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The fundamentals are the same — it’s the tone that’s changed.
At some point in the past month, the hydrogen fuel cell developer Plug Power updated its website. Beneath a carousel explaining the hydrogen ecosystem and solutions for transporting fuel, the company’s home page now contains a section titled “Hydrogen at Work.”
“Hydrogen is key to energy independence, providing clean, reliable power while reducing reliance on imported fuels,” the text in this new box reads. “Plug’s hydrogen and fuel cell solutions strengthen the energy grid and enhance national security, positioning the U.S. as a leader in the global energy transition.”
It is fairly ordinary website copy, but to a keen reader, the text jumps out as an obvious Trump 2.0 tell. Plug Power — like many green economy companies — has pivoted to meet the political and economic moment, where “energy independence” and “energy dominance” are in and “climate” and “sustainability” are out.
“I am actually shocked every time I look at the website of a climate tech company that still uses the language from 12 months ago, from four months ago — that doesn’t do them any good,” Peter Atanasoff, the managing director and vice president of Scratch Media and Marketing, which helps B2B technology companies and climate tech businesses achieve growth and recognition, told me.
The shift in language is more significant than just brands chasing the latest buzzwords.
The first Trump administration saw broad-based pushback from the business community against Trump’s more inflammatory positions, especially by consumer-facing brands that played to the pussy hat-wearing, brunch-and-protest attitudes of the time. The CEOs of Facebook (now Meta), Nike, and Google issued statements of disappointment when the U.S. pulled out of the Paris Climate Agreement in 2017, and Tesla CEO Elon Musk even dropped out of the president’s business council over the decision. It was, needless to say, a very different time.
During Trump’s second term, he promised “retribution.” Many of the more moderate voices from his first administration are long gone, and there’s a palpable fear among nonprofits and businesses of drawing the wrong kind of attention from Washington, losing grant funding for saying the wrong thing. “The real trigger” for resulting differences in branding between the first and second Trump administrations has been “the change of tone and change of economic policy,” Atanasoff told me. “It is explicit opposition to any of these technologies."
The administration has launched an all-out assault not just on climate policy, but also on the very language of the energy transition. In a February memo obtained by E&E News, the Federal Emergency Management Agency listed 34 words to be erased from official documentation, including “global warming,” “carbon footprint,” “net zero,” and even “green.” As I’ve covered for Heatmap, farmers applying for Department of Agriculture grants have been encouraged to resubmit proposals with climate-focused language removed and “refocus … on expanding American energy production.” And at the National Oceanic and Atmospheric Administration, scientists have quickly learned to pivot to talking about “air pollution” rather than emissions, contending with a banned-words list of their own.
Lobbyists and clean energy companies that want to be in the administration’s good graces have adapted, as well. That has changed the tenor of green business at large. Alexander Bryden, who runs the Washington, D.C. office of Browning Environmental Communications, told me over email that tweaking brand language is “typical after any change of administration, particularly when there are significant shifts in policy.” But especially for organizations in the public eye, “it’s more important than ever to highlight the historic and potential economic benefits of environmental solutions — and show how they are supported by, and benefit, people across the political spectrum.”
The actual fundamentals of green business haven’t changed, though. On the contrary, in the first quarter of 2025, venture capitalists and private equity firms invested more than $5 billion in climate tech startups in the U.S., a 65% increase from the same period a year earlier, according to PitchBook data. While there are certainly obstacles like supply chain uncertainty and tariffs to contend with, especially for clean energy manufacturing, on the whole “it’s still a great time to start a climate startup,” Tommy Leep, the founder of the software-focused venture firm Jetstream, told my colleague Katie Brigham last November. His caveat? “Just don’t call it a climate startup.”
Roger Ballentine, the president of the management consulting service Green Strategies and the chairman of the White House Climate Change Task Force under President Bill Clinton, explained this thinking to me. “It’s what I refer to as climate capitalism, which is the realization that by incorporating climate change and its risks and opportunities into your business strategy, you’re actually going to be a more successful, more profitable, and more competitive company,” he said. Even with the recent economic turbulence, “That hasn’t changed. That’s not going to change.”
