Go big and build close to home: AI, American manufacturing, acceptance, and more from RE+ 2025

One of the most exciting times of the year across the clean energy industry is RE+. As the largest renewable energy conference in North America, RE+ 2025 brought together nearly 40,000 energy professionals from around the world. 

For DG+ and many of our clients, RE+ 2025 was a timely and much-needed temperature check for the industry — how are we holding up after the events of the past year, and how should we talk about it?

Beyond an industry barometer, it was also a showcase of the trends appearing in the cleantech marketing and creative space. 

Here’s what I noticed:

Bigger, better, brighter

It may have been my first year in attendance, but for many of the companies on the expo floor, RE+ 2025 was far from their first rodeo. It was impossible to miss the sheer scale of investment that companies poured into their displays. Interaction is the new norm: life-size models, 3D-printed dioramas, and immersive screens dominated the floor. Perhaps inspired by fabulous Las Vegas, a few companies stole the show (and the traffic) with eye-catching lights and walls that I can only describe as “glowing.”

Even swag has leveled up — bold tote bags and creative sales brochures were snatched up quickly, while generic pens, stickers, and hand sanitizers collected dust. Some brand merch was even virtually “gated”, requiring a social follow or newsletter signup to take home. 

B2B trade show spending continues to rise — and RE+ proved the cleantech industry has upped the conference marketing ante.

Solar developers are diversifying

With legislation shaking up the renewable energy industry, many solar developers are unsurprisingly expanding into other products and services rather than relying on solar development alone. 

Energy storage, a natural complement to solar, continued to occupy many booths and informational sessions this year, with many long-time developers tacking on an “and storage” bullet at the end of their taglines. While the electric grid certainly needs to be padded with more energy storage, it shouldn’t feel like an afterthought in a solar marketing and communications strategy. New offerings should fit cohesively into a company’s core business and receive the same level of care as its bread and butter. Maybe energy storage slots in nicely to its existing portfolio and target audience, requiring only a light touch to bolster an already trusted reputation. Or maybe it warrants a full product launch campaign or market expansion strategy. It all depends on what sets each company apart —  why it's uniquely positioned to succeed and why people should choose it over the booth next door.

Similarly, with federal policy challenging new builds, asset management solutions have become a growing focus. Platforms and services designed to coax more performance out of existing systems had a major presence at RE+. Solar developers seem to be evolving from builders to long-term operators, and I expect to see even more solar marketing strategies that highlight solar developers as “one-stop-shops”, “full-service providers”, and "partners".

AI for ???

Artificial intelligence (AI) was a common buzzword this year, but not every pitch landed. Across many exhibits, it was difficult to cut through the promises of AI for “next gen solutions”, “the future”, or “industry transformation” and get to the core of what each company offers. Some claimed to do everything, while others felt like they did nothing in particular. 

For these businesses, potential customers — whether developers, utilities, or consumers — may or may not have knowledge or interest in new AI software, so articulating the brand’s story is critical. In the end, the stand outs weren’t the flashiest, fluffiest, or most idealistic. They were the companies that clearly articulated, in plain language, what the technology does, why it matters, and how it creates value.

Too much or too little

Overall, the expo floor showed a spectrum of extremes: booths so overloaded with technical data that no one stopped to read, and booths so vague that even the most seasoned industry veteran could walk away confused. The renewable energy communications sweet spot lies in between. Lead with curated, digestible information that sparks curiosity, then go deeper after capturing their attention.

As we saw again and again:

• Accessibility → understanding → questions → deals
• Inaccessibility → confusion → skepticism → missed opportunities

Goodbye green, hello blue

At DG+, we’ve noticed the industry color palette changing in recent years. Yet still, when I entered the Venetian, I braced myself for a forest of kelly, sage, olive, and emerald. Instead, this year’s RE+ felt drenched in blue. 

This trend suggests a subtle but meaningful shift in how companies want to present themselves. The industry is leaning away from “green marketing” and “eco”-centric messaging and towards associations with reliability, trustworthiness, and profitability. 

And while certain palettes dominated, some of the most memorable booths stood out with bold individuality, including unexpected pops of color to complement their brand palette and fresh, unconventional color combinations.

Representation across roles

There’s no single dress code for RE+. On any given aisle, I passed contractors in work boots, developers in blazers, and sales reps in sneakers. Though racial and gender diversity still have plenty of room to grow at RE+ — as they do across the clean energy industry more generally — the mix of wardrobes was a refreshing glimpse into the professional diversity that powers our sector. 

Conference sessions echoed the importance of varied perspectives, with focuses on tribal land engagement, community partnerships, and the importance of securing buy-in across entire teams.

Made in America (mostly)

In line with shifts in tax policy and tariffs, domestic manufacturing was another key theme this year. Many exhibitors highlighted their U.S. supply chains front and center, complete with cowboy hats, flags, and “American made” branding. Still, international players had a strong presence, a reminder that the renewable energy transition remains global even as foreign supply chains take on new baggage in the U.S. marketplace.

Acceptance, optimism, and solidarity

Perhaps the most striking theme was the tone of the conversations. Despite a year of headwinds, the mood was pragmatic and positive. Whether it’s the looming approach of Q4 or the inherent resilience of the industry, companies focused less on reacting to obstacles and more on strategizing, while projecting strength and reliability.

Talks were geared toward navigating new policies, communicating across political and cultural divides, and embracing new technologies. Solidarity — across teams, communities, and political spectrums — emerged as a recurring theme. 

The message of RE+ 2025 was clear: the industry is continuing forward, and now more than ever, engagement matters.

As one panelist put it: “Everybody plays a role in the future of energy.”

‍‍Need help with your conference strategy? Download our 2025 cleantech events calendar or contact the DG+ team today to learn more about how we can help your business stand out.