We’ve almost made it to the end of 2024, and a quarter of the way through the 21st century. Twenty-five years since the Y2K bug, “hanging chad” entered our lexicon, the dot com bubble burst, and so many other major events.
As we move towards 2025, I feel – with some trepidation – it will also be a pivotal year. People significantly more well-informed than I have written about the potential for clean energy post-January 20th. I won’t reiterate what they’re saying here, aside from thinking 2025 and beyond will be quite a ride on the solar (and energy storage and grid mod) coaster.
2024 has been a fascinating year. I have seen significant growth and maturation in the clean energy industries I serve, while also watching inevitable shifts and closures. We have hit a new peak in clean energy installations. IREC’s solar job census shows excellent job growth in both solar and energy storage in the US. Unfortunately, that job growth did not correspond to job growth for women, which remained flat at only 30% of the workforce.
In October, I was fortunate to attend the WRISE Leadership Forum in Washington DC. A sold-out conference with over 800 people, the WRISE Leadership Forum was an incredible experience. If you or your company does not already have a membership and support WRISE, I highly recommend it. While many ideas from the conference have stuck with me, I’ll share two here:
- Companies may be missing out on qualified candidates because those who may apply don’t when they don’t see someone who looks like them (gender, color) on the leadership page on the website. It indicates there is unlikely to be growth opportunities at the company for them.
- This quote: “For ALL people on the planet to thrive, the energy transition must be just, fair, and equitable.”
Heading into 2025, I hope you, your colleagues, family, and friends share joy and light!
Understanding Brand and Performance Marketing for Clean Energy Companies
When investing in marketing, not only is it important to understand the type of marketing that supports your goals but consider how your company personality impacts those efforts.
Marketing falls along a sliding scale of performance marketing to brand marketing, with modifiers for targeted or broad-reach activities. The varieties of tactics, strategies, and types of marketing within these parameters is vast.
Read on to better understand brand and performance marketing for clean energy companies and when it makes sense to deploy one over the other. Going a step further, take a look at questions to ask to help hone the success of marketing efforts based on the character and stage of your company.
December Joke
A gingerbread man went to the doctor’s complaining of a sore knee.
The doctor asked him, “Have you tried icing it?”
End-of-Year Hours
Corbae Creative will be closed from Thursday, December 19th, returning on Monday, January 6th.