Lithium is the miracle element powering your smartphone and under the hood of every electric car. Will batteries save the planet or cause more harm? The controversy is heating up in Nevada.
RENO, Nevada
Activists aiming to stop an open-pit lithium mine launched a permanent protest encampment last Friday. They invite supporters to join them.
Despite winter conditions at Thacker Pass, the site of the proposed $1.3 billion Lithium Americas mine, protestors have erected tents, a wood stove, and protest signs. Lawyer Will Falk, who is on site, says they mean to stay for as long as it takes to protect this old-growth sagebrush mountainside.
“Environmentalists might be confused about why we want to interfere with the production of electric car batteries, but, it’s wrong to destroy a mountain for any reason – whether the reason is fossil fuels or lithium.” Says Falk
Activists are prepared to remain in place and block all construction, mining, and road-building activities until Lithium Americas abandons their plan to destroy Thacker Pass. They are demanding:
The establishment of a protected area at Thacker Pass preserved for the enjoyment of future generations, for wildlife including the Kings River pyrg, and for water quality.
An immediate abandonment of the Thacker Pass lithium mine project by Lithium Americas corporation.
A sincere apology from Lithium Americas Corporation for claiming that Thacker Pass is a “green” project.
The Mine Proposal
The Thacker Pass mine proposal, located roughly 130 miles northeast of Reno, is one of a handful of large mining and energy projects fast-tracked by the outgoing Trump administration in what a December article in the New York Times called an “intense push” to “find ways to increase domestic energy and mining production.”
Though Lithium Americas claims they “strive to build a business where the well-being of the local community is essential to its success,” this fast-tracking comes despite objections from local residents, ranchers, and environmental groups, who are concerned about project impacts on wildlife and rural quality of life.
Project documents detail potential harm to many species.
The threatened Greater sage grouse, whose populations have been reduced by between 97% and 99% from historic levels, and for whom the Thacker Pass area represents the best remaining habitat in Nevada. Thacker Pass is located in the Lone Willow population management unit, which is home to between 5 and 8% of the entire global population. This project would sever a key connectivity corridor between portions of the habitat;
Lahontan cutthroat trout, a federally “threatened” species under the Endangered Species Act which exists in only a small fraction of its historic range, including the Quinn River basin downstream of Thacker Pass;
Pronghorn antelope, whose migration routes would be severed by the mine; and
A critically imperiled endemic snail species known as the Kings River pyrg that is known to reside in only 13 isolated springs. According to one group of scientists, “the Thacker Pass Project area might contain the entire known population of Kings River pyrg, thereby putting the species at risk of extinction.
Other species who will be harmed by the project include Burrowing owls, Golden eagles, several bat species, native bees and other pollinators, Crosby’s Buckwheat, and rare old-growth big sagebrush. Impacts on the community include increases in heavy truck traffic, noise and light pollution, air quality issues, and reductions in the water table.
Lithium Americas has already built roads, drilled boreholes, constructed a weather station, and dug a 2-acre test pit. They plan to build large tailing ponds for toxic mine waste, drill new wells, build a sulfuric acid processing plant, import more than 170 semi-loads of sulfur (a byproduct from oil refineries) per day, and dig an open pit of more than 2 square miles into the pristine Thacker Pass mountainside.
The encampment went into place on Friday, the same day the Bureau of Land Management handed down the permit for the mine. For now it is home to only a few people. But Max Wilbert, another organizer of the protest and author of Bright Green Lies, a book looking at the environmental harms of renewable energy projects, expects that more people will come as the weather improves.
Wilbert states,
“Many see Nevada as a wasteland, but in truth it’s one of the last wild places left. Where else can you find silence, clean air, starry nights, and solitude? As soon as people spend time in these wild lands, they fall in love with them, and want to protect them.”
Join the Occupation
For more information, to support the campaign, or to join the occupation, visit www.ProtectThackerPass.org. Feel free to reproduce this press release in your publication.
Contact: Max Wilbert and Will Falk
contact@protectthackerpass.org
In these brief series, Max Wilbert explores the #ThackerPass Litium Deposit in Humboldt Count, Nevada which will serve as a lithium clay mining development project proposed by the Nevada government and federal agencies. This project will compromise the flora, fauna and streams of the area just for the sake of “clean” energy and profit.
This is the first video dispatch from my trip to the area of two proposed lithium mines in Nevada. I’m working to build awareness of the threats these projects pose and resistance to them. I’ll have more to share next week.
This video comes from the top of a ridge directly to the east of the proposed Rhyolite Ridge open-pit lithium mine in Southern Nevada. After arriving by moonlight the night before, I scrambled up this rocky ridge in the dawn light to get an overview of the landscape. Everything that you see here is under threat for electric car batteries.
This is habitat for Tiehm’s buckwheat, cholla cactus, sagebrush, rabbitbrush, prairie falcon, desert bighorn sheep, pronghorn antelope, jackrabbit, ring-tailed cat, and literally hundreds of other species.
Is it worth destroying their home and their lives for electric cars?
This is the traditional territory of the Walker River Paiute, the Agai-Dicutta Numa, and other bands of the Northern Paiute.
What killed 14,000 critically endangered buckwheat plants at the site of a proposed lithium mine to supply critical minerals for the so-called “green” electric vehicle industry?
This video reports from Rhyolite Ridge in western Nevada, traditional territory of the Walker River Paiute, the Agai-Dicutta Numa, and other bands of the Northern Paiute.
Was it rodents, or was it vandalism? Climate catastrophe or eco-terrorism?
Benjamin R. Grady, the President of the Eriogonum Society, said in a letter that “As distasteful as it is to consider, intentional human action may have caused the demise of thousands of E. tiehmii individuals over the course of two months from July to September 2020. Having studied this genus since 2007, I have visited hundreds of different Eriogonum populations across the American West. Never once have I seen this type of directed small mammal attack at any of those sites. To me, the widespread damage to just E. tiehmii plants was remarkable. The timing of this attack is also suspicious. The threat of a large-scale lithium mine has recently thrust E. tiehmii into the spotlight. This species has been monitored since the early 1990’s and this type of widespread damage has not been documented. While on site on the 23rd of September, I did not notice any scat, with the exception of a few scattered lagomorph pellets. I carefully examined uprooted plants and no actual herbivory was noticed. The green to graying leaves were unchewed and intact. Eriogonum species likely offer little reward of water or nutrients at this time of year.”
Either way, this video is a crime-scene investigation from the middle of the proposed open-pit lithium mine at Rhyolite Ridge, in western Nevada on traditional territory of the Walker River Paiute, the Agai-Dicutta Numa, and other bands of the Northern Paiute.
We don’t know what happened to these plants, but it is clear that they deserve protection. Ioneer’s plan to build an open-pit lithium mine at this site must be resisted.
Reporting from #ThackerPass#Nevada – site of a massive proposed lithium mine. Nevada government and federal agencies have fast-tracked the sacrifice of this mountainside in favor of a $1.3 billion dollar mine that could produce tens of billions in profits. Meanwhile, local streams will be polluted, Lahontan cutthroat trout spawning grounds will be smothered under radioactive sediment, Pronghorn antelope migration routes blocked, Greater sage-grouse habitat blasted to nothing, local people will have to deal with acid rain, ancient cultural sites will be desecrated, and this quiet wilderness will be turned into an industrialized zone — unless the project is stopped.
