A massive truck rolled onto the show floor at CES 2025 last week. It was hard to miss the modified Jeep with its military-style body and off-road tires. But the real fascination was inside.
The vehicle — the Reluctance from Stryten Energy — held enough battery storage to serve as a portable microgrid. That display of power set the stage for a recurring theme at CES this year: finding new ways to store energy, run cleaner, and spark fresh ideas for climate tech.
The show went beyond futuristic prototypes and clever branding. Companies unveiled solutions aimed at solving practical problems that climate tech businesses face every day, from advanced battery systems for data centers to AI-enabled home sensors that promise to cut waste and increase energy efficiency.
For those seeking to stand out in an increasingly crowded market, there were a few common themes worth noting. Each one has implications for how climate tech brands can share their value in a way that resonates with media and potential customers, partners, and investors.
Energy storage stands out
Batteries and battery energy storage systems (BESS) played a big role. Paper batteries from Flint, for example, captured attention with a glimpse of how future electronics might be small, flexible, and fully biodegradable — deterring the need for critical mineral mining.
Stryten Energy turned heads with its mobile microgrid vehicle, but it also showcased several battery formats designed to match different use cases. Its flow batteries are intended for longer-duration power, while lithium-ion solutions address quicker needs.
Such customizable options might help data centers come online faster. Long interconnection queues for grid access have become a growing headache for many operators, and a reliable battery system could supplement the energy demand and shorten that wait.
By focusing on tangible outcomes — such as reduced deployment times, cost savings, or enhanced reliability — businesses can effectively demonstrate the practical value of their technologies and build credibility with reporters.
AI-driven efficiency
AI was seemingly plastered over every booth, yet there was genuine substance behind the hype.
Smart home setups used sensors to monitor room occupancy, adjusting lighting, heating, and cooling automatically to cut energy use without inconveniencing homeowners. Demos showed AI predicting peak energy times, balancing demand, and even scheduling maintenance.
It was a reminder that specific data or pilot results quickly validate a use case, especially in a buzzy area like AI.
Booth design and recycled materials
Many exhibitors extended their sustainability focus to their booths, using recycled metals, wood from certified sustainable forests, and even reclaimed fabrics. Others displayed reusables to reduce waste throughout the event. Large corporations might be changing how they address environmental goals, yet these visual cues signaled an ongoing desire to promote responsible practices.
The lesson for climate tech businesses is simple: Show how your brand lives its mission. Marketing a cutting-edge product is one thing, but demonstrating that it’s built on a sustainable foundation can give you a stronger story. It also offers a great opening to share behind-the-scenes details that reporters and industry influencers appreciate.
The EV ecosystem
Electric vehicles once again captured plenty of attention, but the focus moved beyond the usual concept cars. Charging solutions that included on-site storage took center stage. Some chargers at CES came with built-in batteries, like standout Star Charge, allowing operators to store energy when prices are lower. This feature could help small businesses and municipalities save money while meeting charging needs.
For climate tech firms looking to grow in the EV world, these developments emphasize the importance of an integrated approach. Batteries, charging infrastructure, and software that optimizes usage form a package that speaks to efficiency and reliability. This is a potent point for messaging: Potential customers often want a simple, all-in-one experience rather than a patchwork of disconnected products.
Looming tariffs and domestic mining
Several discussions touched on trade policies and their impact on renewable manufacturing. Tariffs on lithium battery components raised concerns about higher supply chain costs. Some participants saw domestic mining as a strategic response, while others questioned the feasibility of launching more mines in the near term. This tension may influence how climate tech companies plan their manufacturing and sourcing.
Dragonfly Energy, as part of the panel “Earth to Energy: Reimagining the Future of Energy Resilience,” spoke about domestic mining needs and the role policy and federal funding can play in helping the U.S. catch up to satisfy the full ecosystem for renewable manufacturing.
Policy news can be a great opportunity to get in front of journalists who might be looking for experts to unpack the effects of new regulations.
Rebranding and new funding angles
One trend that’s still bubbling up: Clean tech companies rebranding as “defense tech” to tap into different funding sources. While this tactic wasn’t widespread yet, it echoed a larger theme: staying agile and exploring new ways to secure investment in uncertain political and economic times. CES participants repeatedly mentioned that an upcoming administration change could reshape the energy and defense spending priorities.
Climate tech brands that stay nimble in their messaging might find themselves better positioned to attract government contracts. Rather than pushing a big pivot, businesses can highlight the security benefits of reliable power or the strategic importance of local production. This approach can widen a company’s appeal to policymakers and create new partnerships.
Turning insights into strong positioning
CES 2025 reminded us that good ideas need the right voice. Businesses that can develop a story around their technology with clear, relatable messaging stand a better chance of rising above the crowded field of climate tech.
That’s where a strong PR strategy comes in. From teasing out the unique angle behind your product to connecting your story with the right reporter, working with an experienced PR team can help you hone your messaging and earn the media coverage you deserve.
If you’re looking for ways to share your own breakthroughs and connect with the right audience, I’m here to help. Get in touch and let’s talk through your media strategy for the months ahead.