Decarbonizers: Innovators building a cleaner future

Decarbonizers

Hosted by Idrees Madni, Decarbonizers brings you conversations with the founders, CEOs, and leaders behind the clean tech revolution. From solar-powered stoves to breakthrough green technologies, these innovators are shaping the future of sustainability. Tune in for stories of innovation, challenges, and the strategies driving a cleaner, greener planet, one solution at a time.

Episodes

  1. How Big Oil Controls What You Think About Climate Change

    5d ago

    How Big Oil Controls What You Think About Climate Change

    Did you know that the fossil fuel industry spends roughly $7 billion a year on advertising and PR? That's seven presidential campaigns' worth of money, every single year. And according to today's guest, pretty much every claim they make is a lie. In this episode of Decarbonizers, host Idrees Madni sits down with Duncan Meisel, Executive Director of Fossil Free Media and founder of Clean Creatives, to unpack how the fossil fuel industry has spent decades shaping public opinion through advertising, PR, and strategic misinformation. Duncan explains why oil and gas companies invest billions into influencing perception, how greenwashing became one of the industry’s most powerful tools, and why most people dramatically underestimate public support for climate solutions. Duncan also shares why he chose to focus on advertising agencies and PR firms instead of directly targeting oil companies, arguing that fossil fuels rely heavily on creative industries to maintain social acceptance. From comparisons to cigarette advertising bans to discussions around social media algorithms, political polarization, and climate influencers, this conversation explores the hidden communication systems behind the energy transition. The episode also dives into the emotional side of climate communication. Why do fear and hope dominate the conversation? Why aren’t more clean tech companies telling compelling stories? And how can sustainability become culturally aspirational rather than politically divisive? From solar adoption in neighborhoods to the rise of climate creators online, this episode explores why winning hearts and minds may matter just as much as building better technology. If you’ve ever wondered why clean energy doesn’t advertise like Chevron  or why your neighbour thinks solar is political, this episode is essential listening. Key Takeaways Why the fossil fuel industry spends billions shaping public opinion How advertising and PR became critical tools for protecting oil and gas interests The concept of “pluralistic ignorance” and why people underestimate support for climate solutions Why greenwashing is often just strategic misinformation How climate communication became politically polarized The similarities between fossil fuel advertising and cigarette marketing How community adoption makes technologies like solar and batteries spread faster Why sustainability becomes powerful when people feel proud to share it  In This Episode: [00:00] Dynamic Intro  [00:46] Introduction  [01:37] What Fossil Free Media does [02:24] Duncan origin story [03:57] PR money influence [05:33] Clean energy messaging gap [06:51] Beyond hope and fear [08:23] Hidden climate majority [10:24] “Lie every time” strategy [14:10] Polarization and GOP ties [16:19] Why target agencies [19:24] Greenwashing explained [20:35] Does lying work? [21:33] Legal accountability fight [22:34] Tobacco ad ban parallel [23:16] Ban fossil fuel ads [24:50] Selling solar value [31:56] Making climate cool [34:43] Hope and clean energy [37:37] Rapid-fire takes [39:24] Wrap-up and thanks  Our Guest Duncan Meisel is the Executive Director of Fossil Free Media, a nonprofit media lab that runs campaigns to weaken the economic and cultural power of the fossil fuel industry. He is also the founder of Clean Creatives, a campaign that has convinced over 1,500 advertising and PR agencies worldwide to pledge not to work with fossil fuel companies. Previously, Duncan spent nearly seven years at 350.org, where he worked on the Keystone XL pipeline fight and helped launch the global divestment movement. Decarbonizers Podcast Link Duncan Meisel Linkedin Fossil Free Media Clean Creatives Aalo Atomics  Idrees Madni LinkedIn Mentioned in the episode: Volts podcast (David Roberts) Climate Town (YouTube) Jacob Simon (climate optimism content) Bill McKibben’s newsletter Base Power (Austin-based battery company) Resources and LinksOuterknown (sustainable fashion)