Editor’s note: “Protest alone, disconnected from more substantive action, is akin to screaming in the wind. Protest is not resistance. Protest, whether conscious to it or not, often reinforces the belief that the system is fundamentally sound, and that with reform it can resolve the issue that sparked the protest. We must confront the truth: our system of governance is fundamentally flawed. It is corrupt, hierarchical, unfair, and thoroughly infiltrated by corporate power and special interests.”
“It obviously should be concerning to activists that anything they do in their local area might be seen in this broad-brush way of being a federal issue of terrorism or come under the observation of the FBI and all of the powers that come with it,” said Andrew Ferguson, who studies surveillance technology at the American University Washington College of Law.
What do we do when protests and elections fail?
People deserve to be included in the processes of making political decisions about the places where they live. People deserve equal access to economic resources and opportunities. People deserve to have a say in environmental decisions that affect the health and well-being of their communities. People deserve to be able to govern their places in a way that maintains healthy, long-term relationships among humans, other living things, and the physical environment.
It is the final week of February 2024, and the City of London, the capital’s ancient financial district, where corporations cluster like woodland trees, is teeming with climate activists. For three days they march the streets, block the entrances, and infiltrate the lobbies of major insurance companies. They act as part of a global campaign by an alliance of groups, and their aim is simple: stop the insurers from underwriting new fossil fuel infrastructure. This protest will end up showcasing both the pruning of one type of climate activism, and the blossoming of another.
The first activists to be arrested are a five-strong Extinction Rebellion troupe dressed like 1940s washerwomen, complete with hair curlers, heavy makeup and rubber gloves. Known as the Dirty Scrubbers, their plan is to performatively clean some corporate entrances, and dye some fake money green in their ‘greenwashing machine’ – an old washing machine on bike wheels. The action encapsulates much of what made Extinction Rebellion a global phenomenon – fun, theatrical, eye-catching activism that still has a bit of bite. The police commander is informed by protest organisers and gives the performance the go ahead. But half an hour later, the police on the street have other ideas. Thirty officers surround the Dirty Scrubbers as they wheel their greenwashing machine into the protest zone, and arrest them for conspiring to cause criminal damage. Only some are handcuffed, but all are loaded into vans and held in police cells until the evening. Their greenwashing machine is impounded.
On the third and final day of the protest, in the early hours of the night, a previously unknown group makes its debut. Hooded activists wielding paint-filled fire extinguishers spray the entrances of three insurers and flee the scene before the police arrive. Rather than getting cleaned by the Dirty Scrubbers, the skyscrapers end up stained blood-red by anonymous members of Shut The System (STS).
The Dirty Scrubbers are led into police vans, City of London, February 27, 2024. Photo: Extinction Rebellion UK
In their online manifesto (now taken down), Shut The System promise to “shut down key actors in the fossil fuel economy” by waging an escalating “campaign of sabotage.” True to their word, their sabotage escalates. When they return to the streets four months later, this time to target Barclays bank in a joint action with Palestine Action, they don’t just spray-paint the bank’s glass fronted buildings, they smash them too. More than 20 branches are temporarily shut down across the UK to pressure the bank to divest from fossil fuels and Elbit Systems, Israel’s biggest weapons manufacturer. Weeks later, they return to the City of London to deface and smash insurance company windows.
Then in January of this year, Shut The System try a new, more sophisticated kind of sabotage – cutting fibre optics cables. First to be forced offline is a collection of climate-denying lobby groups housed a stone’s throw from the British Parliament. Two weeks later, Shut The System target those major insurers again, this time severing cables of firms not just in the City of London but also in Leeds, Birmingham and Sheffield.
Most recently, they target the private homes of three Barclays executives. On the morning of the bank’s AGM, its CEO, global head of sustainable finance, and president find their luxury properties spray-painted with messages demanding an end to fossil fuel investments. Cables are also cut at Barclaycard’s UK headquarters, and more than 20 bank branches have their door locks and ATMs superglued shut.
The ‘campaign of sabotage’ quickly bears fruit. A week after its entrance is stained blood-red, the insurance company Probitas declares it will not insure two ‘carbon bomb’ projects singled out by protesters (the East African Crude Oil Pipeline and a proposed coal mine in North West England). Days after Shut The System and Palestine Action shatter Barclays bank branches, its CEO writes an op-ed in the Guardian renouncing the damage and voicing concern about the “overall suffering” in the Middle East. Four months later, the bank has sold all of its shares in Elbit Systems.
A long-term member of Shut The System, who required total anonymity to be interviewed, was happy to outline the strategy behind their ‘campaign of sabotage’: “We want to give the climate movement more teeth by training up people and getting them into these sorts of actions, mobilising further across Europe and the world,” they say. “So when fossil fuel companies are presented with demands by protesters, they can expect the tactics we provide. There’s power in that. These industries will know that we’re escalating, know that we care about this, and know that we’re not going away.”
In adopting and spreading sabotage, Shut The System doesn’t see itself as breaking away from the climate movement’s sustained adherence to non-violence. My contact instantly references the author of the manifesto How to Blow Up a Pipeline to explain: “I’m in complete agreement with Andreas Malm. Violence can be done to people, but not to buildings or infrastructure. We will not harm individuals.” Asked if they’d be willing to cut the cables of the home of, say, an oil company CEO, they don’t hesitate; “personally speaking, that’s within my limits. These people are killing people.”
But the use of sabotage does mark STS apart from the climate movement in other ways. The tactic necessitates a radically different culture to earlier organisations like Extinction Rebellion (XR) and Just Stop Oil (JSO), one where the need for security, and the fear of infiltration, reshapes nearly everything else. Reaching a member of STS for interview required multiple approaches. Once contact was made, Signal had to be jettisoned for a more anonymous messaging app. The days of open meetings in community halls and welcoming spokespeople is long gone. It begs the question, if you want to be a part of STS, how do you join? “We grow through people who know people, reaching out through a chain of trust,” says my contact. To become a member, you must be vouched for by at least two current members of STS, and members with deep roots in the climate movement are encouraged to scour their contacts for candidates. “We often find that people we’ve reached out to have been seeking a route in for a long time.”
This chain of trust spreads right across the UK, but it is a patchwork quilt, not a uniform fabric. Nobody can know everybody in STS, and group meetings are deliberately avoided. “Someone could have their phone taken away by police or put on remand. One person’s security failure could take out a lot of people” says my contact. Instead, a central team of organisers will chat with local leaders to agree on targets and dates and times, as well as pass on tactical knowhow. When it comes to deciding the specifics of an action – who takes which target, who adopts what tactic – the group operate like a take-away restaurant. “A long menu of possible options is sent around, and local cells then decide what they want to do based on location recces and capacity.”
A Barclays bank branch in Bristol after a joint nationwide action by STS and Palestine Action, June 10, 2024. Photo: Martin Booth
Shut The System is a year old, and the menu system appears to be working. But it does raise issues around power distribution and decision-making. A typical STS activist will not know who writes the menu, nor have a say over what dishes are made available. Their experience of STS will rarely if ever breach the limits of their local cell. It’s a long way from the open strategy meetings of XR, or the large social soup nights of JSO, where power is mitigated and community fostered as much as possible. My contact accepts the criticism: “There are no elections right now for the central team, but questions are being asked about this. And we do want a system of feedback, but security is just so important.”
