The U.S. election led 2024 to end on a down note for climate with its lack of attention to climate issues and results that favored anti-climate candidates, but the year overall was mixed. Some bright spots in the U.S. included the Biden Administration extending its historic string of pro-climate policies and executive actions, the swearing in of the first class of the American Climate Corps, and the continued slow but steady appropriation of Inflation Reduction Act funds. Internationally, the climate picture was generally bleak, with a “greenlash” ushering in anti-climate leadership in the European Union and negotiations over national climate action at COP 29 in Ajerbajian and reducing plastic production and waste in South Korea both ending with little to no progress to show.

For Redwood, 2024 was a busy year puncutated with big accomplishments and milestones. Between securing New York Times and Forbes covers for clients, we spoke at and attended the Aspen Institute Future Climate Leaders Summit, Climate Week NYC, and SF Climate Week.

With some of our 2024 predictions more accurate than others, we have some optimistic and some pessimistic ideas about what 2025 will bring..

NIMBYism and misinformation will be the biggest obstacles to developing clean energy in the U.S.

Renewable energy development had a strong 2024 in the United States. That trend will likely continue next year, with demand expected to stay strong as data centers and other power-hungry industrial projects proliferate around the country. But a small but vocal minority of Americans who aggressively assert their “not in my backyard!” (NIMBY) position on renewables projects will prove to be the biggest obstacle to clean energy progress. To support their position, NIMBYs will, in most cases, cite “evidence” that is misrepresented, fabricated, or otherwise untrue. The tide of misinformation-fueled NIMBYism has been rising for years, with offshore wind projects being the targets of the loudest and best-organized opponent groups, as detailed by a Brown University study last year. That trend has continued this year, leading Heatmap News’ Jael Holzmann to declare in her December 12 edition of The Fight that “[b]ad information is breaking the energy transition – and the fake news is only getting more powerful.” With an avowed opponent of renewables about to move into the White House and meritless pseudo-scientific theories–most notably that offshore wind development kills whales (debunked by NOAA and many other real scientific institutions)--gaining traction on social media, 2025 will see more renewables projects slowed and stopped by misinformation-wielding NIMBYs than ever before. Project developers and clean energy advocates will need to collaborate with credible messengers, hone clear and compelling talking points, and implement proactive communications strategies (in addition to enduring, locally-rooted community engagement) to defend their projects. Earlier this year, an analysis found that local policies driven by NIMBYism had stopped clean energy development projects in 15% of U.S. counties. Unless clean energy proponents step up their communications game, that number is sure to rise in 2025.

-Josh Garrett, CEO

Climate-conscious consumers will drive climate action through their purchasing power

The recent U.S. elections have left many feeling hopeless and powerless on climate issues, but this frustration is likely to drive a shift toward reclaiming control through intentional consumer choices. More people will turn to their spending habits as a form of activism, consciously supporting brands that align with their values and prioritize climate action. Certification marks like 1% for the Planet, Certified B Corp, The Climate Label, and Microplastic Free will become increasingly important, offering the transparency and trust consumers need to make these informed decisions. Just as more individuals are driving local climate progress in their communities, they will apply that same mindset to their purchasing power, using their wallets as a tool for meaningful impact.

-Jonaliza D. Ceklic, Account Director

An Unlikely Animated Climate Hero Will Earn a Best Picture Oscar Nomination

The Wild Robot will defy the award season norm and earn the nomination for Best Picture of the Year at the Oscars. A 2022 Media Impact Project at USC’s Norman Lear Center analyzed 37,453 scripted television episodes and films released from 2016 through 2020, finding that just 2.8% of them included any mention of climate change — or a long list of related keywords, such as “greenhouse gas,” “sea level,” “clean energy” and “fossil fuel”.” The Wild Robot, however, delivers several powerful– albeit subtle– climate change messages, positioning it as a budding classic for environmental storytelling. The Oscar season will be the film’s breakout moment.

