MEMO: Clean Energy & Climate Action are Winning Messages

The excitement and energy for Vice President Kamala Harris and Governor Tim Walz is growing as we head into the 2024 Democratic National Convention. Vice President Harris has effectively seized the two driving factors in this race: a positive vision for the future (“Opportunity Economy”) and a plan to bring down the costs of living, showing who she is fighting for (taking on “price-gouging”). 

New battleground polling from Hart Research on behalf of Climate Power shows how climate action, clean energy jobs, and cheaper, cleaner energy choices can serve as crucial pillars for both messages. 

• “Opportunity Economy”: More than 330,000 clean energy jobs have been announced since passage of the clean energy plan two years ago. The clean energy economy will continue to grow and become a visible reality over the next four years—representing the most concrete example of good-paying, new opportunities for Americans of all education levels and demographics. Harris enjoys built-in credibility on these messages of climate action, clean energy investments, and clean air and water. This message is even more effective as a contrast—amongst the most consistently effective, concerning messages about Trump is that he would risk hundreds of thousands of clean energy jobs for the benefit of his oil executive backers.
  • According to a new report by the nonpartisan group Energy Innovation, Project 2025 would lead to an increase of $240 more in annual energy costs for American households and $32 billion more in total household energy costs for Americans as well as 1.7 million in total job losses in 2030.

• “Price-Gouging”: Paying too much at the pump is the most familiar example of gouging that most Americans encounter and has been one of the leading costs concerns for people (along with grocery prices). An aggressive stance against profiteering, coupled with action to lower energy costs, is a clear winner with voters. Americans’ suspicions of the oil industry were further substantiated by the Federal Trade Commission’s allegations of collusion earlier this year. This message also provides a jarring contrast with Trump, who can effectively be put fully on the side of oil and gas CEOs, having entered into what he described as a $1 billion “deal” with oil executives. His willingness to take away the freedom of our kids to breathe clean air and drink clean water, and his pledge to destroy the clean energy industry, become more believable because of his alliance with the oil industry.

When we tell voters Kamala Harris and Tim Walz will lower energy costs, hold Big Oil accountable for gouging at the pump and take action to leave a better world for our children and grandchildren, we win. 

When we tell voters Trump will take away clean energy jobs, give away even more in corporate tax handouts and eviscerate clean air and water protections to please his oil executive backers, he loses.

Below are a few key points from the recent polling about how we win on climate and clean energy messaging in the next 77 days: 

Climate and clean energy are strengths for Harris. Democrats should confidently embrace these issues and emphasize how expanding clean energy lowers energy costs. 

• Our survey found that Harris leads Trump by 23 points when it comes to who voters think would be better on the issue of climate change (51% Harris vs 28% Trump) and expanding clean energy (52% Harris vs 30% Trump). Like her 22-point advantage on abortion, Harris is on solid ground on these issues. 
• At the same time, voters are initially split on who would be better at lowering costs for families and seniors (45% Harris vs 43% Trump). Increasing clean energy investments—which is supported by 72% of Americans—is lowering energy and electricity bills by billions of dollars. Painting the picture of how investing in clean energy lowers costs is a concrete example and can strengthen Harris’ economic message and can give her an edge on addressing the cost of living. 

Leaning into clean energy and going on offense against Big Oil is a winning strategy. Harris’ record of making energy more affordable and taking on Big Oil contrasts with Trump’s alliance with oil and gas CEOs who continue to gouge Americans at the pump. 

• Democrats and Harris can effectively challenge Trump on energy costs, boosting her credibility on lowering the cost of living for voters. A contrast message that highlights Harris’ tie-breaking vote to triple clean energy production, saving Americans billions, against Trump’s alignment with profiteering CEOs is effective with both persuasion and mobilization audiences. 
• Out of eight messages tested, the cost-of-living message rose to the top, with almost half of persuadable voters (voters who are undecided or could change their mind in the presidential) rating it as a convincing reason to support Harris. This message pulls triple duty—showcasing Harris’ achievements in reducing costs, outlining her vision for the future, and taking Trump to task for siding with the wealthy over working Americans. 

Climate and clean energy bolster Vice President Harris’ case that she is fighting for our freedoms. The freedom to breathe clean air, drink clean water, and live in a healthy climate is on par with values like reproductive freedom and gun safety. 

• Voters embrace Vice President Harris’ goals to protect and strengthen Americans’ freedoms. When asked to rate the importance of different freedoms, issues related to climate, clean air, clean water, and reducing pollution resonate as highly as a woman’s right to make decisions about her own body and the freedom to be safe from gun violence. In particular, the freedom for every child to be safe from pollution that dirties our air and water and fuels the climate crisis is a top value. 
• In a split sample test, the statement combining clean air, clean water, and a healthy climate resonated highly with voters and was even stronger than the same statement without climate among soft Harris voters—those who are currently supporting Vice President Harris but say they could still change their minds. 

Climate and clean energy are not just a strength for Vice President Harris, but a real weakness for Trump. Attacking Trump for his harmful record and positions on climate and energy issues reinforces the fact that he is dangerous.

• In another recent poll conducted with battleground voters in late May¹, we found that climate and energy messaging increased the share of voters who view Trump as dangerous by 5 points (moving from 50% initially to 55% after messaging). This movement was especially pronounced among those who didn’t vote or voted third party in 2020 (45% initial to 57% final), nonpartisans (52% initial to 59% final), Black voters (74% initial to 84% final), and voters ages 18 to 34 (50% initial to 60% final).
• This same poll found that the strongest frame against Trump is that he prioritizes his own interests and those of corporate polluters over the health of communities and the economic interests of working people. We found that the top proof points among persuadable voters and those who came to view Trump as more dangerous are 1) his plans to be a dictator on day one so he can increase drilling on our nation’s public lands and 2) that Trump would end investments in clean energy, leading to thousands of workers in clean energy jobs being laid off, hurting local communities. These points resonate particularly well with swing demographics and are crucial for disqualifying Trump as a candidate among voters who mistakenly believe a second Trump presidency would benefit them.

Conclusion

This is going to be a close election and will be decided on the margins. Which candidate can mobilize their less enthusiastic supporters? Which candidate can convince the dwindling number of persuadable voters to side with them? Climate and clean energy messaging can help make the difference for the Harris-Walz ticket and deliver votes for Democrats up and down the ballot. Focus on tripling clean energy production to lower costs for American families. Focus on the contrast of accountability for Big Oil from Kamala Harris or access for Big Oil executives from Donald Trump. Focus on Harris’ promise of a future where every child has the freedom to be safe from pollution that dirties our air and water and fuels the climate crisis.

¹ Online poll conducted May 20-26 among 1,921 battleground voters.