Questions are also being asked in the central team about money. Namely, how can supporters chip in so STS members can focus on action research and development full-time. “Applying for funding through the normal climate movement routes is very difficult,” confirms my source. “So far we’ve raised small amounts, mostly on the backs of individuals. We have plans afoot for many more types of sabotage, but the scope to try different things is dependent on finding funding.” Asked for possible solutions, my source can only say, “we’re working on it.”
The artistic side of the climate movement, so intrinsic to XR and offshoots like the Dirty Scrubbers, has also been sacrificed on the altar of security. The central team have little interest in branding, messaging, or media. “We do have a logo on Instagram,” points out my contact. “But our visual and social media content is minimal – a recognition that being in any kind of contact with our group holds risk. It’s not a philosophy, just a result of priorities. Our circle’s central concern is security.”
If STS is the vanguard of a new phase in the UK’s climate movement, this phase isn’t as accessible, transparent or fun as what came before. But my contact is sure that this self-described “darker, more serious wing” is needed. With a climate denier in the White House, Big Oil ripping up pledges to decarbonise, the planet heating faster than predicted, and climate scientists warning that cataclysmic tipping points could happen as soon as this year, it’s not surprising that some ecoactivists are ready to embrace more militant tactics. But when I ask my contact what drew them to sabotage, the worsening status quo, and the apparent failure of traditional protest tactics to reverse it, weren’t the only factors.
My contact first got involved in ecoactivism after the Covid pandemic, when a friend invited them to a local XR meeting. Impressed by the confident activists they found there, they started taking part in actions. As they spent more time in the movement, they learned about the global struggle for environmental justice, including brutal events like the Ogoni 9, where nine Nigerian activists opposing Shell’s drilling of the Niger delta were framed for murder and hanged in 1995. The UK-based oil giant was implicated in both their false charges and a long campaign of violence in the region. These corporate crimes fundamentally shifted how my contact saw XR’s activism: “What we were doing was engaging the public, but it started to feel too performative, like an illusion. We had this messaging of crisis, of lives being at risk, of needing to change right now! But we weren’t willing to really threaten the institutions most responsible.”
I put the criticism to Richard Ecclestone, an XR spokesperson and former police inspector. He is sympathetic: “I understand why they expressed those views. I’m horrified by the behaviour of companies like Shell, Barclays, Perenco (an Anglo-French oil company accused of ongoing ecocide in the DRC).” Ecclestone is also sympathetic towards their use of sabotage: “Personally, I don’t believe action against property is violent when you consider the harm being done by these companies to people and planet. A tiny amount of damage to their operations could be justified. That’s my take. Others within the movement will think different. We’re a broad church.”
But this doesn’t mean Ecclestone will be joining Shut The System anytime soon, nor that he would welcome their tactics in future XR campaigns. “Our actions need to stick to our principles and values, and one of those is that we are accountable,” he says, meaning XR activists must accept the repercussions of their actions, including arrest. “If there’s no firewall between accountable and nonaccountable actions, we expose our people to extra risk, and that will hurt marginalised groups who for one reason or another can’t take on that risk. We have to do our best to be a home for everyone in the UK who wants to express their right to protest.”
City of London insurance firms are again visited by STS overnight, July 24, 2024. Photo: Shut The System
Another factor that steered my STS contact towards unaccountable sabotage was the increasingly draconian punishments the British state was dishing out to peaceful protesters. “Just Stop Oil’s campaign of blocking roads and disrupting sports events really boosted the signal – put the words just-stop-oil in every mind in the country,” they enthuse. “But the prosecutions and prison sentences have been ridiculous. If I’m going to go down and do time, I want to cause the maximum amount of disruption in the time I have, and that means covert actions.”
Since the rise of groups like XR and JSO, the UK government has been introducing increasingly repressive anti-protest laws, at least some of which were drafted by an oil-funded lobby group targeted by STS cable-cutters. The latest legislation started being enforced by police last year. As a result, unprecedented numbers of nonviolent protesters, mostly members of JSO, have been either imprisoned for years or paralysed by bail conditions for years as they wait for the overwhelmed justice system to put them on trial. The new laws have been used for even mildly disruptive actions like slow-marching, and when activists do have their week in court, the new legislation allows judges to strip them of all legal defences and ban them from mentioning climate change to juries.
After nearly 200 prison sentences, thousands of court cases, and the government adopting their core demand to stop new oil and gas, JSO has ended its three-year campaign. Their final action, a celebratory march through central London, took place last month. Mel Carrington, a JSO spokesperson, is bullish about the group’s achievements: “We won our demand, and we made the need to end new oil and gas a national talking point.” But she also acknowledges that the group failed to mobilise enough people to continue, and that the state crackdown on protest played its part in that: “To do street level actions you need a broad base of support. Since 2022, fewer and fewer people have mobilised, even for modest actions like slow marching. That’s the trend.”
While part of JSO will remain to support its many activists still trapped in the justice system, the bulk of the organisation will now metamorphosise into something new. And while Carrington is in dialogue with groups like Shut The System, and open-minded about their tactics, she is confident that JSO’s successor organisation will not adopt them. Again, the key issue with STS is their lack of accountability, and how that undermines JSO’s understanding of nonviolence. “Nonviolence uses disruption to create moments of tension and an emotional response, and accountability is an essential part of that,” she says. “As we don’t hide our faces or identities, we show that we are willing to stand up for what we believe in and to accept the legal consequences.” By ensuring actions are public displays of human vulnerability and courageous defiance, accountability is also a major catalyst for press attention. “Disruption, arrests and imprisonment are typically what drives our media coverage” continues Carrington.
While JSO and XR are both firmly wedded to accountability, they have very different takes on the virtues of disruption. On New Year’s Eve of 2022, XR renounced public disruption as a primary tactic, and started to prioritise attendance over arrests to stem waning participation post-pandemic. This led to ‘The Big One’ a few months later, a four-day rebellion outside the British parliament that was carefully marshalled by XR to minimise risk and maximise participation. And while The Big One did draw huge crowds, media interest was threadbare, the government ignored it, and it failed to match the impact of previous rebellions. Or as Carrington puts it: “XR got 90,000 onto the streets, but no one cared because it wasn’t challenging anything.”
Ecclestone gently refutes the idea that no one cared about The Big One, noting how XR collaborated with more than 200 organisations for the event, and how much hard work went into forging that grand alliance behind the scenes. For him, media coverage is not the only way to engage more of the population, and XR has no plans right now to go back to disrupting the public. “XR has remained consistent over the years. Our principles and values haven’t changed. We’ve always tried to be inclusive and accessible, and a home for everyone in the UK.”
What has changed for Ecclestone is police strategy. “In the 1990s, when I was policing protests against live animal exports, we had no interest in arresting the activists, or punishing them for blocking the trucks. We let them express their right to protest, and let the trucks get through with a minimum of fuss,” he says. “This new legislation is a way for police to abdicate their responsibility to enable peaceful protest. If you extinguish people’s right to protest, they’ll go to Shut The System to take it out on perpetrators directly rather than trying to persuade politicians.”
