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An animation historian on Reddy Kilowatt, the cartoon charged with electrifying everything in the early 20th century.
With all the attention paid to electric vehicles and heat pumps, the 2020s might seem like the decade of home electrification — but nothing might ever rival the boom of the original Roaring Twenties. By 1929, 70% of all American homes had access to electricity, double the figure from the beginning of the decade – bringing home electrification from minority to majority.
Home electrification was so big back then, it even had a mascot: Reddy Kilowatt. Invented by a marketer at the Alabama Power Company in 1926, this cheery spokescharacter with a lightning-bolt body and a lightbulb nose was licensed to hundreds of utility companies throughout the greater part of the 20th century to promote electricity – and more specifically investor–owned utilities. Reddy was even used as a tool to link government-owned utilities to socialism or communism in years following World War II.
National Museum of American History Archives Center
I first came across Reddy Kilowatt last year when a climate tech peer emailed me an image of him, probably from the 1950s, powering everything from a hot water heater to a record player with the headline “Your all Electric Home.”
National Museum of American History Archives Center
For weeks I couldn’t stop thinking about that headline because I kept hearing people in the decarbonization movement say similar things (does Electrify Everything ring a bell?). Itching to learn more of the history of Reddy, I reached out to an expert.
Dr. Kirsten Moana Thompson is a professor at Seattle University who teaches and writes about animation. Her paper, Live Electrically with Reddy Kilowatt, Your Electrical Servant, explores the history of this “phenomenally successful and ubiquitous spokescharacter.”
I chatted with Dr. Moana Thompson over a video call from her office where a framed illustration of Reddy Kilowatt hung behind her. I went into the call thinking about positioning this article, “Is America ready for another Reddy?,” but by the end I learned he may be best left in the 1900s. The following interview was edited for length and clarity.
Mike Munsell
Can you introduce yourself and tell me how you ended up researching Reddy Kilowatt?
Dr. Kirsten Moana Thompson:
I'm a professor and chair of the film and media department at Seattle University, and Reddy Kilowatt was part of my research into animation that has been used in sponsored media — that is media used for non-traditional, non-entertainment purposes to do something else, like sell something, instruct you, persuade you. It forms a chapter in what will be a new book coming out in the next couple of years on animation and advertising. I think Reddy Kilowatt is a great example of how popular it was in the post-war period to use animated spokescharacters to sell products or ideas.
Munsell:
I’m curious: Are animated mascots less prevalent today than back in the post-war period?
Thompson:
My research doesn’t focus on the contemporary era, so I couldn't give you a precise example. But certainly, as late as the ‘70s, animation characters still were extensively used to promote products, not just cereal, and toys, but things like bubble bath and candy and, well into the ‘70s, alcohol as well.
There are lots of reasons for that, because certain types of animation were fairly cheap to produce, were appealing, often comedic, and attention grabbing. They were a great means to sell a product — also great to use for abstract or more complex processes, like, how do you make oil or petrol or gas? How do you convey a concept like capitalism? Animation, as opposed to live action, was often a more successful way to convey or target topics of that nature.
We have to anthropomorphize the things that are too abstract, too conceptual, or too inhuman to make them translatable into something that we can comprehend and relate to. Hence the Geico lizard or the Aflac duck.
Munsell
And that makes sense then for Reddy Kilowatt to advertise electricity back when it was new, right?
Thompson
Yes, it really emerged around the time electrification was in two thirds of American households — by 1930. And electrical utility companies needed to find an appealing way to sell their product and to encourage consumer consumption of things like appliances, which themselves were emerging — things like dishwashers and washing machines and hair dryers and so on. But also rural electrification, and electrification for business purposes and factories, and on farms.
[Reddy Kilowatt] emerged targeting a fairly affluent consumer, by, for example, turning electricity into a servant – an abstract servant that was personalized and anthropomorphized.
But it was also a way of rather cleverly justifying rate increases as well, which occurred a little later, by making Reddy Kilowatt literally a figure that earns wages and was regarded as an employee by many electrical utility companies. So it's a clever way to say to people, hey, everybody deserves a wage and Reddy Kilowatt deserves a wage and prices are going up, so we're going to put his wages up. And that's a fair thing.
