Potential Energy Coalition
Potential Energy Coalition is a 501(c)(3) nonprofit that runs the world's largest data-tested climate communication research program, surveying 80,000+ people across 23 countries to help policymakers, NGOs, businesses, and journalists craft evidence-based climate messaging and campaigns.
- Company typePrivate
- Founded2018
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Potential Energy Coalition does
Potential Energy Coalition is a 501(c)(3) nonprofit marketing and research organization founded in 2017/2018 by John Marshall and headquartered at 1177 Avenue of the Americas, New York. It applies commercial-grade marketing rigor to climate communication, conducting large-scale message testing, building data-driven narratives, and implementing multi-channel campaigns to expand durable public support for climate solutions. The organization explicitly operates on three pillars: Uncommon Insight (research and analytics), Breakthrough Creativity (narrative development by senior creative talent), and Ruthless Evaluation (data-driven decision-making).
The organization's research platform spans more than 23 countries, with 60,000+ respondents in the 2024 "Later is Too Late" study and 83,971 respondents in the 2026 "Fixing Climate Communications" G7 study; cumulative output includes 3+ billion ads served and measured, 160 analyses, and nearly 2,000 hours of focus group input since 2018. Key products include the Global Data Explorer interactive tool, the "Later is Too Late" and "Fixing Climate Communications" global reports, country-specific messaging guides for Canada and the UK, the "Cheaper, Better Choice" affordability-focused clean energy guide, a Carbon Dioxide Removal messaging playbook, and the "That's Interesting" monthly newsletter. A proprietary Triggered Media Buying Technology automatically deploys pre-tested creative when extreme weather events occur.
Potential Energy is funded primarily through foundation grants, with The Rockefeller Foundation and the Meliore Foundation identified as major funders; all research, tools, and campaign resources are provided free of charge. The user base spans policymakers, corporate leaders, NGOs, journalists, researchers, and climate communicators. Strategic partners include Yale Program on Climate Change Communication, Science Moms, Climate Central, All Hands and Hearts, and Extreme Weather Survivors. Leadership includes Founder and Executive Chair John Marshall (formerly of Lippincott, Digitas, Princeton Review, Oliver Wyman), CEO Eric Asche (former Truth Initiative CMO), and Executive Director Elan Strait (former State Department Paris Agreement negotiator and National Security Council staff).
Potential Energy Coalition firmographics
Firmographics- Name
- Potential Energy Coalition
- Legal name
- Potential Energy Coalition, Inc.
- Website
- https://potentialenergycoalition.org
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Potential Energy Coalition is a 501(c)(3) nonprofit that runs the world's largest data-tested climate communication research program, surveying 80,000+ people across 23 countries to help policymakers, NGOs, businesses, and journalists craft evidence-based climate messaging and campaigns.
- Ownership category
- akta.pro rank
Potential Energy Coalition industry classification
Industry- Product category
- Climate Communication Research and Services
- NAICS
- Marketing Research and Public Opinion Polling (54191), Environment, Conservation and Wildlife Organizations (813312)
- SIC
- Services-Management Consulting Services (8742), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Climate Change Mitigation & Adaptation (BPAGAGAF)
Keywords
Where Potential Energy Coalition is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Potential Energy Coalition business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Foundation Grants and Charitable Contributions: As a 501(c)(3) nonprofit organization, Potential Energy Coalition operates primarily through foundation funding. Major funding has been provided by The Rockefeller Foundation for climate communication research studies.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Potential Energy Coalition product offering
Product offeringCore offering
Potential Energy Coalition conducts large-scale, data-driven research on climate change communication and delivers evidence-based messaging guides, interactive data tools, and multi-channel climate campaigns. It surveys tens of thousands of people across 23+ countries, runs randomized controlled trials to test message effectiveness, and provides partners with research reports, country-specific guides, training, and triggered-response campaign assets. The core outputs are free research reports (e.g., 'Later is Too Late,' 'Fixing Climate Communications'), the 'That's Interesting' newsletter, the Global Data Explorer, and campaign services such as Science Moms and Unnatural Disasters.