Although my STS contact will not be drawn into details, the group have big plans for this year, and they will not be alone in bringing sabotage to British streets. In February, another new climate group, Sabotage Oil for Survival, kicked off their campaign by drilling into the tyres of over 100 gas-guzzling SUVs across three Land Rover dealerships. Palestine Action will also continue to share knowledge and collaborate with Shut The System, and although there is no formal union between the two organisations, my contact describes the pro-Palestinian network as their “biggest inspiration.”
As for what this sabotage-filled future might mean for the rest of the climate movement, my STS contact focuses on the positives. They cite a recent academic study showing the “radical flank effect” of JSO, where that group’s disruptive actions made the moderate campaign of Friends of the Earth more popular. With global warming already exceeding 1.5°C, the Paris Agreement now a roadmap for a bygone era, and even the sober risk analysts of the insurance industry now warning that four billions lives could be lost by 2050, the belief that only moderate means can divert us from disaster feels increasingly delusional. If the climate movement adds sabotage to its arsenal, and breaking glass ends up breaking the political impasse, such actions should be seen not as sneaky sabotage, but heroic self-defence.
Berlin Blackout Attack On Industrial Park
It was “by no means our intention” to cut power to households, says communiqué, but to “turn off the juice to the military-industrial complex”
Anarchists have taken responsibility for a major power outage in southeast Berlin early Tuesday, after two high-voltage pylons were set on fire in Johannisthal, Treptow-Köpenick.
The attack, which began around 3.30am according to police, cut electricity to some 43,000 households and 3,000 businesses. Entire areas were left without power, public transport was paralysed, traffic lights went dark, and mobile police units with loudspeaker vans were deployed to inform residents.
The state security division of the Berlin criminal police has taken over the investigation. A police spokesperson said arson was suspected and that a political motive “could not be ruled out”.
Later, a lengthy statement appeared on Indymedia in which a group of anarchists claimed the action, which they say targeted Adlershof technology park. The authors apologised to local residents for the blackout in private homes, saying this was “by no means our intention”, but described the collateral damage as “acceptable compared with the destruction of nature and the often deadly subjugation of people” caused by the targeted industries.
The communiqué singled out several companies, including Atos, Jenoptik, Siemens, and the German Aerospace Centre (DLR), accusing them of supplying militaries, enabling border surveillance and fuelling environmental destruction. “Their well-sounding slogans of innovation, sustainability and progress are nothing more than a manoeuvre on the battlefield of discourse, to cover up that they are actually building instruments that bring death and destruction”, the statement declared.
Tuesday’s fire is the most significant infrastructure sabotage in Berlin since a 2024 pylon attack cut power to Tesla’s Gigafactory in Grünheide.
In recent weeks there have also been attacks on vehicles and businesses linked to the landlord of Rigaer 94, a left-radical housing project which faces multiple court cases and eviction proceedings this month.
Vancouver-based Lithium Americas is developing a massive lithium mine in Nevada’s remote Thacker Pass, but for nearly five years several local Indigenous tribes and environmental organizations have tried to block or delay the mine in the courts and through direct action. Six land defenders, known as the “Thacker Pass 6,” are currently being sued by Lithium Nevada Corporation and have been barred by court injunction from returning to and peacefully protesting and praying at the sacred site on their ancestral homeland. TRNN Editor-in-Chief Maximillian Alvarez speaks with two members of the “Thacker Pass 6,” Will Falk and Max Wilbert, about the charges against them and the current state of the struggle over the construction of the Thacker Pass mine.
Will Falk is a Colorado-based poet, community organizer, and pro-bono attorney for regional tribes who co-founded the group Protect Thacker Pass. Max Wilbert is an Oregon-based writer, organizer, wilderness guide, and co-author of the book Bright Green Lies: How the Environmental Movement Lost Its Way and What We Can Do About It; he co-founded the group Protect Thacker Pass.
In September of 2023, TRNN teamed up with award-winning Indigenous multimedia journalist Brandi Morin, documentary filmmaker Geordie Day, and Canadian independent media outlets Ricochet Media and IndigiNews to produce a powerful documentary report on the Indigenous resisters putting their bodies and freedom on the line to stop the Thacker Pass Project. Watch the report, “Mining the Sacred: Indigenous nations fight lithium gold rush at Thacker Pass,” here.
Studio Production: Maximillian Alvarez
Audio Post-Production: Jules Taylor
Transcript
The following is a rushed transcript and may contain errors. A proofread version will be made available as soon as possible.
Maximillian Alvarez:
Welcome everyone to the Real News Network podcast. I’m Maximillian Alvarez. I’m the editor in chief here at The Real News, and it’s so great to have you all with us in Nevada’s remote. Thacker Pass. A fight for our future is playing out between local indigenous tribes and powerful state and corporate entities held bent on mining the lithium beneath their land. Vancouver based Lithium Americas is developing a massive lithium mine at Thacker Pass. But for nearly five years, several local tribes and environmental organizations have tried to block or delay the mine in the courts and through direct action. In September of 2023, the Real News Network teamed up with award-winning indigenous multimedia journalist Brandi Morin, documentary filmmaker Geordie Day and Canadian Independent Media outlets, ricochet Media and Indigenous News to produce a powerful documentary report on the indigenous resistors putting their bodies and freedom on the line to stop the Thacker Pass Project. Here’s a clip from that report,
Brandi Morin:
Rugged Serene, a vast stretch of parch desert and so-called Northern Nevada captivates the senses I’ve been trying to get down here for over a year because this beautiful landscape is about to be gutted. One valley here contains white gold, lithium, and lots of it. The new commodity the world is racing to grab to try to save itself from the ravages of climate change. Vancouver based lithium Americas is developing a massive lithium mine, which will operate for the next 41 years. The company is backed by the Biden administration, andout, its General Motors as its biggest investor, 650 million to be exact, but for more than two years, several local tribes and environmental organizations have tried to block or delay the mine in the courts and through direct action BC says the mine will desecrate the spiritual connection she has with her traditional territories. And she spoken out to protected at the mine site. Now Lithium Americas is suing her and six other land and water protectors in civil court over allegations of civil conspiracy, trespassing and tortious interference. The suit seeks to ban them from accessing the mining area and make them financially compensate the company. So I just wanted to ask you about the charges that you’re facing. What are they? And when did you find out? Oh, oh man,
Bhie-Cie Zahn-Nahtzu:
I don’t even remember. Is it civil? Something trespassing and something about disobedience? I dunno. I didn’t really, I didn’t read the papers. I just threw them in a drawer. Honestly, I don’t think we’re going to be able to stop. There’s 500 lithium mines coming. I just wanted my descent on record as an indigenous mother.
Maximillian Alvarez:
Now the last voice that you heard there was Bhie-Cie Zahn-Nahtzu, one of the six land defenders known as the Thacker past six who are being sued by Lithium Nevada Corporation and had been barred by court injunction from returning to and peacefully protesting and praying at the sacred site on their ancestral homeland. Today on the Real News podcast, we are joined by two other members of the Thacker. Past six will Falk a Colorado based poet, community organizer, and pro bono attorney for regional tribes who co-founded the group Protect Thacker Pass. And we are also joined by Max Wilbert, an organ-based writer, organizer, and wilderness guide. Max is the co-author of the book, bright Green Lies, how the Environmental Movement Lost Its Way and What We Can Do about It. And he also co-founded Protect Thacker Pass. Max will thank you both so much for joining us today on the Real News Network.