National Museum of American History Archives Center
Munsell:
The Smithsonian has a huge collection of Reddy Kilowatt material. Did you get to go check that out?
Thompson:
Yes, I did. The archives are extensive. And so you can read all about how [Reddy Kilowatt creator] Ashton Collins promoted the product, and what the kinds of speeches that he gave to many other business companies and electrical utility companies in the 30s and 40s.
But he's part of a wider movement. There are other leading figures like Walt Disney and Walter Lantz, who were animation studio heads. Walter Lantz, of course, ran what he would pick the Walter Lantz studios that produced Woody Woodpecker and Andy Panda, and a number of other popular cartoons of the 40s. And Walt Disney, of course, we're all familiar with. But they all believed that the kinds of skills that animation studios were doing in the 1940s — by making cartoons to train troops to operate machinery or rifles, and by making propaganda to translate the values of the fight for democracy against fascism — they believed that those skills could be applied to the commercial market in the post-war period. And that animation was a key element of visual culture that could translate to a sometimes illiterate population or partially illiterate population.
So Ashton Collins is not alone there. He's part of a broader movement in the film industry and in the animation industry, to understand the unique power of animation to communicate and to sell and persuade.
Munsell
Did you find anything in your research particularly surprising?
Thompson
In addition to extensive print materials in the Smithsonian, you see dozens and dozens of objects that featured Reddy Kilowatt. His image is on everything from stickers to comic books to toys, and other giveaways for kids to little marionettes, and robots, which were used in trade shows and trade fairs. [Author’s note: eBay has an extensive Reddy Kilowatt collection]
It was used in the 1939 World's Fair, for example, to communicate and to encourage the public to interact with Reddy Kilowatt as if it was a real figure. I was quite taken with this – it's really an early form of animatronics. They were using an avatar, a spokescharacter, who was fairly ubiquitous in the American home, on people's electricity bills, and combining it with a large three dimensional object with a record player attached and somebody who operated the speaking, to interact with kids at fairs and to communicate basic ideas. So that was really exciting in a way because it shows how ahead of its time Ashton Collins was at understanding interactivity.
Mike Munsell
I was thinking about copyright and trademark law and the public domain. Reddy Kilowatt was, in his original form, created in 1926. We're coming up on that 100 year mark. Is there a chance he enters the public domain?
Dr. Moana Thompson
I'm not sure about that. Because you can renew copyright. Which of course Disney did repeatedly before it finally had to succumb to the end of copyright. And Reddy is also a trademark as opposed to a copyrighted image. So he has not just appeared in what is public access now, some of his films and TV commercials, but he's also a trademark figure that has a continuing commercial currency. And Ashton Collins was absolutely rigorous at paying attention to trademark law. He sued other companies that had similar characters, like Willie Wired Head.
National Museum of American History Archives Center
I suspect that Xcel Energy [who now owns the rights to Reddy Kilowatt] is going to be very strict in policing its trademarks. Because if this product has value as a commodity of nostalgia for a certain generation, or multiple generations, or even if it has a new function in Xcel’s future corporate identity, he's going to have value.
Munsell
I guess your research sort of doesn't get quite into the present day, but for my understanding Reddy Kilowatt is not really used much today. It was used by a utility in Barbados and an Ecuadorian soccer club more recently, but from your understanding do you know why he stopped being used?
Thompson
Well, I'm not sure that he stopped being used. I have seen the return of Reddy Kilowatt as a consumer figure and as a licensed product that appears on T-shirts and stickers. Amazon has been selling quite a lot of Reddy Kilowatt products. So it's possible that Xcel Energy that owns the trademark sees the value of the product for a new market, which is the nostalgic market, where you can sell a cartoon character itself.
Munsell: I do think that with the emergence of heat pumps, and induction stoves, there is a push toward home electrification and moving away from fossil fuels in your home. I wonder if that’s an opportunity for a reemergence of Reddy?
Thompson
Yeah, it could be an opportunity for them to repurpose the trademark.
Munsell
Is there anything else you wanted to add about your research into Reddy?
