Sign In or Create an Account.

By continuing, you agree to the Terms of Service and acknowledge our Privacy Policy

Economy

A Green Steel Dust-Up Is a Warning

The CEO of Cleveland-Cliffs cast doubt on a new mill funded in part by $500 million in federal grants. What does that say about corporate commitments to decarbonization?

Steel pollution and nature.
Heatmap Illustration/Getty Images

American steelmaker Cleveland-Cliffs cast doubt last week on the country’s most important green steel project. Chief executive Lourenco Goncalves suggested in an interview that the company was considering passing up $500 million of federal grants to build a new hydrogen-powered mill at its Middletown Works facility in Ohio, blaming fears that there won’t be buyers for the lower-carbon product, which he claimed could cost 40% more to produce than steel made by conventional methods. Cleveland-Cliffs later issued a short press release walking back Goncalves’s comments and reaffirming its commitment to the “transformational” project.

It’s, of course, possible that Goncalves was just expressing personal concerns that do not reflect the company’s official position. But either way, those doubts were not only real, but revealing about our prospects for decarbonization by mid-century.

First, the episode is a stark indictment of the many attempts to create demand for cleaner products by conjuring up corporate ambition on climate change. The entire rationale for cajoling corporations to quantify the emissions in their supply chains, known as Scope 3 emissions, has been to pressure them into sourcing greener inputs. The steel sector produces 7% to 9% of emissions globally: if it were a country, it would be the world’s third-biggest emitter after the United States and China. And steel represents the biggest single source of Scope 3 emissions for many companies in other industries — on the order of 40% to 45% for auto companies and as high as 85% for construction, for example. This makes steel a litmus test for whether Scope 3 footprinting and corporate commitments to green their supply chains are delivering as promised.

Worse, these types of steel buyers have ostensibly already been organized to show demand for green inputs. Before he stepped down as President Biden’s special envoy for climate, one of John Kerry’s cornerstone initiatives was the First Mover’s Coalition, an effort to secure advanced purchasing commitments from corporate buyers for green steel and other industrial materials. The fact that the coalition’s members – many of which are major steel buyers like Ford and General Motors – were not publically jumping all over the outputs of Cleveland-Cliffs’s heavily subsidized project is itself troubling. After all, while the green premium on steel may be significant, the material is typically a relatively cheap input into much more expensive, high value-added products.

Goncalves’s comments also underscore how uncomfortable incumbent industries perceive the jump to new, low-carbon products to be. Assume that the new Cleveland-Cliffs mill does in fact pencil out at the cost originally expected and that it has a reasonable prospect of finding offtakers. The company still says it has to invest $1.1 billion to complete the project. It is not really enough, in the logic of the market, for that investment to be profitable: It has to compete against the opportunity cost of alternative investments, including manufacturing conventional steel. Even if both outputs would find buyers, conventional steel may still be more profitable.

Now imagine the company is looking at the larger direction of the industry. If they don’t do this project, they may well forestall a shift to cleaner steel and be able to keep the sector chugging along more profitably for a little longer. Complete the project, and they may bring about changes that, while maybe inevitable, are uncomfortable for the industry. After all, Cleveland-Cliffs and U.S. Steel produce the vast majority of American primary steel; they are steel production in the United States – and so they get to shape its transformation.

This behavior is similar to that of the American car industry. U.S. automakers have largely conceded that electric vehicles will eventually overtake their combustion-engine counterparts, but they are still clinging to the better margins that gas-powered SUVs provide. The short-term profits are hard to pass up, even if it means getting farther behind EV first-movers like Tesla, BYD, and Hyundai. Once the technology pathway to a sector’s transition becomes clear — even when it feels inevitable — incumbents may still have an extremely hard time ripping off the bandaid.

It’s as if decarbonization is a massive marshmallow test for corporate America, and it’s failing.

There are essentially two ways out of this dilemma.

The first is that society will need to rely on new entrants to each sector to disrupt the status quo. Companies developing entirely novel steelmaking technologies like Boston Metals become more important to the steel transition than Cleveland-Cliffs, just as Tesla has been to the American EV market. Sublime Systems may be vital for green cement, just as Fervo Energy may be for enhanced geothermal. The problem with this approach is that it is extremely expensive to build projects in heavy industries like steel, so most pathways assume that even technology developed outside of the incumbents will get deployed by them (Sublime just this week announced a tie-up with cement giant Holcim).