Over the next half hour, we’re going to do our best to give listeners an update on the struggle at Thacker Pass, where things stand now and what people can do to help, because this is a critical story that our audience has gotten invested in through Brandy Morin and Jordy day’s. Brilliant reporting. But before we dig into the legal battle that y’all are embroiled in with Lithium Nevada Corporation, I want to start by asking if you could introduce yourselves and just tell us a little bit more about who you are, the work that you do and the path that led you to Thacker Pass.
Will Falk:
Yeah, I’ll start. This is Will Falk like you introduced me. I’m a poet, community organizer and attorney. I think my involvement in this kind of work started in my early twenties. I had some severe mental health issues and I found that going out into the natural world and listening to the natural world was the best medicine that I could find for those mental health issues. And while experiencing that, I realized that the natural world is consistently saving my life through offering me that medicine. And of course the natural world has given me and everyone I love their lives. So at that time, feeling the gratitude from that, I decided that I would devote my life to trying to protect as much of the natural world’s life as I possibly could. That has taken me to many frontline land defense campaigns and it’s often put me in allyship with Native Americans and other indigenous peoples who are resisting the destruction of their land.
So I got involved specifically with Thacker Pass after Max explained to me what was going on there. We both have spent a lot of time in the Great Basin and it’s an ecotype and a region that we both love very much. So when we found out that they were going to put this massive lithium mine on top of a beautiful mountain pass in northern Nevada, we decided we were going to try and stop it. So we went out to Thacker Pass on the very day that the federal government issued the last major permits for the mine, and we set up a protest camp right in the middle of where they were going to blow up the land to extract lithium. And we sort of had two goals. One, we wanted to stop the mine, but two, we wanted to force a bigger conversation about whether this transition to so-called green energy was actually green and whether we can really save the natural world by destroying more of the natural world, which is what it will take to manufacture things like electric cars and electric car batteries. But my involvement in this campaign is very much based in my love for the natural world and my recognition that everyone’s wellbeing is tied up in the wellbeing of the natural world. And this new wave of extraction for so-called green energy is just going to be another wave of destruction.
Max Wilbert:
Great to be on the show, max. Thanks for having us. I’ve been following the real news for years, so it’s great to finally have a chance to speak with you. I first became aware that there was a major problem in the environmental movement around 2006, 2005 when I went to an environmental fair in Washington state where I grew up and I came across a biodiesel Hummer out in the parking lot amidst all these organizations promoting protecting salmon and protecting forests and so on. And this was in the midst of the wars in Iraq and Afghanistan in the midst of this age where the whole nation, the whole world is grappling with empire and imperialism and war for oil. And to me, the problem with a Hummer goes far beyond the oil that’s in its tank. The problem gets to the minerals that are mine to create the Hummer, the mindset behind that that says that we need these massive individual vehicles to get around the world, the mindset of militarism and consumerism sort of wedding together in this conspicuous symbol of consumption. And so I knew at that point that there was a major problem in the environmental movement. I was just a teenager at the time. And so over the years I started to explore this more and more and started to question some of the orthodoxies around green technology as a solution to the global warming crisis and the broader environmental crisis.
I believe that these are very real and serious crises. It’s kind of unavoidable unarguable if you look at the way of the evidence and even just what we see and experience with our own eyes. But green technology as a solution is something that I really think is a problem. It emerges out of this mindset of industrial products, like things that come out of factories that you buy as the solution. And to me, I’m much more interested and I tend to gravitate towards simpler ways of living, lighter ways of living in relationship to the land that have emerged over many thousands of years in all kinds of different cultures around the world where people have had good relationships with the planet and the water and the other life around them. So when I heard about Thacker Pass, I decided to go out and take a look at what was happening out there.
So I drove down, this was in the fall of 2020. I drove down there out into the middle of the outback in northern Nevada and spent a night or two camping up at Thacker Pass. And I just fell in love with the place the sun went down and the stars came out and the Milky Way shining bright across the sky and there are coyotes howling and bats flying around, and you can’t see a single light of a building or a city or anything for miles in every direction as far as the eye can see, which is a long way from the side of a mountain in Nevada where there’s no trees. There’s nothing blocking your view. And I felt like if I don’t try and fight for this place, then nobody else is going to because we’ve seen the mainstream environmental movement get very infatuated with these ideas that technology is going to solve all our environmental problems, that it’s going to lead us into some sort of utopian future. And so none of mainstream environmental groups have really challenged the rising threat of lithium mining and similar issues. That’s when I decided, you know what, we got to do something about this. I called up Will who was one of the few people who I know who I thought might be crazy enough to join me in the middle of the winter at a mile above sea level on the side of a mountain in Nevada to protest a mine. And he said, great, when do we start?
Maximillian Alvarez:
And can you just say a little more about when and how your efforts synced up with those of people living there, the members of the local tribes who’ve come together as part of this effort to stop the Thacker Pass Mining operation?
Will Falk:
Yeah. We had been up there in Thacker Pass trying to make as much noise as we could for I think six or eight weeks when some native folks from the closest reservation to the mine, the Fort McDermitt Paiute and Shoshone Reservation came up and had seen some of the stuff that we put online and wanted to learn more about what the mine would do. And when they came up, that’s when we learned that Thacker Pass is a very sacred place to local native folks. It is known as Beha in the local Paiute dialect that translates to Rotten Moon in English. And the place name has contains some of the reason why Peehee Mu’huh or Thacker Pass is so sacred. And there’s oral history that the Paiutes carry that talks about a massacre, a pre-European massacre that happened in Thacker Pass where some hunters were often in the next valley hunting and some people from a different tribe came and massacred the people there.
And when the hunters came back, they found their intestines actually strung out along the sage brush, and that created such a bad smell. And the past, if you’re looking at it from lower down in the basin floor, it looks like a crescent moon. So they named it ham. We also learned through Paiute oral history and confirmed it through documents that the Bureau of Land Management themselves possessed, that there was a massacre of at least 31 Paiute men, women and children in Thacker Pass on September 12th, 1865. This was a massacre that took place as part of what’s called the Snake War. This is a war that was fought primarily between settlers and minors, encroaching on PayU and Shoshone land in the 1860s. It’s been called the bloodiest Indian War west of the Mississippi. But I’ve always found it to be incredibly ironic that there was this massacre, the American government massacred Paiute people while they were resisting mining encroachments on their land.
And that was back in 1865. Now in 2025, the American government has issued permits to a mining company to erase the evidence of that massacre by destroying the site. There we realized that no one was making arguments on behalf of Native Americans in the litigation that had been filed against the Bureau of Land Management for permitting the mine. And so no one was telling the court about all of this sacredness and the permitting process that the Bureau of Land Management used was expedited under the Trump administration. This really isn’t a Democrat or Republic can issue because Biden took credit for that expedited process shortly after he came into office. But by expediting the process, they had not actually consulted with any regional tribes about the mine. And so many native folks in the area were just finding out about the mine months after it had been permitted by seeing stuff that we were generating from Thacker Pass. But I ended up agreeing to represent a few tribes to try and insert that perspective into the litigation to explain how sacred this place was, to explain how bad the government’s tribal consultation process was and to make sure people understood that this mine, that everybody wants to be so green is actually destroying native culture.