Thompson
I thought it was interesting, the blend that Reddy Kilowatt had of both the impersonal and the personal. On the one hand, we've mostly been talking about it as this cute cartoony character of appeal and personality. But on the other hand, he represents an abstract concept, which is almost robotic. He was literally a robot as part of his marketing. This concept of the kilowatt as one and a half horsepower was part of this wider discursive emergence in the ‘20s that electricity was both a servant, as an anthropomorphized figure, and an abstraction that is there at the flick of a switch.
And in their marketing, they used imagery that of course would never be used today. The association of kilowatt as both a “coolie” – which was the specific language used – and a slave.
So this kind of racist imagery is interesting because it gets to the roots of this idea of the dehumanized, depersonalized aspects of Reddy Kilowatt – that electricity represented by using this imagery, and they had little pictures of kilowatt, which were described as a slave or a “coolie” to explain that, basically, this was free labor and unlimited labor. So obviously addressed to an implicitly white consumer. [The idea that] racial imagery of course affected all kinds of aspects of American advertising is well known to scholars in this field and often played on imagery of blackness or whiteness, in the case of soap advertising, for example, but Reddy Kilowatt in particular is this machinic identity.
And who knows, maybe that'll come back again in the future, because machines are so much more part of our lives now, as compared to 1926 or the mid century with computers and artificial intelligence.
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On power plant emissions, Fervo, and a UK nuclear plant
Current conditions: A week into Atlantic hurricane season, development in the basin looks “unfavorable through June” • Canadian wildfires have already burned more land than the annual average, at over 3.1 million hectares so far• Rescue efforts resumed Wednesday in the search for a school bus swept away by flash floods in the Eastern Cape province of South Africa.
EPA
The Environmental Protection Agency plans to announce on Wednesday the rollback of two major Biden-era power plant regulations, administration insiders told Bloomberg and Politico. The EPA will reportedly argue that the prior administration’s rules curbing carbon dioxide emissions at coal and gas plants were misplaced because the emissions “do not contribute significantly to dangerous pollution,” per The Guardian, despite research showing that the U.S. power sector has contributed 5% of all planet-warming pollution since 1990. The government will also reportedly argue that the carbon capture technology proposed by the prior administration to curb CO2 emissions at power plants is unproven and costly.
Similarly, the administration plans to soften limits on mercury emissions, which are released by burning coal, arguing that the Biden administration “improperly targeted coal-fire power plants” when it strengthened existing regulations in 2024. Per a document reviewed by The New York Times, the EPA’s proposal will “loosen emissions limits for toxic substances such as lead, nickel, and arsenic by 67%,” and for mercury at some coal power plants by as much as 70%. “Reversing these protections will take lives, drive up costs, and worsen the climate crisis,” Climate Action Campaign Director Margie Alt said in a statement. “Instead of protecting American families, [President] Trump and [EPA Administrator Lee] Zeldin are turning their backs on science and the public to side with big polluters.”
Fervo Energy announced Wednesday morning that it has secured $206 million in financing for its 400-megawatt Cape Station geothermal project in southwest Utah. The bulk of the new funding, $100 million, comes from the Breakthrough Energy Catalyst program.
Fervo’s announcement follows on the heels of the company’s Tuesday announcement that it had drilled its hottest and deepest well yet — at 15,000 feet and 500 degrees Fahrenheit — in just 16 days. As my colleague Katie Brigham reports, Fervo’s progress represents “an all too rare phenomenon: A first-of-a-kind clean energy project that has remained on track to hit its deadlines while securing the trust of institutional investors, who are often wary of betting on novel infrastructure projects.” Read her full report on the clean energy startup’s news here.
The United Kingdom said Tuesday that it will move forward with plans to construct a $19 billion nuclear power station in southwest England. Sizewell C, planned for coastal Suffolk, is expected to create 10,000 jobs and power 6 million homes, The New York Times reports. Sizewell would be only the second nuclear power plant to be built in the UK in over two decades; the country generates approximately 14% of its total electricity supply through nuclear energy. Critics, however, have pointed unfavorably to the other nuclear plant under construction in the UK, Hinkley Point C, which has experienced multiple delays and escalating costs throughout its development. “For those who have followed Sizewell’s progress over the years, there was a glaring omission in the announcement,” one columnist wrote for The Guardian. “What will consumers pay for Sizewell’s electricity? Will it still be substantially cheaper in real terms than the juice that will be generated at Hinkley Point C in Somerset?” The UK additionally announced this week that it has chosen Rolls-Royce as the “preferred bidder” to build the country’s first three small modular nuclear reactors.
