Eaton Canyon as the possible cause of the deadly fire in Altadena. There have been rumors that arsonists started the fires, but investigators say that scenario is also pretty unlikely due to the spread of the fires and how remote the ignition areas are.
Officially, 24 people have died, but that tally is likely to rise. California Governor Gavin Newsom said Sunday that he expects “a lot more” deaths will be added to the total in the coming days as search efforts continue.
Incoming President Donald Trump slammed the response to the L.A. fires in a Truth Social post on Sunday morning: “This is one of the worst catastrophes in the history of our Country,” he wrote. “They just can’t put out the fires. What’s wrong with them?”
Though there is much blame going around — not all of it founded in reality — the challenges facing firefighters are immense. Last week, because of strong Santa Ana winds, fire crews could not drop suppressants like water or chemical retardant on the initial blazes. (In strong winds, water and retardant will blow away before they reach the flames on the ground.)
Fighting a fire in an urban or suburban area is also different from fighting one in a remote, wild area. In a true wildfire, crews don’t use much water; firefighters typically contain the blazes by creating breaks — areas cleared of vegetation that starve a fire of fuel and keep it from spreading. In an urban or suburban event, however, firefighters can’t simply hack through a neighborhood, and typically have to use water to fight structure fires. Their priority also shifts from stopping the fire to evacuating and saving people, which means putting out the fire itself has to wait.
What’s more, the L.A. area faced dangerous fire weather going into last week — with wind gusts up to 100 miles per hour and dry air — and the persistence of the Santa Ana winds during firefighting operations through the weekend made it extremely difficult for emergency managers to gain a foothold.
Trump and others have criticized Los Angeles for being unprepared for the fires, given reports that some fire hydrants ran dry or had low pressure during operations in Pacific Palisades. According to the Los Angeles Department of Water and Power, about 20% of hydrants were affected, mostly at higher elevations.
The problem isn’t a lack of preparation, however. It’s that the L.A. wildfires are so large and widespread, the county’s preparations were quickly overwhelmed. “We’re fighting a wildfire with urban water systems, and that is really challenging,” Los Angeles Department of Water and Power CEO Janisse Quiñones said in a news conference last week. When houses burn down, water mains can break open. Civilians also put a strain on the system when they use hoses or sprinkler systems to try to protect their homes.
On Sunday, Judy Chu, the Democratic lawmaker representing Altadena, confirmed that fire officials had told her there was enough water to continue the battle in the days ahead. “I believe that we're in a good place right now,” she told reporters. Newsom, meanwhile, has responded to criticism over the water failure by ordering an investigation into the weak or dry hydrants.
So-called “super soaker” planes have had no problem with water access; they’re scooping directly from the ocean.
Yes. Although aerial support was grounded in the early stages of the wildfires due to severe Santa Ana winds, flights resumed during lulls in the storms last week.
There is a misconception, though, that water and retardant drops “put out” fires; they don’t. Instead, aerial support suppresses a fire so crews can get in close and use traditional methods, like cutting a fire break or spraying water. “All that up in the air, all that’s doing is allowing the firefighters [on the ground] a chance to get in,” Bobbie Scopa, a veteran firefighter and author of the memoir Both Sides of the Fire Line, told me last week.
With winds expected to pick up early this week, aerial firefighting operations may be grounded again. “If you have erratic, unpredictable winds to where you’ve got a gust spread of like 20 to 30 knots,” i.e. 23 to 35 miles per hour, “that becomes dangerous,” Dan Reese, a veteran firefighter and the founder and president of the International Wildfire Consulting Group, told me on Friday.
Because of the direction of the Santa Ana winds, wildfire smoke should mostly blow out to sea. But as winds shift, unhealthy air can blow into populated areas, affecting the health of residents.
Wildfire smoke is unhealthy, period, but urban and suburban smoke like that from the L.A. fires can be particularly detrimental. It’s not just trees and brush immolating in an urban fire, it’s also cars, and batteries, and gas tanks, and plastics, and insulation, and other nasty, chemical-filled things catching fire and sending fumes into the air. PM2.5, the inhalable particulates from wildfire smoke, contributes to thousands of excess deaths annually in the U.S.
You can read Heatmap’s guide to staying safe during extreme smoke events here.
“The bad news is, I’m not seeing any rain chances,” Drewitz, the Forest Service meteorologist, told me on Sunday. Though the marine layer will bring wetter air to the Los Angeles area on Friday, his models showed it’ll be unlikely to form precipitation.
Though some forecasters have signaled potential rain at the end of next week, the general consensus is that the odds for that are low, and that any rain there may be will be too light or short-lived to contribute meaningfully to extinguishing the fires.
The chaparral shrublands around Los Angeles are supposed to burn every 30 to 130 years. “There are high concentrations of terpenes — very flammable oils — in that vegetation; it’s made to burn,” Scopa, the veteran firefighter, told me.
