Eric Asche of Potential Energy: 5 Things We Must Do To Inspire The Next Generation About Sustainability And The Environment

An Interview With Penny Bauder

I have been passionate about protecting and preserving our environment from an early age. It’s easy to be hyper aware of the climate and the changing weather patterns growing up in a place like Florida. I was aware at a young age that I was part of something larger and more important than myself. My dad was an outdoorsman and spent a lot of time in nature hunting and fishing. He was very sensitive to the ecosystems around us and spent time teaching me the importance of being a good steward of the resources in our surroundings.

As part of my series about what we must do to inspire the next generation about sustainability and the environment, I had the pleasure of interviewing Eric Asche.

Eric Asche is president of Potential Energy, a nonprofit, nonpartisan organization committed to educating Americans about the dangers of climate change.

Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit. Can you tell us a bit about how you grew up?

I grew up in a blue collar community in Central Florida outside of Tampa and spent a significant amount of time outside as a free range kid. Florida is a wonderful microcosm of the cultural blending that takes place across the country. Central Florida has a heavy influx of Northeast sensibilities, cuisines and culture combined with a Southern influence and aesthetic given its location on the map. Florida has a rich agricultural background that has instilled a sensitivity to the rhythms in nature. The interdependence between the land and citizen is palpable, and is something you begin to experience at a very early age.

My parents have been the most influential force in my life and how I show up in the world. They each had a very strong moral compass and instilled in me a blueprint for engaging with my surroundings and my community at large. My parents had high standards and expectations of me regarding civic roles and responsibilities. I feel obligated to honor those expectations, which extends into the ways I interact with the planet.

You are currently leading a social impact organization that is making a difference for our planet. Can you tell us a bit about what you and your organization are trying to change in our world today?

At Potential Energy, we are building the world’s most sophisticated climate persuasion engine to change the narrative and dramatically grow the size of the climate movement. Climate change is a five-alarm fire for the whole planet. It is by far the greatest challenge we face as a species, yet billions of people are unaware of just how serious it is. To meaningfully address climate change, we need an all-hands-on-deck response from our elected officials, but so far they have failed to treat climate change with the gravity it deserves, thanks in large part to decades of misinformation from the fossil fuel industry. Potential Energy is the counterweight to their propaganda.

We exist to awaken the world to climate change and make it a priority issue for each and every American. The best way to get our leaders to act is if the people they represent start talking.

We believe that climate change is first and foremost a communications problem. The carriers of the message to date have not yet succeeded in engaging us around this crisis. We need a massive change in public opinion on the urgency of climate solutions. We have tested hundreds of messages and know what actually moves the needle and gets people off the sidelines. Through our campaigns such as Science Moms and The Great American Build, we are speaking directly to the people whose participation in the climate movement will have the greatest impact.

Can you tell us the backstory about what inspired you to originally feel passionate about this cause?

I have been passionate about protecting and preserving our environment from an early age. It’s easy to be hyper aware of the climate and the changing weather patterns growing up in a place like Florida. I was aware at a young age that I was part of something larger and more important than myself. My dad was an outdoorsman and spent a lot of time in nature hunting and fishing. He was very sensitive to the ecosystems around us and spent time teaching me the importance of being a good steward of the resources in our surroundings.

Recently, I’ve spent a lot of time reflecting back on specific lessons from my dad. One day I was walking down the street with him and we came across a piece of trash in our path. He told me to pick it up and throw it away and I quickly replied, “Why? It’s not mine, I didn’t leave it here.” He responded by saying, “Yes, but this is our street. This is our town, and we all have a responsibility to treat our surroundings accordingly. What would happen to our town If everyone responded the way you are now?” That simple conversation has reverberated throughout my life. My dad emphasized the need for personal ownership over my community. He highlighted an expectation that I would be responsible for playing a role in maintaining and protecting my environment, wherever that may be — our front yard, a hiking trail, or a street in our town. We all have a role to play in protecting and cultivating what we have. I can’t pass my responsibility on to someone else.

Many of us have ideas, dreams, and passions, but never manifest them. They don’t get up and just do it. But you did. Was there an “Aha Moment” that made you decide that you were actually going to step up and do it? What was that final trigger?