Where you do see adjustments, however, is “around the edges,” per Ballentine. Companies are attempting to match the frequency of the administration and, in turn, the broader policy ecosystem — a frequency that tends to be aggressive, assertive, and heavy on words like “dominance” and “security.” It might also take the form of decreasing the volume at which companies had previously shouted their climate bona fides.
Anya Nelson, the senior vice president of public relations at Scratch M+M, said her team has also advised touting “American-made production” in brand messaging, and reframing copy to focus on “the positive impacts and immediate business benefits” of the companies, rather than more idealistic messaging about climate goals that may have had stronger resonance during the Biden administration.
At this point, you may have noticed that I haven’t quoted any corporate brand officers. That’s not because I didn’t try to talk to any. (Even Plug Power, my example at the beginning of this story, didn’t respond to a request for comment on the change in their messaging.) Though the sudden prevalence of terms like “energy dominance” becomes conspicuous once you start to look for them, no one wants to draw the wrong kind of attention from the administration. It’s part of a greater trend of clamming up that my colleagues and I have experienced across sectors in our reporting, and at a time when even the word “green” can give you a black mark, I can’t say I don’t understand.
Ballentine, the Green Strategies president, dismissed reading too much into how language itself changes under President Trump. “If yesterday a new technology company was touting itself as a climate solution, and now it’s touting itself as a way to achieve energy dominance — I don’t care,” he said.
His thinking was more pragmatic. “Good business remains good business,” Ballentine went on. “Around the edges, will things change? Yes. General belt tightening? Yes. Fundamental change of direction? No.”
It might sound like branding agencies are encouraging companies to “play along” with the administration, but Nelson of Scratch M+M stressed that wasn’t what she was trying to say. At the end of the day, “your end goal is to be a viable company, right?” she said. “To be a thriving company that is going to change the world, first and foremost, you need to make sure you don’t go out of business.” The message might be more accurately summarized as “read the room.”
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On the environmental reviews, Microsoft’s emissions, and solar on farmland
Current conditions: Enormous wildfires in Manitoba, Canada, will send smoke into the Midwestern U.S. and Great Plains this weekend • Northwest England is officially experiencing a drought after receiving its third lowest rainfall since 1871 • Thunderstorms are brewing in Washington, D.C., where the Federal Court of Appeals paused an earlier ruling throwing out much of Trump’s tariff agenda.
The Supreme Court ruled Thursday that courts should show more deference to agencies when hearing lawsuits over environmental reviews.
The case concerned a proposed 88-mile train line in Utah that would connect its Uinta Basin (and its oil resources) with the national rail network. Environmental groups and local governments claimed that the environmental impact statement submitted by the federal Surface Transportation Board did not pay enough attention to the effects of increased oil drilling and refining that the rail line could induce. The D.C. Circuit agreed, vacating the EIS; the Supreme Court did not, overturning the D.C. Circuit in an 8-0 decision.
The National Environmental Policy Act, or NEPA, requires the federal government to study the environmental impact of its actions. The D.C. Circuit “failed to afford the Board the substantial judicial deference required in NEPA cases and incorrectly interpreted NEPA to require the Board to consider the environmental effects of upstream and downstream projects that are separate in time or place,” Justice Brett Kavanaugh wrote for the court.
The court’s decision could sharply limit the ability of the judicial branch to question environmental reviews by agencies under NEPA, and could pave the way for more certain and faster approvals for infrastructure projects.
At least, that’s what Kavanaugh hopes. The current NEPA process, he writes, foists “delay upon delay” on developers and agencies, so “fewer projects make it to the finish line. Indeed, fewer projects make it to the starting line.”