What isn’t normal, though, is the amount of rain Los Angeles got ahead of this past spring — 52.46 inches in the preceding two years, the wettest period in the city’s history since the late 1800s — which was followed by a blisteringly hot summer and a delayed start to this year’s rainy season. Since October, parts of Southern California have received just 10% of their normal rainfall
This “weather whiplash” is caused by a warmer atmosphere, which means that plants will grow explosively due to the influx of rain and then dry out when the drought returns, leaving lots of dry fuels ready and waiting for a spark. “This is really, I would argue, a signature of climate change that is going to be experienced almost everywhere people actually live on Earth,” Daniel Swain, a climate scientist at the University of California, Los Angeles, who authored a new study on the pattern, told The Washington Post.
We know less about how climate change may affect the Santa Anas, though experts have some theories.
At least 12,000 structures have burned so far in the fires, which is already exacerbating the strain on the Los Angeles housing market — one of the country’s tightest even before the fires — as thousands of displaced people look for new places to live. “Dozens and dozens of people are going after the same properties,” one real estate agent told the Los Angeles Times. The city has reminded businesses that price gouging — including raising rental prices more than 10% — during an emergency is against the law.
Los Angeles had a shortage of about 370,000 homes before the fires, and between 2021 and 2023, the county added fewer than 30,000 new units per year. Recovery grants and federal aid can lag, and it often takes more than two years for even the first Housing and Urban Development Disaster Recovery Grants’ expenditures to go out.
My colleague Matthew Zeitlin wrote for Heatmap that the economic impact of the Los Angeles fire is already much higher than that of other fires, such as the 2018 Camp fire, partly because of the value of the Pacific Palisades real estate.
The wildfires may “deal a devastating blow to [California’s] fragile home insurance market,” Heatmap’s Matthew Zeitlin wrote last week. In recent years, home insurers have left California or declined to write new policies, at least partially due to the increased risk of wildfires in the state.
Depending on the extent of the damage from the fires, the coffers of California’s FAIR Plan — which insures homeowners who can’t get insurance otherwise, including many in Pacific Palisades and Altadena — could empty, causing it to seek money from insurers, according to the state’s regulations. As Zeitlin writes, “This would mean that Californians who were able to buy private insurance — because they don’t live in a region of the state that insurers have abandoned — could be on the hook for massive wildfire losses.”
First and foremost, sign up for all relevant emergency alerts. Make sure to turn on the sound on your phone and keep it near you in case of a change in conditions. Pack a “go bag” with essentials and consider filling your gas tank now so that you can evacuate at a moment’s notice if needed. Read our guide on what to do if you get a pre-evacuation or an evacuation notice ahead of time so that you’re not scrambling for information if you get an alert.
The free Watch Duty app has become a go-to resource for people affected by the fires, including friends and family of Angelenos who may themselves be thousands of miles away. The app provides information on fire perimeters, evacuation notices, and power outages. Its employees pull information directly from emergency responders’ radio broadcasts and sometimes beat official sources to disseminating it. If you need an endorsement: Emergency responders rely on the app, too.
There are many scams in the wake of disasters as crooks look to take advantage of desperate people — and those who want to help them. To play it safe, you can use a hub like the one established by GoFundMe, which is actively vetting campaigns related to the L.A. fires. If you’re looking to volunteer your time, make a donation of clothing or food, or if you’re able to foster animals the fire has displaced, you can use this handy database from the Mutual Aid Network L.A. There are also many national organizations, such as the Red Cross, that you can connect with if you want to help.
The City of Los Angeles and the Los Angeles Fire Department have asked that do-gooders not bring donations directly to fire stations or shelters; such actions can interfere with emergency operations. Their website provides more information about how you can help — productively — on their website.
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Current conditions: August 2026 has tied with July 2023 as the hottest month the world has ever recorded • The Pacific’s hurricane churn continues as Tropical Storm Norbert strengthens off the coast of Baja California • Temperatures are nearing 90 degrees Fahrenheit in Samarkand, Uzbekistan, where Bukharian Jews are just now — as we hit publish on this newsletter — ringing in Rosh Hashanah, the Jewish new year, at the grand 135-year-old Gumbaz Synagogue.

The chief benchmark for crude oil produced in the United States surpassed $100 per barrel Thursday as Iran-backed Houthi rebels seized control of a key port in the Red Sea, intensifying Tehran’s effort to loosen Washington’s grip on the region’s key shipping lanes. West Texas Intermediate closed at just below $104 per barrel, while Europe’s Brent crude soared more than 6% to about $108. Murban crude out of the United Arab Emirates hiked 5% to nearly $123. The surge came as the Iran War heats up, with The Wall Street Journal breaking news that Tehran is once again manufacturing ballistic missiles to make good on its promise to retake at least partial control of another key waterway, the Strait of Hormuz. On Thursday morning, the Houthis ousted Yemeni government forces from the port city of Mokha, giving the militant army a better position from which to attack ships passing through the Red Sea. By evening, satellite images began circulating of smoke billowing from the East-West Pipeline that spans Saudi Arabia, which serves as the kingdom’s primary means of routing oil around the conflict zone at the Strait of Hormuz. If U.S. crude prices remain lower than the other global benchmarks, it’s because America is on track for record production this year, according to a new analysis by the U.S. Energy Information Administration. But that has done little to prevent diesel from hitting $6 per gallon for the first time in U.S. history, at what my colleague Matthew Zeitlin called “the worst time.”