Audiences Will Rely on Independent News Sources for Insights Like Never Before

Independent media outlets and niche trade publications will grow their influence. Consumers will increasingly turn to alternative news sources outside of the mainstream legacy media. A recent Free Press survey found that 51% of respondents believe “having more independent news outlets is important to stopping disinformation.” Additionally, 72% of Americans are consuming at least some of their news via social media and by way of activists and influencers. In 2025, the rise of climate-driven journalism at independent publications will spur a resurgence in climate tech and sustainability reporting—a response to complex policy shifts and the political landscape, including the incoming Trump administration.

The Rise of Authentic Storytelling: Opinion Articles and Blogs Will Dominate PR in 2025

In 2025, opinion articles will spark entire news cycles and more major announcements will be told with blogs rather than the more traditional press release. Insider expertise, forward-thinking ideas, and strong, opinionated insights will take center stage in journalism as these opinion sections become more built out in trade outlets. The ability to “own the message” and tell compelling, differentiated stories will become even more essential for comms teams and editorial departments. Opinion articles and blogs offer the perfect place to expand on authentic and real-world storytelling and the unique voice of the C-Suite industry veteran will become more important than ever. Additionally, whether with legacy media coverage or with contributed content, authenticity will be the name of the game in 2025 and beyond as hard truths and transparency become more accepted and prominent tools in the PR toolbox.

-Ryan Quintana, Account Director

Podcasts will lead the rise of nontraditional media

With the 2024 Presidential election dubbed the Podcast Election, 2025 will see the rise of podcasts. More and more people are turning to nontraditional media sources to learn about new topics or receive their news. At Redwood, we have always seen the value of podcasts, which allow guests to use long-form content to discuss their climate solutions in depth. Additionally, podcasts' niche categories allow guests to speak directly to their customers, investors, and other target audiences in their language. This year’s election results underscored the truism that reaching people where they are can motivate audiences and inspire action. More and more companies, inside and outside climate sectors, will be focused on podcasts as a medium for transmitting their messages and inspiring their audiences next year.

-Emily Prettyman, Account Manager

AI-related energy demand will continue to drive advancement in clean energy technologies despite political uncertainties

Investment in AI and its energy demand will help to fuel investment in clean energy solutions amidst an overall downturn in climate tech investment furthered by the Trump administration.

The rapid advancement of AI technologies has significantly boosted global electricity demand because of the energy-intensive operations of data centers and supercomputers. This surge highlights the necessity for innovative solutions to align AI expansion with sustainable energy practices. Companies like Google are investing heavily in renewable energy partnerships to co-locate their data centers with solar and wind farms. At the same time, tech innovators are leveraging AI to enhance grid efficiency and optimize energy consumption, serving as both a driver of demand and a tool for improving energy efficiency.

Despite anticipated increases in fossil fuel investments due to the shift in administration, rising electricity demand—from AI, electric vehicles, and other technologies—is a trend that will persist. A growing energy footprint will continue to push the grid toward cleaner solutions as broader market forces and technological advancements continue to favor renewables.

-Jessica Harrington, Account Manager

Climate adaptation tech will become mainstream and gain significant funding

2024 has shown us, once and for all, that the impacts of climate change are here now. From Hurricane Helene to Hurricane Milton, to another year of record breaking heatwaves and wildfires, climate disasters were quite literally impossible to ignore this year. While climate tech focused on decreasing carbon emissions, such as renewable energy technologies, nature based solutions, and carbon accounting will continue to be an essential part of climate action, we have to reconcile with the fact that we have failed to act for long enough that some impacts of climate change are simply not avoidable.

In 2025, the central question of climate action will shift from, “how do we mitigate climate change?” to, “how do we adapt to this new reality?” Solutions that prioritize disaster response, like Redwood client Project Bellwether, or solutions that help cities restructure their infrastructure to adapt to rising sea levels, for example, will gain momentum in 2025. Alongside technical solutions, local governments, particularly cities and U.S. states, will introduce legislation focused on funding research into these solutions for their communities. The fact that a devastating, climate fueled disaster hit Asheville, NC, a city that was once deemed a ‘climate haven,’ served as a wake up call that communities everywhere need to put more focus on preparing for the likely event of a climate disaster. 2025 will be the year that adaptation tech will finally get the surge of funding and public attention that we’ve been waiting for.

-Micah Kirscher, Senior Account Executive

2025 Climate Tech Predictions