A pro-solar political action committee is abandoning the gentle, science-focused approach that has long defined green advocacy. The Invest in Tomorrow Coalition, backed by crypto billionaire Chris Larsen and run by New York operatives, has poured millions into Republican primaries with attack ads that never mention solar energy. Instead, the spots hammer opponents on issues like loyalty to Donald Trump, personal conduct, and alleged corruption.
The strategy has already produced results. The PAC helped defeat four primary candidates it opposed, including Texas representative Chip Roy, against whom it spent nearly $1.5 million on ads for right-wing platforms. Current targets include Colorado representative Lauren Boebert, hit over a 2023 theater incident, and Indiana representative Victoria Spartz, accused of corruption. The group's leader, Chris Coffey, says the goal is simply to pick the strongest available issue and "savage" opponents for not being MAGA enough.
The aggressive approach has drawn criticism from some Democratic operatives and renewable-energy advocates, who worry that replacing far-right incumbents with less extreme Republicans could backfire in general elections. But others in the industry welcome the shift. "We need to be loved, respected, and feared," said Steph Bosh of the Community Clean Energy Coalition. Larsen himself argues the solar industry has been "a little too nice" compared with oil and gas opponents. Whether the stick is big enough remains an open question—Democratic strategist James Carville noted that $20 million is tiny next to what the carbon industry spends. Still, the campaign marks a notable departure for a sector that has historically avoided bare-knuckle politics.