Oddly enough, this may be the first perfect time for the Trump administration to cut an oil deal that can shore up the Strategic Petroleum Reserve. Back in March, the U.S. agreed to release 172 million barrels to ease soaring oil prices after the war began. Some 39 million barrels have not yet been delivered. If the Department of Energy sells the barrels through an emergency drawdown instead of a trade, as it did with previous releases, and simultaneously agrees to buy back oil at the lower prices the futures market is trading at now, the Trump administration can bring in an even bigger profit. That profit can in turn go to the $230 million backlog of physical repairs needed on the actual infrastructure that stores the U.S. crude reserve. That’s the proposal pitched in a new policy memo out yesterday from the think tank Employ America. “There’s a real opportunity where, if we’re going to have releases, you can yield this profit in dollar terms that could actually pay for a lot of upgrades that the asset needs,” Arnab Datta, Employ America’s managing director of policy implementation, told me by phone last night. “This could be enough to permanently build the SPR to be fully equipped for the country for the coming decades.”
The South Korean government is weighing a $120 billion investment in the U.S. that will include building eight nuclear reactors as part of a trade pact set to be unveiled later this month. At least for the first four units, Korea JoongAng Daily reported, the Koreans would build two and the U.S. would finance the others. The exact technology is up for debate. Citing unnamed government sources in Seoul, the newspaper said South Korea wants to build a pair of APR1400s, the Korean reactor that U.S. developer Westinghouse accused of ripping off its AP1000 design. As a result of a settlement between Westinghouse and South Korea’s state nuclear company, the Koreans can’t build more APR1400s in key markets such as Europe or North America. But Seoul appears to believe there could be an exception for a domestic project in the U.S. The two U.S.-backed units, as my colleague Robinson Meyer’s reporting from earlier this year suggests, would likely be AP1000s.
China, meanwhile, just unveiled the new version of its AP1000 rival, the Hualong One. At an industry conference in Shenzhen this week, the state-owned China General Nuclear revealed an upgraded reactor that Beijing explicitly plans to start shopping around for exports, marking one of the clearest signals yet that the People’s Republic is getting into selling atomic power plants overseas. So far, China has only exported its nuclear technology to Pakistan, leaving Russia to dominate the market. “The upgraded reactor design not only cements China’s self-reliance in cutting-edge nuclear engineering, but also dramatically elevates the commercial appeal of Chinese nuclear solutions in international tenders,” Lin Boqiang, head of the China Institute for Studies in Energy Policy at Xiamen University, told the state-controlled China Daily. “By driving down full lifecycle capital and maintenance costs while raising safety standards, it positions China as an increasingly indispensable partner in the global clean energy transition.”
You may recall from yesterday’s newsletter that Google has inked a first-of-a-kind deal with the Finnish utility Fortum to buy up to half the power produced at a major nuclear station, helping to finance its life extension through 2050. While power purchase agreements are common in the U.S., this type of corporate deal is new for Europe. Not everyone is pleased. The agreement is part of a broader $15 billion investment the tech giant is making into data center infrastructure in the Nordic nation. “A national permitting system for new data center investments would be needed. At the moment, no one is really looking after the overall picture,” Centre Party leader Antti Kaikkonen, whose centrist party is the second-largest opposition group in parliament in Helsinki, told Reuters.
In France, meanwhile, the national utility EDF has found “no major technical obstacles” to extending the operating lives of 32 reactors beyond 60 years, according to the European energy publication Montel.
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Brazil is rich in oil and pumping record volumes of the stuff. Wind and solar are expanding rapidly. And even the country’s tiny nuclear sector is eyeing an expansion as part of a bigger push into mining. But hydroelectricity is the backbone of the Brazilian grid. Unlike the U.S., where hydro faces drought and permitting problems, Brazil’s sector is expanding and China wants a piece of the action. Spic Brasil, a subsidiary of China’s State Power Investment Corporation, signed a $272 million deal Thursday to expand the São Simão Dam in north São Paulo state, Reuters reported. The upgrade will add 310 megawatts of power to the plant by 2030.
Six months after closing a $140 million Series B, Heron Power has unveiled a $60 million credit line backed by J.P Morgan and TriplePoint Capital. The startup founded by former Tesla executive Drew Baglino is focused on next-generation transformers and other grid equipment. The company is now adding Zach Kirkhorn, Tesla’s former chief financial officer, to its board of directors. “A strong balance sheet and bench of advisors is key as we move from engineering to scale,” Baglino said in a press release. In June, as I told you at the time, Heron made a manufacturing deal with the South Korean giant LG Energy Solution.
The most abundant element in the universe is becoming an increasingly abundant clean fuel. The global capacity for clean hydrogen production has so far grown to 1.7 million metric tons per year in 2026, and is on track to more than double next year as new projects come online. That’s according to the Hydrogen Council, the world’s largest trade group for the fuel. But Hydrogen Insight noted that demand by 2030 “remains uncertain.”
A new study suggests skeptical voters don’t respond to such urgent language — while climate-concerned voters find it depressing.
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, energy, and the environment.
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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.