# Potential Energy Coalition

> Potential Energy Coalition is a nonprofit marketing and research organization that tests how ordinary people respond to climate language, turns the findings into free playbooks and advice, and runs public-education campaigns designed to build demand for climate and clean-energy policy. Its distinction is methodological: it borrows audience segmentation, randomized message testing, creative development and in-market measurement from commercial advertising, then applies them to public-interest communication.

- **Founded:** 2018
- **Headquarters:** New York, United States
- **Founders:** John F. Marshall (Co-founder and Executive Chair), Daniel P. Schrag (Co-founder and Board Member)
- **Team size:** 41 employees (provided company data)
- **Products:** Audience and message research, Science Moms, Campaign design and delivery, Climate communication guides and tools, Fixing Climate Communications
- **Notable:** Served and measured more than 3 billion ads, conducted 160 analyses and gathered nearly 2,000 hours of individual feedback since 2018., Tested 18 policy areas with nearly 60,000 people in 23 countries for the Later Is Too Late study; the strongest generational narrative lifted strong support by an average of 11 percentage points., Science Moms sustained support among 5 million moderate suburban women and the organization estimates it created roughly 500,000 new strong supporters, a 25% increase in the baseline segment.

## Products & services

- **Audience and message research** — Segmentation, focus groups, polling, randomized controlled message tests and in-market analytics that identify persuasive climate narratives, audiences and messengers.
- **Science Moms** — A nonpartisan public-education campaign that equips climate scientists who are mothers to reach other mothers with factual, family-centered climate stories.
- **Campaign design and delivery** — Multi-channel creative, media, social engagement and local coalition campaigns supporting clean energy, industrial decarbonization, permitting and extreme-weather awareness.
- **Climate communication guides and tools** — Free reports, tipsheets, briefings, interactive tools and the That's Interesting newsletter for advocates, policymakers, businesses, academics and journalists.
- **Fixing Climate Communications** — A 2026 evidence-based playbook built from research with 83,971 adults in six democracies and six years of historical data.

## Achievements

- Served and measured more than 3 billion ads, conducted 160 analyses and gathered nearly 2,000 hours of individual feedback since 2018.
- Tested 18 policy areas with nearly 60,000 people in 23 countries for the Later Is Too Late study; the strongest generational narrative lifted strong support by an average of 11 percentage points.
- Science Moms sustained support among 5 million moderate suburban women and the organization estimates it created roughly 500,000 new strong supporters, a 25% increase in the baseline segment.
- Powered by Michigan reached 3.5 million people and reported that strong clean-energy support among its target audience rose from 31% to 46% in three months, equivalent to 320,000 new supporters.
- A trust-and-local-control framing increased support for clean-energy permitting reform by 37% in the organization's testing.
- The 2025 Science Moms Super Bowl ad achieved a reported 14:1 positive-to-negative social sentiment ratio; focus-group testing found a 25% increase in support for climate action among viewers.
- Fast Company ranked Potential Energy Coalition No. 10 among its Most Innovative Not-for-Profit Organizations of 2026.
- The organization says its campaigns prompted an estimated 1.9 million personal actions over five years.
- Its work has received an Effie Award for an effective social-issue campaign and an Analyst Institute Expy Award for Excellence in Analytics.

## Latest updates

- **2026-07** — Eric Asche became CEO in a planned succession; founder John Marshall moved to Executive Chair and Elan Strait became Executive Director.
- **2026-06** — Released Fixing Climate Communications with support from The Rockefeller Foundation, based on research with 83,971 adults across the United States, United Kingdom, France, Germany, Italy and Canada.
- **2026-03** — Named No. 10 on Fast Company's list of the most innovative not-for-profit organizations of 2026.
- **2026-01** — Published Five Simple Shifts for Climate Communication in 2026: morality to materiality, luxury to affordability, banning to building, global to national and local, and massive to manageable.
- **2025-11** — Published The Cheaper, Better Choice, research on framing clean energy during a cost-of-living crisis.
- **2025-02** — Science Moms aired what Fast Company described as the first climate advertisement during the Super Bowl.

## Links

- Website: https://potentialenergycoalition.org/
- LinkedIn: https://www.linkedin.com/company/potential-energy-coalition/
- Twitter/X: https://x.com/pe_coalition
- Instagram: https://www.instagram.com/potentialenergycoalition/
- Facebook: https://www.facebook.com/potentialenergycoalition

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Profile page: https://yespress.io/potential-energy-coalition
Published by YesPress — https://yespress.io
Last updated: 2026-09-19