The European Union on Tuesday proposed a ban on transactions with Nord Stream 1 and 2 as part of a new package of sanctions aimed at Russia, Bloomberg reports. “We want peace for Ukraine,” the president of the European Commission, Ursula von der Leyen, said at a news conference in Brussels. “Therefore, we are ramping up pressure on Russia, because strength is the only language that Russia will understand.” The package would also lower the price cap on Russian oil to $45 a barrel, down from $60 a barrel, von der Leyen said, as well as crack down on Moscow’s “shadow fleet” of vessels used to transport sanctioned products like crude oil. The EU’s 27 member states need to unanimously agree to the package for it to be adopted; their next meeting is on June 23.
The world’s oceans hit their second-highest temperature ever in May, according to the European Union’s Earth observation program Copernicus. The average sea surface temperature for the month was 20.79 degrees Celsius, just 0.14 degrees below May 2024’s record. Last year’s marine heat had been partly driven by El Niño in the Pacific, so the fact that the oceans remain warm in 2025 is alarming, Copernicus senior scientist Julien Nicolas told the Financial Times. “As sea surface temperatures rise, the ocean’s capacity to absorb carbon diminishes, potentially accelerating the build-up of greenhouse gases in the atmosphere and intensifying future climate warming,” he said. In some areas around the UK and Ireland, the sea surface temperature is as high as 4 degrees Celsius above average.
Image: Todd Cravens/Unsplash
The Pacific Island nation of Tonga is poised to become the first country to recognize whales as legal persons — including by appointing them (human) representatives in court. “The time has come to recognize whales not merely as resources but as sentient beings with inherent rights,” Tongan Princess Angelika Lātūfuipeka Tukuʻaho said in comments delivered ahead of the U.N. Ocean Conference in Nice, France.
Microsoft, Amazon, Google, and the rest only have so much political capital to spend.
When Donald Trump first became a serious Presidential candidate in 2015, many big tech leaders sounded the alarm. When the U.S. threatened to exit the Paris Agreement for the first time, companies including Google, Microsoft, Apple, and Facebook (now Meta) took out full page ads in The New York Times and The Wall Street Journal urging Trump to stay in. He didn’t — and Elon Musk, in particular, was incensed.
But by the time specific climate legislation — namely the Inflation Reduction Act — was up for debate in 2022, these companies had largely clammed up. When Trump exited Paris once more, the response was markedly muted.
Now that the IRA’s tax credits face clear and present threats, this same story is playing out again. As the Senate makes its changes to the House’s proposed budget bill, tech giants such as Microsoft, Google, Meta, and Amazon are keeping quiet, at least publicly, about their lobbying efforts. Most did not respond to my request for an interview or a statement clarifying their position, except to say they had “nothing to share on this topic,” as Microsoft did.
That’s not to say they have no opinion about the fate of clean energy tax credits. Microsoft, Google, Meta, and Amazon have all voluntarily set ambitious net-zero emissions targets that they’re struggling to meet, largely due to booming data center electricity demand. They’re some of the biggest buyers of solar and wind energy, and are investing heavily in nuclear and geothermal. (On Wednesday morning, Pennsylvania’s Talen Energy announced an expanded power purchase agreement with Amazon, for nearly 2 gigawatts of power through 2042.) All of these energy sources are a whole lot more accessible with tax credits than without.
There’s little doubt the tech companies would prefer an abundant supply of cheap, clean energy. Exactly how much they’re willing to fight for it is the real question.
The answer may come down to priorities. “It’s hard to overstate how much this race for AI has just completely changed the business models and the way that these big tech companies are thinking about investment,” Jeff Navin, co-founder of the climate-focused government affairs firm Boundary Stone Partners, told me. “While they’re obviously going to be impacted by the price of energy, I think they’re even more interested and concerned about how quickly they can get energy built so that they can build these data centers.”