Map of the approved railway route.Source: Uinta Basin Railway Final Environmental Impact Statement
The Department of Agriculture is planning to retool a popular financing program, Rural Energy for America, to discourage solar development on agricultural land, Heatmap’s Jael Holzman exclusively reported.
“Farmland should be for agricultural production, not solar production,” a USDA spokesperson told Heatmap. The comments echoed a USDA report released last week criticizing the use of solar on agricultural land. The report said that the USDA will “disincentivize the use of federal funding at USDA for solar panels to be installed on productive farmland through prioritization points and regulatory action.” The USDA will also “call on state and local governments to work alongside USDA on local solutions.”
The daughter of a woman who died during the Pacific Northwest “Heat Dome” in 2021 sued seven oil and companies for wrongful death in Washington state court, The New York Times reported Thursday.
“The suit alleges that they failed to warn the public of the dangers of the planet-warming emissions produced by their products and that they funded decades-long campaigns to obscure the scientific consensus on global warming,” according to Times reporter David Gelles.
Several cities and states have brought suits making similar claims that oil and gas companies misled the public about the threat of climate change. Earlier this week, a German court threw out a suit from a Peruvian farmer against a German utility, which claimed that the utility’s commissions helped put his town at risk from glacial flooding.
The seven companies named in the lawsuit are Exxon Mobil, Chevron, Shell, BP, ConocoPhillips, Phillips 66, and Olympic Pipeline Company, a subsidiary managed by BP. None of them commented on the suit.
Tech giant Microsoft disclosed in its annual sustainability report that its carbon emissions have grown by 23.4% since 2020, even as the company has a goal to become “carbon negative” by 2030. The upside to the figures is that the growth in emissions was due to a much larger increase in energy use and business activity, not from using dirtier energy. In that same time period, Microsoft’s revenue has grown 71%, and its energy use has grown 168%.
“It has become clear that our journey towards being carbon negative is a marathon,” the report read. The company said it had contracted 34 gigawatts of non-emitting power generation and had agreements to procure 30 million metric tons of carbon removal.
The company has set out to reduce its indirect Scope 3 emissions “by more than half” by 2030 from the 11.5 million metric tons it reported in 2020, as its Scope 1 and Scope 2 emissions fall to close to zero. It will become “carbon negative,” it hopes, by purchasing carbon removal.
Microsoft attempts to reduce emissions in its supply chain by procuring low- or no-carbon fuels and construction materials. Last week the tech giant signed a purchasing agreement with Sublime Systems for 600,000 tons of low-carbon cement.
The Nuclear Regulatory Commission announced it had approved a 77-megawatt small modular reactor design. This is the second SMR design approved by the NRC, following approval of a smaller design in 2020. Both are products of the SMR company NuScale, and neither has yet been deployed. A project to build the earlier design in Idaho was abandoned in 2023.
The NRC review was set to be completed in July of this year. Coming in ahead of scheduled demonstrates “the agency’s commitment to safely and efficiently enable new, advanced reactor technology,” the Commission said in a press release.
Congress and the Biden and Trump administrations have pushed the NRC to move faster and to encourage the development of small modular reactors. No SMR has been built in the United States, nor is there any current plan to do so that has been publicly disclosed. NuScale’s chief executive told Bloomberg that he hopes to have a deal signed by the end of the year and an operational plant by the end of the decade.
Tesla veteran Drew Baglino’s Heron Power raised a $38 million round of Series A funding for a new product designed to replace “legacy transformers and power converters by directly connecting rapidly growing megawatt-scale solar, batteries, and AI data centers to medium voltage transmission,” Baglino wrote on X.
A conversation with Mike Hall of Anza.
This week’s conversation is with Mike Hall, CEO of the solar and battery storage data company Anza. I rang him because, in my book, the more insights into the ways renewables companies are responding to the war on the Inflation Reduction Act, the better.
The following chat was lightly edited for clarity. Let’s jump in!
How much do we know about developers’ reactions to the anti-IRA bill that was passed out of the House last week?