This leads to option two: comprehensive industrial policy. Cleveland-Cliffs may want to see not only that one green project pencils out, but that strategic opportunities and risks favor going green. This might means measures like implementing a U.S. carbon border adjustment mechanism (CBAM) to prevent foreign competitors from dumping dirty steel, the government guaranteeing offtake using public procurement programs like Buy Clean and Contracts for Difference, and ultimately policy sticks like carbon pricing that send a long-term signal favoring clean products over polluting ones, instead of relying on corporate social responsibility for a demand signal.

To decarbonize the economy, we will probably have to rely both on more robust industrial policy and the sector disruption from new entrants. While the story of this Cleveland-Cliffs project is far from over, the company’s apparent hesitancy, like that of U.S. automakers, may be teaching us a lesson that we have to learn quickly if we want to see decarbonization any time soon.

Green

You’re out of free articles.

Subscribe today to experience Heatmap’s expert analysis 
of climate change, clean energy, and sustainability.
To continue reading
Create a free account or sign in to unlock more free articles.
or
Please enter an email address
By continuing, you agree to the Terms of Service and acknowledge our Privacy Policy
Technology

As Disasters Strike, Investors Turn to Adaptation Tech

The more Hurricanes Helene and Milton we get, the harder it is to ignore the need.

Money and disasters.
Heatmap Illustration/Getty Images

As the southeastern U.S. recovers from hurricanes Helene and Milton, the destruction the storms have left behind serves to underline the obvious: The need for technologies that support climate change adaptation and resilience is both real and urgent. And while nearly all the money in climate finance still flows into mitigation tech, which seeks to lower emissions to alleviate tomorrow’s harm, at long last, there are signs that interest and funding for the adaptation space is picking up.

The emergence and success of climate resilience advisory and investment firms such as Tailwind Climate and The Lightsmith Group are two signs of this shift. Founded just last year, Tailwind recently published a taxonomy of activities and financing across the various sectors of adaptation and resilience solutions to help clients understand opportunity areas in the space. Next year, the firm’s co-founder Katie MacDonald told me, Tailwind will likely begin raising its first fund. It’s already invested in one company, UK-based Cryogenx, which makes a portable cooling vest to rapidly reduce the temperature of patients experiencing heatstroke.

Keep reading...Show less
Blue
Electric Vehicles

AM Briefing: Tesla Debuts the Cybercab

On the Cybercab rollout, methane leaks, and Taylor Swift

Tesla Finally Debuted the Robotaxi
Heatmap Illustration/Getty Images

Current conditions: England just had its one of its worst crop harvests ever due to extreme rainfall last winter • Nevada and Arizona could see record-breaking heat today, while freeze warnings are in effect in four northeastern states • The death toll from Hurricane Milton has climbed to 16.

THE TOP FIVE

1. Tesla rolls out Cybercab prototype

Tesla unveiled a prototype of its “Cybercab” self-driving robotaxi last night at an investor event in California. The 2-seater vehicle has no steering wheel or pedals, and will feature wireless induction charging. CEO Elon Musk said the vehicle will cost less than $30,000, with the goal of starting production by 2027, depending on regulatory approvals. At the same event, Musk unveiled the autonomous “Robovan,” which can carry 20 people.

Keep reading...Show less
Yellow
Economy

FEMA Forces Storm-Wrecked Homeowners to Choose: Build Up or Move Out?

It’s known as the 50% rule, and Southwest Florida hates it.

A house made of money.
Heatmap Illustration/Getty Images

After the storm, we rebuild. That’s the mantra repeated by residents, businesses and elected officials after any big storm. Hurricane Milton may have avoided the worst case scenario of a direct hit on the Tampa Bay area, but communities south of Tampa experienced heavy flooding just a couple weeks after being hit by Hurricane Helene.

While the damage is still being assessed in Sarasota County’s barrier islands, homes that require extensive renovations will almost certainly run up against what is known as the 50% rule — or, in Southwest Florida, the “dreaded 50% rule.”

Keep reading...Show less
Blue