The tech industry has shown much more reluctance to stand up to Trump, period, this time around. As the president has moved from a political outsider to the central figure in the Republican party, hyperscalers have increasingly curried his favor as they advocate against actions that could pose an existential risk to their business — think tighter regulations on the tech sector or AI, or tariffs on key supplies made in Asia.
As Navin put it to me, “When you have a president who has very strong opinions on wind turbines and randomly throws companies’ names in tweets in the middle of the night, do you really want to stick your neck out and take on something that the president views as unpopular if you’ve got other business in front of him that could be more impactful for your bottom line?”
It is undeniably true that the AI-driven data center boom is pushing these companies to look for new sources of clean power. Last week Meta signed a major nuclear deal with Constellation Energy. Microsoft is also partnering with Constellation to reopen Three Mile Island, while Google and Amazon have both announced investments in companies developing small modular reactors. Meta, Google, and Microsoft are also investing in next-generation geothermal energy startups.
But while the companies are eager to tout these partnerships, Navin suspects most of their energy lobbying is now being directed towards efforts such as permitting reform and building out transmission infrastructure. Publicly available lobbying records confirm that these are indeed focus areas, as they’re critical to bringing data centers online quickly, regardless of how they’re powered and whether that power is subsidized. “They’re not going to stop construction on an energy project that has access to electricity just because that electricity is marginally more expensive,” Navin told me. “There’s just too much at stake.”
Tech companies have lobbied on numerous budget, tax, sustainability, and clean energy issues thus far this year. Amazon’s lobbying report is the only one to specifically call out efforts on “renewable energy tax credits,” while Meta cites “renewable energy policy” and Microsoft name-drops the IRA. But there’s no hard and fast standard for how companies describe the issues they’re lobbying on or what they’re looking to achieve. And perhaps most importantly, the reports don’t disclose how much money they allot to each issue, which would illuminate their priorities.
Lobbying can also happen indirectly, via industry groups such as the Clean Energy Buyers Association and the Data Center Coalition. Both have been vocal advocates for preserving the tax credits. The Wall Street Journal recently detailed a lobbying push by the latter — which counts Microsoft, Amazon, Meta, and Google among its most prominent members — that involved meetings with about 30 Republican senators and a letter to Senate Majority Leader John Thune.
DCC didn’t respond to my request for an interview. But CEBA CEO Rich Powell told me, “If we take away these incentives right now, just as we’re getting the rust off the gears and getting back into growth mode for the electricity economy, we’re really concerned about price spikes.”
The leader of another industry group, Advanced Energy United, shared Powell’s concern that passing the bill would mean higher electricity prices. Taking away clean energy incentives would ”fundamentally undercut the financing structure for — let’s be frank — the vast majority of projects in the interconnection queue today,” Harry Godfrey, the managing director of AEU, told me.
Being part of an industry association is by no means a guarantee of political alignment on every issue. Microsoft, Google, Meta, and Amazon are also members of the U.S. Chamber of Commerce — by far the largest lobbying group in the U.S. — which has a long history of opposing climate action and the IRA itself. Apple even left the Chamber in 2009 due to its climate policy stances.
But Powell and Godfrey implied that the tech giants' views are — or at least ought to be — in alignment with theirs. “Many of our members are lobbying independently. Many of them are lobbying alongside us. And then many of them are supporting CEBA to go and lobby on this,” Powell told me, though he wouldn’t reveal what actions any specific hyperscalers were taking.
Godfrey said that AEU’s positions are “certainly reflective of what large energy consumers, notably tech companies, have been working to pursue across a variety of technologies and with applicability to a couple of different types of credits.”
And yet hyperscalers may have already spent a good deal of their political capital fighting for a niche provision in the House’s version of the budget bill, which bans state-level AI regulation for a decade. That would make the AI boom infinitely easier for tech companies, who don’t want to deal with a patchwork of varying regulations, or really most regulations at all.
On top of everything else, big tech in particular is dealing with government-led anti-trust lawsuits, both at home and abroad. Google recently lost two major cases to the Department of Justice, related to its search and advertising business. A final decision is pending regarding the Federal Trade Commission’s antitrust lawsuit against Meta, regarding the company’s acquisition of Instagram and WhatsApp. Not to be outdone, Amazon will also be fighting an antitrust case brought by the FTC next year.
