If there’s one thing insurance and politics have figured out, it’s that you can’t bore people into caring. Both industries sell something most people don’t want to think about: risk, policy, loss, responsibility, yet they still manage to break through. How? Humor.
Flo from Progressive isn’t just a quirky mascot; she’s an antidote to dread. Insurance ads use humor to do what spreadsheets and coverage charts never could: make people feel something. They know that laughter triggers memory and connection. When the subject is dry (or worse, anxiety-inducing), humor becomes the emotional bridge that lets audiences lean in rather than tune out. The product doesn’t change, the perception does.
Climate and clean energy could use a little of that medicine. We’re still talking about kilowatts, incentives, and emissions reductions like we’re trying to win a grant proposal. The truth is, the audience doesn’t wake up thinking about carbon; they think about bills, comfort, convenience, and occasionally, whether their neighbor’s solar panels make them look lazy. Humor can diffuse guilt, spark curiosity, and make complex ideas, like time-of-use rates or demand response, feel as simple as a punchline.
Politics offers the next master class. Modern campaigns have learned that in a fragmented, scroll-drunk media landscape, humor isn’t fluff, it’s strategy. Candidates like Zohran Mamdani proved that levity cuts through the algorithmic noise. His campaign didn’t outspend rivals; it out-memed them. By wrapping serious issues in wit, he didn’t trivialize them; he humanized them. Climate marketers could take the same cue. Make the energy transition feel less like a homework assignment and more like an inside joke you actually want to be part of.
There’s also the fine art of tone. Political humor walks a tightrope between calling out absurdity and avoiding cynicism. A jab lands best when it comes with self-awareness. For clean energy brands, that might mean poking fun at outdated tech, e.g., “Your water heater called. It wants a retirement plan,” or celebrating the shared awkwardness of change, “Yes, the first EV charger install feels like a second mortgage, but it’s cheaper than gas in the long run.” The goal isn’t to make light of the problem; it’s to lighten the load of engaging with it.
In the end, humor in marketing isn’t about jokes—it’s about authenticity. It signals confidence, approachability, and a human pulse behind the mission. Insurance sells peace of mind. Politics sells belonging. Clean energy sells both—and yet we too often lead with the math. Maybe it’s time to take a page from Flo and Mamdani: make people laugh first, and think right after. Because the real power source in this transition isn’t just solar or wind—it’s connection.
Written by
Melanie Adamson
Melanie has worked tirelessly for over twenty years to shape marketing strategies and storytelling for energy and climate tech. She is passionate about making climate technologies universal while ensuring climate justice for all, which drives her leadership, innovation and mentorship. Mel envisions using Alder and Tofu as a platform to extend the climate message, activate complacent norms, and influence a new generation of climate heroes. When Mel isn’t running Alder, she loves cooking for family and friends, and sharing stories with a glass of French or Spanish red wine.