    40 min
  2. A new era of nuclear: Safer, cheaper, and visually stunning

    Mar 23

    A new era of nuclear: Safer, cheaper, and visually stunning

    What if nuclear energy didn’t mean 10-year construction timelines, multi-billion-dollar budgets, and massive gray concrete towers on the skyline? What if reactors could be built in factories, shipped where they’re needed, installed in months, and designed so beautifully you wouldn’t mind seeing one nearby? In this premiere episode of Decarbonizers, host Idrees Madni sits down with Yasir, co-founder and CTO of Aalo Atomics, to unpack a bold new vision for nuclear power. Yasir’s story starts in Bangladesh, studying by candlelight during daily power outages. That early frustration turned into curiosity, then into a career. He went from taking apart stereos as a kid, to joining Westinghouse as Fukushima reshaped the industry, to leading advanced reactor design at Idaho National Laboratory, and eventually launching Aalo Atomics to fix what traditional nuclear got wrong. He explains how “economies of scale” quietly became “economies of size,” making plants slower and more expensive. Microreactors flip that model to “economies of numbers,” small, repeatable, factory-built systems. With liquid metal cooling and physics-based safety, these designs aim for true “walk-away safe” operation. Even nuclear waste gets a fresh look, reframed as a manageable engineering challenge rather than an unsolvable crisis. From powering AI data centers to creating beautiful, community-friendly plants and enabling modern “micro Bell Labs,” this episode reimagines nuclear as fast, scalable, and human-centered. Not a relic of the past, but a serious contender for a decarbonized future. If you care about the future of clean power, advanced technology, or rebuilding infrastructure at scale, this episode is a must listen. Key Takeaways Why nuclear energy has a speed and cost problem, not a physics problem The difference between scaling by size versus scaling by manufacturing volume How microreactors can be built as products instead of mega construction projects Why Aalo is targeting AI data centers first How physics-based safety reduces complexity and cost Why nuclear waste is more manageable than most people think The vision for factory-built reactors producing a gigawatt per year How decentralized nuclear could reduce grid dependence Why learning velocity is a founder’s greatest advantage In This Episode: [00:00:00] - Dynamic Intro [00:01:27] - Introduction [00:02:18] - Early Inspiration in Bangladesh [00:03:39] - Climate Change Realities [00:04:52] - Discovering Nuclear Energy [00:06:58] - Career at Westinghouse [00:09:33] - Learning from Large-Scale Projects [00:11:58] - The Arctic Inspiration. [00:14:14] - Defining "Micro Reactors" [00:19:10] - The Marvel Program [00:23:09] - Market Focus: AI Data Centers. [00:24:12] - Pod Architecture. [00:26:00] - Liquid Metal Cooling [00:32:48] - Addressing Nuclear Waste [00:38:28] - Mass Manufacturing Goals [00:39:55] - Speed of Deployment [00:43:52] - Cost Forecast [00:46:17] - The "Mini Bell Labs" Idea Our Guest Yasir Arafat is the co-founder and CTO of Aalo, an advanced nuclear energy company building factory-manufactured microreactors designed for rapid deployment. A former Westinghouse engineer and leader of the Department of Energy’s MARVEL microreactor program at Idaho National Laboratory, Yasir is focused on solving nuclear’s biggest barriers: speed, cost, and scalability. His mission is to deliver reliable, carbon-free energy through mass production and innovative plant architecture. Resources and Links Yasir Arafat Linkedin Website X Aalo Atomics  Idrees Madni LinkedIn

    51 min

About

Hosted by Idrees Madni, Decarbonizers brings you conversations with the founders, CEOs, and leaders behind the clean tech revolution. From solar-powered stoves to breakthrough green technologies, these innovators are shaping the future of sustainability. Tune in for stories of innovation, challenges, and the strategies driving a cleaner, greener planet, one solution at a time.