As these companies work to convince the public, politicians, and the courts that they’re not monopolistic rule-breakers, and that AI is a benevolent technology that the U.S. must develop before China, they certainly seem to be relinquishing the clean energy mantle they once sought to carry, at least rhetorically. We’ll know more once all these data centers come online. But if the present is any indication, speed, not green electrons, is the North Star.
Editor’s note: This story has been updated to reflect Amazon’s power purchase agreement with Talen Energy.
The new funding comes as tax credits for geothermal hang in the balance.
The good news is pouring in for the next-generation geothermal developer Fervo Energy. On Tuesday the company reported that it was able to drill its deepest and hottest geothermal well to date in a mere 16 days. Now on Wednesday, the company is announcing an additional $206 million in financing for its Cape Station project in Utah.
With this latest tranche of funding, the firm’s 500-megawatt development in rural Beaver County is on track to deliver 24/7 clean power to the grid beginning in 2026, reaching full operation in 2028. The development is shaping up to be an all-too-rare phenomenon: A first-of-a-kind clean energy project that has remained on track to hit its deadlines while securing the trust of institutional investors, who are often wary of betting on novel infrastructure projects.
The bulk of this latest financing comes from the Bill Gates-backed Breakthrough Energy Catalyst program, which provided $100 million in project-level equity funding. The energy and commodity trading company Mercuria provided $60 million in corporate loans, increasing its existing fixed-term loan from $40 million to $100 million. An additional $45.6 million in short-term debt financing came from XRL-ALC, an affiliate of X-Caliber Rural Capital, which provides loans to infrastructure projects in rural areas. That comes on top of a previous $100 million loan from the firm.
The plan is for Cape Station to deliver 100 megawatts of grid power in 2026, with the additional 400 megawatts by 2028. The facility has the necessary permitting to expand production to two gigawatts — twice the size of a standard nuclear reactor. And on Monday, the company announced that an independent report from the consulting firm DeGolyer & MacNaughton confirms that the project could expand further still — eventually supporting over 5 gigawatts of clean power at depths of up to 13,000 feet. The company’s latest drilling results, which reached 15,765 feet at 520 degrees Fahrenheit, could push the project’s potential power output even higher.
Traditional geothermal wells normally max out at around 10,000 feet, and must be built in locations where a lucky confluence of geological features come together: high temperatures, porous rock, and naturally occurring water or steam. But because Fervo can drill thousands of feet deeper, it’s able to access hot rocks in locations that weren’t previously suitable for geothermal development, pumping high-pressure water down into the wells to fracture rocks and thus create its own geothermal reservoirs.
The primary customer for Fervo’s Cape Station project is Southern California Edison, which signed a 320-megawatt power purchase agreement with the company last year, advertised as the largest geothermal PPA ever. Shell was also announced as a customer this year. Fervo is already providing 3.5 megawatts of power to Google via a pilot project in Nevada, which it’s seeking to expand, entering into a 115 megawatt PPA with NV Energy and the tech giant to further build out production at this location.
Fervo’s latest funding comes on top of last February’s $244 million Series D round led by Devon Energy, as well as an additional $255 million in corporate equity and debt financing that it announced last December. On top of investments from well known climate tech venture firms such as Breakthrough Energy Ventures and Galvanize Climate Solutions, the company has secured institutional investment from Liberty Mutual as well as public pension funds such as the California State Teachers’ Retirement System and the Canada Pension Plan Investment Board.
Fervo, like all clean energy startups, also stands to benefit greatly from the Inflation Reduction Act’s clean energy tax credits, which are now in jeopardy as President Trump’s One Big, Beautiful Bill works its way through the Senate. While Secretary of Energy Chris Wright has traditionally been a booster of geothermal energy and is advocating to keep tax incentives for the technology in place through 2031, the bill as it stands would essentially erase incentives for all geothermal projects that start construction more than 60 days after the bill’s passage.
Fervo broke ground on Cape Station in 2023, so that project will make the cut. For future Fervo developments, it’s much less clear. But for now, the company seems to be flush with cash and potential in a climate tech world awash in ill omens.