Clean energy is winning on cost.

Solar and storage are cheaper than ever. Deployment is accelerating. The economics are undeniable.

So why does it still feel like the industry is losing the broader public narrative?

In this live conversation, Nico Johnson sits down with journalist Sammy Roth to explore the gap between technical success and cultural influence. After more than a decade covering energy and climate for the Los Angeles Times, Sammy now writes the independent newsletter Climate-Colored Goggles, where he examines how media, identity, and storytelling shape the energy transition.

Sammy argues that the challenge isn’t just policy or technology — it’s narrative. While clean energy has focused on cost curves and deployment, it has often underinvested in the cultural work required to build public trust, identity, and long-term support.

This conversation digs into what the industry gets wrong about communication, why reacting to politics is a losing strategy, and what it would actually take to win the long-term cultural battle.

"You know, we are American like apple pie. So Yeah. I think there needs to be a renewable energy version of that." – Sammy Roth

And asking a bigger question: what if the clean energy industry is fighting the wrong battle?

Expect to learn:

🔹 Why Sammy believes clean energy is losing a cultural battle, not just a political one
🔹 What the industry got wrong in communicating the Inflation Reduction Act
🔹 Why facts, economics, and climate science are not enough to win public support
🔹 How entertainment, sports, media, and advertising shape energy narratives over time

This is a conversation about branding, belief, and what it will really take to make clean energy feel as essential and American as the incumbents it is trying to replace. 

Listen in.

RESOURCES:

Connect with Sammy Roth:

• LinkedIn

Check out Climate-Colored Goggles:

• Website | LinkedIn

"The stuff that underlies the policy and politics is the culture, and as long as the culture remains broken, the policy and politics is gonna remain broken" – Sammy Roth

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