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Case study

Building America’s Clean Economy

Filling the skilled trades workforce gap and changing the narrative.

Client
Grounded
Problem
There is a large gap in skilled workers to fill the jobs needed to build America’s clean economy.
Solution
Change the narrative around clean energy jobs to successfully recruit a new wave of skilled workers. Grounded led multiple campaigns to accomplish this goal.
Campaign #1
Clean Energy Action Forum
Campaign Goal
Reinforce the national security imperative for clean jobs.

Partnering with the U.S. Department of Energy, Grounded helped organize a creator event in tandem with the Global Clean Energy Action Forum in Pittsburgh, inviting environmental influencers, celebrities, artists, and leaders to participate in the conversation about how to strengthen America’s clean energy economy.

The conversation drove awareness and education about the connection between clean energy and national security. Secretary of Energy Jennifer Granholm spoke with Ukraine’s Minster of Energy Herman Halushchenko as the country faced an invasion from Russia. The conflict spoke directly to the importance of energy independence, as Ukraine was dependent on its adversary for energy. Actress Piper Perabo served as moderator to bring greater awareness and interest to the issue.

Wide view of Piper Perabo moderating a panel that includes former Secretary of Energy Jennifer Granholm and Ukraine’s Minister of Energy Herman Halushchenko, seated on blue chairs at the Grounded Clean Energy Summit
Former Secretary of Energy Jennifer Granholm speaking at meeting table surrounded by multiple attendees in background at Grounded Clean Energy Summit
Panel discussion at Grounded Clean Energy Summit featuring Former Secretary of Energy Jennifer Granholm and Ukraine’s Minister of Energy Herman Halushchenko speaking to Piper Perabo who is moderating
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Campaign #2
Mass Action Concerts to Recruit Skilled Trades Workers
Problem
Not enough workers to meet demand for skilled trades jobs to power the clean economy. The stigma, fragmented job landscape, and lack of a centralized platform exacerbates the workforce gap.
Campaign Goal
Drive interest in skilled trades careers in key regions across the country using cultural engagement to change public perception about these careers.

Using headlining musical guests, TradesForce, a campaign of Grounded, organized concerts in Detroit and New Orleans, partnering with local unions and workforce development agencies to mobilize potential workers to attend the concert, learn about clean energy careers, and dispel stereotypes about skilled trades jobs in the clean economy.

The mass mobilizations featured musical guests Lil Tecca in Detroit and Big Freedia in New Orleans. Local workforce development agencies spoke to crowds of thousands of young people, educating attendees about the high earning potential and fulfilling work provided by jobs in renewable energy, advanced manufacturing, and green building.

Historic Royal Oak Theatre marquee advertising TradesForce presents Lil Tecca concert on September 17, 2024
Woman in purple dress speaking on stage beneath large screen displaying Big Freedia concert promotional graphics at Saenger Theatre in New Orleans for TradesForce clean energy careers event
Lil Tecca performing on stage in dramatic red lighting as excited crowd reaches toward him at TradesForce concert promoting clean energy careers
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Results

The Good Stuff

1,060
Young people registered for skilled trades jobs in Detroit at the first and largest mass sign-up for clean economy jobs in U.S. history.
2,700
Women in New Orleans signed up at the first-ever mass registration of women for clean economy careers in U.S. history
1
Digital pipeline developed with unions and workforce development organizations to connect more people with jobs and job training