The Sierra Club: Towards 100% Clean Energy

Most Americans say they support the transition to clean and renewable energy. And yet policymakers are not yet acting ambitiously or urgently, in part because misinformation and misunderstanding about clean energy has resulted in confusion and uncertainty about the reliability and cost of the transition.

The Sierra Club engaged MG to develop the strategic framework to build public will for the transition to 100 percent clean energy by 2050. Our work included extensive examination of existing research, as well as original research in the form of focus groups and a national survey.

Drawing on this research, we articulated the strategic plan and messaging framework for the initiative to build a strong, national belief that the transition to 100 percent clean and renewable energy is not just urgent, but also realistic and affordable.

The Sierra Club launched the new national initiative, Ready for 100% in early 2016. As of Spring 2019, 215 mayors nationwide have pledged to transition their communities to 100 percent renewable energy by 2035, with 100 percent clean energy binding policy commitments from 122 cities, 11 counties, and four states.

Learn more and get involved at Ready for 100%