I had an “aha moment” on climate after a series of conversations with John Marshall, CEO of Potential Energy, along with a few members of the board. It was clear to me that I had a role to play and a set of skills that would be useful. Prior to those conversations, climate change was bouncing around in my head as I thought about my kids’ futures. I’ve told them stories of how growing up, we had to navigate hurricane season regularly, shuttling family members and friends to safer ground during any number of storms. I’ve told them stories about counting the trees dotting the landscape from the thriving citrus farms as we took long car rides across the state to visit family — most of which are now all but gone — decimated by radical changes in weather patterns. They are aware that many of our friends and loved ones are in constant danger from climate change. So, I guess the “issue” has always been on my mind. But for a long time, I felt overwhelmed by the enormity, “this is such a huge problem, what could I possibly do about it?” After my ongoing conversations with John, I began to see a pathway to get further upstream on the issue vs. solely responding to the danger as it happens in real time.

Prior to working for Potential Energy, I was the Chief Marketing and Strategy Officer at the Truth Initiative, where our primary focus revolved around driving down youth smoking rates. That extraordinary experience permanently reoriented what I wanted for my career. I loved the mission and the commitment to measurable outcomes. The work was important and the stakes were high — success meant fewer people dying of cancer. We changed lives and made a real difference. The truth campaign is regarded as one of the most successful social marketing efforts in U.S. history, if not globally, and contributed to cutting teen smoking rates from over 20% to 4%. I am very optimistic that this kind of success and ambition can be successfully applied to other issues that affect us all, like climate change.

By the time John and I had a more serious conversation about a specific role within Potential Energy, my internal compass was ready for a new challenge. As I started to understand more about the barriers to meaningful climate action, the more I saw similarities to the barriers we experienced at Truth. Ultimately, we have a massive communications problem on our hands. The number of people in the U.S. who have incorrect or skewed information on this issue supercharges our inability to act. You can see that plainly by comparing the number of the people in the U.S. who view it as an existential crisis to those in Europe.

I’ve spent my entire life in the advertising, marketing, and communications arena, and once I was exposed to America’s knowledge gap, I immediately thought, “Ok, I know how I can help.” From that moment on, I couldn’t stop thinking about the challenge — I had to join the effort.

None of us can be successful without some help along the way. Did you have mentors or cheerleaders who helped you to succeed? Can you tell us a story about their influence?

That’s totally right — none of us succeed in a vacuum. I’ve been fortunate to have so many amazing mentors pour their energy into me over the years, freely giving time, attention and love. If I tried to list them all, your readers would tune out! That said, there are some themes that have really helped shape my success.

I’ve been surrounded by people who were willing to trust me and provide the necessary runway for experimentation. I’m also fortunate to have worked for bosses who gave me tough love when appropriate. Having a “longer leash” gave me the ability to figure things out for myself, and that was an absolute gift! I had the freedom to fail, and the possibility of failure instilled a deep sense of ownership. I gravitate towards organizations that prioritize trial and error as (part of) the building blocks of success.

Are there three things the community, society, or politicians can do to help you address the root of the problem you are trying to solve?

The best way to grow the climate movement is to talk to each other about climate change. At Potential Energy, we believe in meeting people where they are and using concrete, easy-to-understand language. Terms like “carbon emissions” or “1.5 degrees celsius” don’t mean anything to most people, but we do respond to language that has an everyday impact on their lives, like the rise in hurricanes, droughts, and wildfires, or how green energy would lower utility bills.

It’s also important to understand that doom and gloom is not an effective communication strategy. Potential Energy’s educational ads balance the seriousness of climate change while also inspiring hope. Our Science Moms campaign appeals to the universal value shared by all parents: wanting to give your children a better future. The most helpful and effective messaging lets parents know that a safe, healthy future is possible, but only if we take the steps now to safeguard it.

But all the talking needs to be in service of real action. Elected officials have ignored climate change for too long, and we need legislation to address it urgently. Write to your representatives, tell them how you feel, ask them what their climate plan is. We have the power to build a sustainable planet for generations to come, but we have to do the hard work to get there.

What are your “5 things I wish someone told me when I first started” and why. Please share a story or example for each.

I can give you three! These are key lessons that I’ve learned over the years and honestly, wish I had come to terms with sooner: 1.) make a real commitment to establish healthy patterns early on, 2.) relax and don’t take yourself too seriously — it’s ok to play the long game and 3.) you have agency over the decisions impacting your career.