So it’s only been a few days. What I can tell you is there’s a lot of surprise about what came out of the House. Industries mobilized in trying to improve the bill from here and I think a lot of the industry is hopeful because, for many reasons, the bill doesn’t seem to make sense for the country. Not just the renewable energy industry. There’s hope that the voices in Congress — House members and senators — who already understand the impact of this on the economy will in the coming weeks understand how bad this is.
I spoke to a tax attorney last week that her clients had been preparing for a worst case scenario like this and preparing contingency plans of some kind. Have you seen anything so far to indicate people have been preparing for a worst case scenario?
Yeah. There’s a subset of the market that has prepared and already executed plans.
In Q4 [of 2024] and Q1 [of this year] with a number of companies to procure material from projects in order to safe harbor those projects. What that means is, typically if you commence construction by a certain date, the date on which you commence construction is the date you lock in tax credit eligibility, and we worked with companies to help them meet that criteria. It hedged them on a number of fronts. I don’t think most of them thought we’d get what came out of the House but there were a lot of concerns about stepdowns for the credit.
After Trump was elected, there were also companies who wanted to hedge against tariffs so they bought equipment ahead of that, too. We were helping companies do deals the night before Liberation Day. There was a lot of activity.
We saw less after April 2nd because the trade landscape has been changing so quickly that it’s been hard for people to act but now we’re seeing people act again to try and hit that commencement milestone.
It’s not lost on me that there’s an irony here – the attempts to erode these credits might lead to a rush of projects moving faster, actually. Is that your sense?
There’s a slug of projects that would get accelerated and in fact just having this bill come out of the House is already going to accelerate a number of projects. But there’s limits to what you can do there. The bill also has a placed-in-service criteria and really problematic language with regard to the “foreign entity of concern” provisions.
Are you seeing any increase in opposition against solar projects? And is that the biggest hurdle you see to meeting that “placed-in-service” requirement?
What I have here is qualitative, not quantitative, but I was in the development business for 20 years, and what I have seen qualitatively is that it is increasingly harder to develop projects. Local opposition is one of the headwinds. Interconnection is another really big one and that’s the biggest concern I have with regards to the “placed-in-service” requirement. Most of these large projects, even if you overcome the NIMBY issues, and you get your permitting, and you do everything else you need to do, you get your permits and construction… In the end if you’re talking about projects at scale, there is a requirement that utilities do work. And there’s no requirement that utilities do that work on time [to meet that deadline]. This is a risk they need to manage.
And more of the week’s top news in renewable energy conflicts.
1. Columbia County, New York – A Hecate Energy solar project in upstate New York blessed by Governor Kathy Hochul is now getting local blowback.
2. Sussex County, Delaware – The battle between a Bethany Beach landowner and a major offshore wind project came to a head earlier this week after Delaware regulators decided to comply with a massive government records request.
3. Fayette County, Pennsylvania – A Bollinger Solar project in rural Pennsylvania that was approved last year now faces fresh local opposition.
4. Cleveland County, North Carolina – Brookcliff Solar has settled with a county that was legally challenging the developer over the validity of its permits, reaching what by all appearances is an amicable resolution.
5. Adams County, Illinois – The solar project in Quincy, Illinois, we told you about last week has been rejected by the city’s planning commission.
6. Pierce County, Wisconsin – AES’ Isabelle Creek solar project is facing new issues as the developer seeks to actually talk more to residents on the ground.
7. Austin County, Texas – We have a couple of fresh battery storage wars to report this week, including a danger alert in this rural Texas county west of Houston.
8. Esmeralda County, Nevada – The Trump administration this week approved the final proposed plan for NV Energy’s Greenlink North, a massive transmission line that will help the state expand its renewable energy capacity.
9. Merced County, California – The Moss Landing battery fire is having aftershocks in Merced County as residents seek to undo progress made on Longroad’s Zeta battery project south of Los Banos.