Max Wilbert:
So there we were on the mountain side at this point. This is June of 2021 and will begins to represent one and then two of the local native tribes, the Reno Sparks Indian Colony and the Summit Lake Paiute Tribe and is filing legal briefs from his laptop working inside his car and sleeping at night in the tent out on the mountainside, very difficult conditions to work in and doing it all pro bono, basically living on almost nothing as this is just a grassroots effort. And that’s what we went into it with the mindset. This is all during Covid. It’s very hard to get ahold of people, very hard to have public meetings or events and so on. So when we went out there, we didn’t know any of the indigenous people from the area. I had some other native friends from further east in Nevada and further south in different places and called them up and said, Hey, do you know anything about Pass and what’s going on there?
But they weren’t really local people from exactly that area. And so they said, no, sorry. So we just went out and we expected that we were going to connect with local people through the process of being out in the community and on the land. And that’s exactly what happened. We were able to build a really fruitful collaboration between the fact that Thacker Pass had the initial massacre, the Bema hub massacre, then the massacre that the US Army perpetrated the cavalry in 1865, and the fact that the place was occupied by native people for thousands and thousands and thousands of years. All kinds of campsites and archeological evidence of people’s occupation on the land there. Very significant sites, places where people hunt and gather wild foods and a place where people go to this day, well, I would say to this day, but you’re no longer allowed to go there because there’s a fence that’s been built. There’s bulldozers rolling and the land is being destroyed. So all the deer have been driven away. The pronghorn antelope, the Marmot, all the wildlife that people have relied on and had these relationships with for many generations, all the plants and herbal medicines and so on are being crushed or bulldozed out of the way as well. So it’s ultimately been a pretty heartbreaking fight as well. But it’s not unusual. It’s something that we’ve seen over and over again across what’s now the United States.
Maximillian Alvarez:
So let’s talk about the Thacker Pass six and Lithium Nevada Corporation’s lawsuit against you and four other land defenders, including some of the folks that our audience saw in Brandy Morton’s documentary. So you both Bhie-Cie Zahn-Nahtzu, Bethany Sam, Dean Barlese and Paul Cienfuegos are being charged with civil conspiracy, nuisance trespass, tortuous interference with contractual relations, tortuous interference with perspective economic advantage. So what can you tell us about the substance of these charges and about how you’re all fighting them in court?
Will Falk:
Yeah, so I think one of the first things to understand is that on, we have to go back to an actual foundational law in American extractive industries, and that’s what’s called the 1872 General Mining Law, which was a law that was passed in 1872. It was passed partially to provide cheap leases to miners as a way to pay off the Civil War debt. And what that law did was it essentially said that mining is the highest and best use of American public lands, and that’s the way it’s been interpreted since 1872. So what this means is when a corporation locates valuable minerals on American public land, and I think the United States is something like 61% public land, if a corporation finds valuable minerals on that land, the 1872 mining law gives them an automatic right to mine those minerals to destroy the land where those minerals are, to extract those minerals.
The government does not have discretion to deny permits for these kinds of mines. It doesn’t matter if the place that they’re destroying is the most sacred place in the world to native folks. So what that means is that the lawsuits that we filed that we just talked about through the tribes with the tribes, those lawsuits that we filed, they never had the capability to stop the mine definitively stop the mine. All they had the capability to do was to force the government to go back and redo some part of the permitting process like tribal consultation. In other words, there is no legal way to stop public lands mines once corporations have found valuable minerals on that land. So that meant that once the lawsuits that we had filed against the Bureau of Land Management had failed and we had exhausted ways to try and force them to go back and redo that permitting process, the only real choice that we had left to try and protect Thacker Pass and all of the sacredness there was to engage in civil disobedience. So in 2023, we went out to peacefully protest, prayerfully protest the mine, and we did in fact interfere with some of the construction. We blocked some construction equipment from coming up some roads, and we apparently Lithium Nevada decided to move its employees to work on other parts of the mine that we weren’t at. And then we were sued for those actions.
It didn’t quite meet the legal definition of what they call a slap suit, a strategic lawsuit against public participation. But it very much worked in the same way we engaged in free speech, we engaged in our first amendment rights to protest our first amendment rights to petition the government for redress. But because we delayed some of the construction equipment from accessing the site, lithium Nevada sued us and was successful at achieving what’s called a preliminary injunction against us from returning to the mine site whatsoever. And it’s really important to understand that Max and I are not native, but we were sued with four other native folks. And those native folks, they descend from people who were killed in that 1865 massacre. And this means that they can’t go back to Thacker Pass to pray for their ancestors that were killed there. They’re not allowed to go back to their own homelands to mourn what has happened to Thacker Pass, but also when you’re sued like this in civil court, mainly what they call damages, if we lose the case, what we could owe is hundreds of thousands of dollars depending on what a judge might order.
So Lithium Nevada was accusing us of things like that tortious interference stuff that you just listed out that’s a lot about, we were depriving them of fulfilling contracts with their contractors to come in and do the construction. We were forcing them to cause to spend money. These are the allegations to spend money that they wouldn’t have had to spend if we didn’t do that. So they’re asking a judge to get that money from us. But I think it, it’s really important to understand that there really is no legal recourse for fighting public lands mines. And it’s really insane where if you give mining corporations an automatic right to mine public lands and destroy sacred native land, and then the legal system also gives a corporation the power to file lawsuits against us that could cost us hundreds of thousands of dollars. You’re really talking about very thoroughly quieting any descent to these kinds of projects.
Max Wilbert:
Yep. It’s a little bit of double jeopardy. And we’ve talked about this all along. We were on a phone call with BC this morning who was in the video that Brandy did, and there’s a continuum between what happened in 1865 and what’s happening today, what was happening between 1864 and 1868 was a war that the US government waged on indigenous people of Thacker Pass and the surrounding Great Basin region in order to secure access to the resources of that region for settler, colonialists and corporate interests. And that process is continuing today. Now, when people in 1865 when people tried to protect Thacker Pass from soldiers, they were massacred on mass. And today when indigenous people, descendants of those people who are massacred try to protect Thacker Pass, they’re, they’re either arrested, they’re fined, they’re barred by courts from going back to the land. And this is inherently a violent process because if those orders are ignored, then what happens is men with guns will show up and either take these people to jail or possess their assets and so on.
So this is an extended process of land seizure enclosure of what was formerly common land among those indigenous communities. It’s a process of the commodification of these landscapes. And now with the Trump administration will mention that this has been a bipartisan push that Trump in his first term streamlined the permitting for the Thacker Pass mine. So he pushed it through very quickly. Biden then claimed credit for it and decided to loan over 2 billion to the mining company and supported in all kinds of ways, including defending the project in court. And then Trump is now continuing that process. We’re seeing the removal of things like public comment periods being struck down, the environmental review process for future mining projects, which was already a very inadequate anti-democratic process that amounted to tell us what you think about this project and then we’re going to do whatever the hell we want.