Product overview
Potential Energy Coalition is a nonprofit marketing and research organization (501(c)(3)) that operates as a global climate communication firm. The organization provides a portfolio of research reports, messaging guides, interactive tools, campaigns, and a monthly newsletter ('That's Interesting') designed to help communicators, policymakers, businesses, and advocates effectively message about climate change. The core offering consists of evidence-based climate communication research including the 'Later is Too Late' global report, 'Fixing Climate Communications' report, and country-specific messaging guides. The organization also delivers campaign services (Science Moms, Unnatural Disasters, state-level campaigns) and provides interactive data tools like the Global Data Explorer. Their approach is built on three pillars: Uncommon Insight (research and analytics), Breakthrough Creativity (narrative crafting), and Ruthless Evaluation (data-driven decision-making).
Differentiator
Problem solved
Functional benefit
Products and services
- That's Interesting Newsletter
Quantifiable outcome
- 77% of global respondents support immediate government action on climate change
- +10 more outcomes
Companies that use Potential Energy Coalition
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles5 records
Potential Energy Coalition technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature4 records
Potential Energy Coalition partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core, flagship and minor.
- Yale Program on Climate Change CommunicationcoreResearch partnership conducting the 'Later is Too Late' global study surveying nearly 60,000 people across 23 countries representing 70% of the world's population to evaluate climate policy messaging effectiveness.
- Meliore FoundationcoreResearch partner in the global message testing study evaluating climate policy messaging effectiveness across 23 countries.
- Science MomsflagshipNonpartisan group of climate scientist mothers featured as spokespeople in campaigns. Science Moms has been instrumental in depolarizing climate change messaging, particularly among moderate suburban women, with campaigns reaching 5 million target audience members.
- All Hands and HeartsminorPartnered to launch a donation platform educating visitors on causes of extreme weather while providing aid to communities affected by hurricanes in the southeastern United States in 2024.
- Extreme Weather SurvivorsminorNationwide community of people harmed by extreme weather partnered for donation platform and advocacy efforts connecting extreme weather to climate change.
- Climate CentralminorPartnership to develop guide for reporting on natural disasters, providing science-backed information on climate change and extreme weather events for weather reporters and meteorologists.
Scale indicators10 records
Recent moves6 records
Expansion highlights4 records
Potential Energy Coalition competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key highlights6 records
Customer concentration
Potential Energy Coalition social profiles
Digital presencePotential Energy Coalition financial estimates
Financial estimateRevenue estimate
Valuation estimate
Potential Energy Coalition leadership team
Management profileNumber of profiles
Profiles13 records
Potential Energy Coalition funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Potential Energy Coalition M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Potential Energy Coalition
What does Potential Energy Coalition do?
Potential Energy Coalition conducts large-scale, data-driven research on climate change communication and delivers evidence-based messaging guides, interactive data tools, and multi-channel climate campaigns. It surveys tens of thousands of people across 23+ countries, runs randomized controlled trials to test message effectiveness, and provides partners with research reports, country-specific guides, training, and triggered-response campaign assets. The core outputs are free research reports (e.g., 'Later is Too Late,' 'Fixing Climate Communications'), the 'That's Interesting' newsletter, the Global Data Explorer, and campaign services such as Science Moms and Unnatural Disasters.
Is Potential Energy Coalition a public or private company?
Potential Energy Coalition is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Potential Energy Coalition founded?
Potential Energy Coalition was founded in 2018. It employs 1 to 10 people.
Where is Potential Energy Coalition based?
Potential Energy Coalition is headquartered in New York, United States, in the North America region.
How does Potential Energy Coalition make money?
One revenue line is on record: foundation Grants and Charitable Contributions.
Does Potential Energy Coalition have an API?
No public API is recorded for Potential Energy Coalition.
What industry is Potential Energy Coalition in?
Potential Energy Coalition's product category is Climate Communication Research and Services. Its primary akta.pro industry code is BPAGAGAF, Climate Change Mitigation & Adaptation. Its NAICS code is 54191 and its SIC code is 8742.