The biggest lesson for me revolves around creating healthy patterns. When entering the workforce, I thought I needed to grind as hard as possible to outwork everyone around me — that was going to be my competitive advantage. While that may have been helpful in the short term, it was unsustainable and led to a diminishment of mental and physical wellbeing. I didn’t invest enough time and energy into my quality of life early on. Work took a disproportionate amount of time and energy and became an idol. I want to be transparent about this experience so others can create those healthy patterns earlier on. I want them to be intentional about investing in their quality of life NOW, not down the road once they’ve achieved some milestone in their career. Real life is moment by moment — it doesn’t wait for you to “get ready” down the road. The momentum you create early on can serve you well as you advance, or, it can be a major impediment.

So, naturally, a lot of that “grind, grind, grind” momentum made me overthink career decisions — I would obsess about making a “wrong move” that I feared would have massive, negative ramifications. Granted, I was driven by certain basic necessities at the time — like student debt, living out of my car and couch surfing the first few years out of school — but I wish I had spent more of that time early on to be more present. I was so eager to get on with the next thing that I missed some of the beautiful things all around me. The decisions you make early on in your career are important, but they are not a final verdict. All good books have chapters.

Which brings us to the agency we have for our own path. Early on, I felt like the trajectory of my career path was at the mercy of the people above me. I had this disempowered notion that the senior managers in my organization were in sole control of my destiny, and I was dependent on them. Elements of that perception are certainly true. I wouldn’t be in the position I am today without people making a significant investment in me — but something I didn’t quite grasp was my responsibility to serve as the primary advocate for myself. It’s up to each one of us to drive our career trajectory and communicate our needs, wants and aspirations. Sometimes, the conversation begins with a quiet voice in your head. Eventually, that internal dialogue needs to be an external one — giving a voice to those goals with the very people that can help you achieve the things that are important to you. Over the years, my employers have been kind and generous, but none of them have been mind readers! And, I can’t expect them to be.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

“I’m never going to ask you to do something that I’m not willing to do.”

My Pee-Wee Football coach would bark out this statement in an effort to motivate and encourage his 10 year old NFL stars in-training. One particular day when we were practicing, we experienced an epic Florida storm that halted practice with a torrential downpour. The entire field was flooded and quickly resembled one big, disgusting mud puddle. We were complaining about the conditions and were looking for a way to avoid practicing our “Oklahoma drills” in the sludge. Our coach persisted — insisting that we develop an aptitude for playing in bad conditions that could one day help us in a real game. We remained reticent and timid. Sensing a growing “mutiny,” our coach put down his clipboard, took off his whistle, and lowered himself down in the muck and the mire to model the drill for us. When done, he was drenched and covered in mud. He stood up, wiped the dirt from his mouth and repeated his refrain — “I’m never going to ask you to do something that I’m not willing to do.” He led by example. His actions were a tangible and visible manifestation of his words — and it made a huge impact on me. We trusted him and knew that he would get down into the depths for us and with us. I’ve carried this lesson with me throughout my life and my career.

Is there a person in the world, or in the US with whom you would like to have a private breakfast or lunch with, and why? He or she might just see this, especially if we tag them. :-)

I’d love to have breakfast and then go on a bike ride with David Byrne. I love his commitment to his craft, I love the way he sees the world, and I’d really enjoy getting a glimpse into his perspective. He is curious and engages his surroundings in a very exploratory way, which is also reflected in his art. He’s a student working off of inquiry, and I just love that posture.

He’s authored several books, one detailing his experience touring cities and villages from the vantage point of his bicycle seat. In an effort to better acquaint himself with a particular region, he hops on a bike to explore. It’s an act steeped in humility and curiosity, showing a desire to participate in and with culture. He shows an innate interest to familiarize himself with his surroundings vs. having it seep into the background unexplored. I find that very encouraging and inspiring!

How can our readers follow you online?

They should visit the Science Moms website and check them out on Twitter! This is a campaign powered by Potential Energy that leads with climate scientists — who are also moms — sharing tools, resources, and information that help us better understand climate change. Their work is our work, and together, we’re doing all we can to get Americans engaged on climate action.

This was so inspiring. Thank you so much for joining us!