Anyway, even that sort of truncated toxic mimic of a real democratic consensual process of community engagement is being completely undercut. And that’s what we’re facing in the future. Backer passes, passes being built right now. There’s literally thousands of mining claims for lithium across the state of Nevada and many more across the whole country. And we’re seeing a big expansion in rare earth mining, copper mining, iron ore mining, all kinds of different mining as well as the boom in fossil fuel extraction that we’re seeing. So it’s kind of an all fronts assault on the planet right now, and people who get in the way, endangered species who get in the way, the plan is just sweep them aside using whatever means are necessary.
Maximillian Alvarez:
Well, and that really leads into the somber next question I had for you both and it really building off what you just said, max, this is absolutely a bipartisan effort, not just in terms of ramping up domestic mining, oil extraction use of public lands, bulldozing like the very concept of indigenous sovereignty, which is as American as apple pie, I suppose. But on top of that, we also have the closing in of the state on efforts to oppose this and closing in on and repressing the methods of resistance from Jessica Reznicek to y’all in Thacker Pass to students protesting US backed genocide in Palestine. These are being categorized as domestic terrorism. So I wanted to ask, in this sort of hellish climate, what is the status of the fight over Thacker Pass and the fight for sovereignty on indigenous lands and the environmental justice effort to halt the worst effects of the climate crisis? What does that all look like today under the shadow of a second Trump administration?
Will Falk:
Things are pretty desperate right now. I think that as you were just saying, the Trump administration especially, but I think from here on out, I think each administration is going to figure out how to silence dissent, especially around anyone who is trying to interfere with the government or corporate access to the raw materials of industry like lithium, like copper, like iron ore, like aluminum. All these things that have to be ripped from the earth to create so many things, especially the weapons and war technologies that the United States uses. That’s a connection that I think really needs to be made. If the United States is going to continue sending weapons to Israel to conduct genocide and Palestine, there’s going to be a lot of public lands resources that are used to construct those weapons. If the United States does something like ramps up for war with Iran, it’s going to be a lot of public lands that are destroyed to create the weapons that are needed to fight that war.
And so I think that as American consumption continues to grow, as resources become harder and harder to come by and consumption intensifies, every administration is going to work to silence any interference with access to those kinds of things, that is absolutely not a reason to give up. It is a reason though for us to start to talk about our tactics and whether things like lawsuits and whether politely asking our senators to change their minds about things, whether this is really going to protect what’s left of the natural world. And while it is incredibly, incredibly hard work, we have to fight, there’s really no moral, there’s no other thing to do that allows us to keep our good conscience without fighting. And the truth is, if we fight, we might lose. We probably will lose. But if we don’t fight, we have no chance of winning, and we must fight to slow as much of this destruction as we possibly can.
Max Wilbert:
Yeah, well said, will. There’s a direct relationship between the destruction of the planet and the genocide and war that we’re seeing around the world. The links that I made earlier between the Hummer, for example, the military industrial complex, mass consumerism and resource extraction, and how that plays into imperialism and the exploitation of people all around the world, whether we’re talking about in the Congo or we’re talking about here in the United States, in these sort of rural hinterland, places like Thacker Pass where people get screwed over in a completely different way, but with similarities to what we see in Serbia, in Tibet, in all of these, in Mongolia, in all of these resource extraction districts around the world. And I think that we really need to break our allegiance to industrial capitalism to this way of living, this type of economy that we’re so used to right now, it’s really difficult because my food is in the fridge right over here. I’m reliant on the system. So many of us are. But the truth is that system is killing the planet and it’s killing all of us in the end. So I think the story of Thacker Pass for us is really about a transformation away from an industrial economy that is destroying everything to something that is much simpler and more sustainable.
It is been on my mind lately that during the fight against apartheid in South Africa, that fight was being conducted through legal means with community organizing and rallies and so on. And at a certain point, the apartheid state outlawed those forms of legal above ground organizing and the movement was forced for its very survival to go underground, to become clandestine and illegal. We’re not quite there yet, but we certainly seem to be headed there rapidly in this country where even what has previously been sort of well accepted means of protest and public dissent are being criminalized. And ultimately, I don’t know where that will take us, but I think too of the old JFK quote, which wasn’t about any situation like this, but he said, those who make peaceful revolution impossible make violent revolution inevitable. And there is a sense in which this sort of authoritarianism that we’re seeing, it leads only in one inevitable direction, which is that people will continue to fight back and resist. And we need to try and do that effectively because it’s not just principles or ideology or ideas that are at stake. It’s people’s lives. It’s our grandchildren’s future, our children’s future. It’s clean water, it’s access to the basic necessities of life, basic human dignity. All this is at stake right now and it’s imperative that we do something about it.
Maximillian Alvarez:
And we here at The Real News will continue to cover that fight. And in that vein, max will, I know I got to let you guys go in a moment here, but with the remaining minutes that we have together, I just wanted to round out by asking how you and the other defendants are doing faring through all of this and what your message is to listeners out there about what they can do to help.
Will Falk:
Thank you for asking that about how we’re doing. Yeah, it’s been really scary dealing with the lawsuit and having the threat of hundreds of thousands of dollars of fines issued against us. And that’s a really scary thing, and that’s a heavy thing. It’s also, I think any sort of effective resistance is going to require us to make sacrifices, to put ourselves, our individual wellbeing at risk. And we absolutely have to do that in smart ways. But I think that it’s really important that people understand that we’re not going to save the planet without taking on big risks to ourselves and to our own wellbeing. And we can’t do this in a completely safe manner. And it’s not that we are the ones creating the unsafe conditions, but if we get effective, those in power are going to respond harshly. They’re going to respond violently. And I think this is kind of a deep, deep way to think about your question.
What can people do to help? I think one thing people can do to help is start to get clear in their own minds that no one’s coming to save us. No one’s coming to swoop in and stop the destruction of the planet. Just stop the destruction of communities. And we’re going to have to learn how protect ourselves and to create the change that we know is so massively needed. And I think that if we can really start to develop a culture, a larger group of people that understand this and don’t quit when the inevitable repression and retaliation from the government and corporations come, then we’ll have a bigger community of people that can keep doing this kind of work and the sort of loneliness that often comes with activism and social justice work. If there’s more of us who understand what that’s like, what it actually feels like to put yourself in those kinds of positions, then we’re going to be much more resilient as a resistance community. We’re going to be much stronger together. And so, yeah, my biggest thing, what can people do? Consider thinking about the fact that we are the ones that have to stand up for ourselves. Get your mind right, get your soul right to understand that it’s not going to be an easy path. We don’t get to do it and stay completely safe, but it’s absolutely something that we must do. And the more of us that can see things like that, the more we can all support each other and the more effective we can ultimately be.
Max Wilbert:
I can’t say it any better than that. Courage. If folks want to learn more about what’s happening at Thacker Pass, follow our legal case, donate to our legal support fund. You can find all that information@protectthackerpass.org. And we’re gearing up there too for the next mine, the next project. And as this legal case hopefully comes to a conclusion one way or another in coming months and years, we’ve got more work to do. And so we’re just going to be pivoting straight to that.
Maximillian Alvarez:
I want to thank our guests Will Falk and Max Wilbert, co-founders of the group Protect Thacker Pass, and two members of the group of Land Defenders known as the Thacker Pass, six who are being sued by Lithium Nevada Corporation for protesting the Thacker Pass Lithium Mine. We’ve included reference links in the show notes for this episode so you can learn more about the Thacker Pass six and the ongoing struggle there in Nevada. And before you go, I want to remind y’all that the Real News Network is an independent viewer and listener supported grassroots media network. We don’t take corporate cash, we don’t have ads, and we never ever put our reporting behind paywalls, but we cannot continue to do this work without your support. So if you want more vital storytelling and reporting like this from the front lines of struggle, we need you to become a supporter of The Real News. Now. We’re in the middle of our spring fundraiser right now, and with these wildly uncertain times politically and economically, we are falling short of our goal and we need your help. Please go to the real news.com/donate and become a supporter today. If you want to hear more conversations and get more on the ground coverage just like this for our whole crew at the Real News Network, this is Maximillian Alvarez signing off. Take care of yourselves. Take care of each other, solidarity forever.
In 1915, General Electric released a silent promotional film titled The Home Electricaloffering a glimpse into a gleaming, frictionless future. The film walks viewers through a model electric home: lights flicked on at the wall, meals cooked without fire, laundry cleaned without soap and muscle. A young wife smiles as she moves effortlessly through her day, assisted by gadgets that promised to eliminate drudgery and dirt. This was not a documentary—it was a vision, a fantasy, a sales pitch. At the time, only a small fraction of American households had electricity at all, and nearly 90% of rural families still relied on oil lamps, wood stoves, hand pumps, and washboards. But the message was clear: to be modern was to be electric—and anything less was a kind of failure.
At the dawn of the 20th century, electricity was still a symbol of wealth, not a tool of survival. Most urban households that had it used it only for lighting; refrigeration, electric stoves, or washing machines were luxuries among luxuries. In rural America, most farms and small towns remained off-grid through the 1920s. The electric grid simply didn’t go there. Private utilities, driven by profit, had no interest in building costly infrastructure where it wouldn’t quickly pay off.
And yet, propaganda told a different story. In magazines, World’s Fairs, and promotional pamphlets, electricity was shown as the cornerstone of health, cleanliness, efficiency, and modern womanhood. Electric appliances promised to save time, reduce labor, and lift families—especially women—into the new century. But this future was just out of reach for most people. A growing divide opened up: between those who lived by the rhythms of sun and fire, and those whose lives were quietly reshaped by the flick of a switch.
To live without electricity meant pumping water by hand, chopping and hauling wood for heat and cooking, cleaning clothes with a washboard, and preserving food with salt, smoke, or ice if you had it. It meant darkness after sundown unless you had oil or candles. These were difficult, time-consuming tasks—but also deeply embedded in older, place-based ways of life. People were less dependent on centralized systems. They mended clothes instead of buying new ones, and their food came from the land, not refrigerated trucks.
Yet the narrative of “progress” didn’t tolerate this complexity. By the 1920s and ‘30s, utilities and appliance manufacturers framed non-electric life as backward, dirty, and even unpatriotic. Their message: to be modern was to be electric.
This vision of electrified modernity wasn’t just implicit; it was relentlessly promoted through the dazzling spectacles of world’s fairs and the persuasive language of print advertising. Electricity was framed not only as a technological advance but as a moral and social imperative—a step toward cleanliness, order, and even national progress. At places like the 1904 St. Louis World’s Fair, entire palaces were built to glorify electricity, their glowing facades and futuristic interiors turning utility into fantasy. Meanwhile, companies like Western Electric and General Electric saturated early 20th-century magazines with ads that equated electric appliances with a better life—especially for women. These messages didn’t merely advertise products; they manufactured desire, anxiety, and aspiration. To remain in the dark was no longer quaint—it was backward.
At the 1904 St. Louis World’s Fair, the Palace of Electricity was more than an exhibit—it was theater. Illuminated by thousands of electric bulbs, the building itself was proof of concept: a monument to the power and promise of electrification. Inside, visitors encountered displays of the latest electric appliances and power systems, all framed as marvels of human ingenuity. Nearby, the Edison Storage Battery Company showcased innovations in energy storage, while massive dynamos hummed behind glass. The fair suggested not just that electricity was useful, but that it was destiny.
Louisiana purchase exposition, St. Louis, 1904. The Library of Congress, via Wikimedia Commons.
This theatrical framing of electricity as progress carried into everyday life through print advertisements. A 1910 issue of Popular Electricity magazine illustrated a physician using electric light in surgery, suggesting that even health depended on electrification. In a 1920 ad for the Hughes Electric Range, a beaming housewife is pictured relaxing while dinner “cooks itself,” thanks to the miracle of electricity. Likewise, a Western Electric ad from the same year explained how to build an “electrical housekeeping” system—one that offered freedom from drudgery, but only if the right appliances were purchased.
These messages targeted emotions as much as reason. They played on fears of being left behind, of being an inadequate housewife, of missing out on modernity. Electricity was no longer merely about illumination—it became a symbol of transformation. The more it was portrayed as essential to health, domestic happiness, and national strength, the more it took on the aura of inevitability. A home without electricity was not simply unequipped; it was a failure to progress. Through ads, exhibits, and films, electricity was sold not just as a convenience, but as a moral good.
And so the groundwork was laid—not only for mass electrification, but for the idea that to live well, one must live electrically.
Before the Toaster: Industry was the First Beneficiary of Electrification
While early 20th-century advertisements showed electricity as a miracle for housewives, the truth is that industry was the first and most powerful customer of the electric age. Long before homes had refrigerators or lightbulbs, factories were wiring up to electric motors, electric lighting, and eventually, entire assembly lines driven by centralized power. Electricity made manufacturing more flexible, more scalable, and less tied to water or steam—especially important in urban areas where land was tight and labor plentiful.
By the 1890s, industries like textiles, metalworking, paper mills, and mining were early adopters of electricity, replacing steam engines with electric motors that could power individual machines more efficiently. Instead of a single massive steam engine turning shafts and belts throughout a factory, electric motors allowed decentralized control and faster adaptation to different tasks. Electric lighting also extended working hours and improved productivity, particularly in winter months.
Electrification offered not just operational efficiency but competitive advantage—and companies knew it. By the 1910s and 1920s, large industrial users began lobbying both utilities and governments for better access to power, lower rates, and more reliable service. Their political and economic influence helped shape early utility regulation and infrastructure investment. Many state utility commissions were lobbied heavily by industrial users, who often negotiated bulk discounts and prioritized service reliability over residential expansion.
This dynamic led to a kind of two-tiered system: electrification for factories was seen as economically essential, while electrification for homes was framed as aspirational—or even optional. In rural areas especially, private utilities refused to extend lines unless they could first serve a profitable industrial customer nearby, like a lumber mill or mine.
Meanwhile, companies that produced electrical equipment—like General Electric, Westinghouse, and Allis-Chalmers—stood to gain enormously. They pushed for industrial electrification through trade shows, engineering conferences, and direct lobbying. Publications like Electrical World and Power magazine ran glowing stories about new industrial applications, highlighting speed, productivity, and cost savings. GE and Westinghouse didn’t just sell light bulbs and home gadgets—they also built turbines, dynamos, and entire systems for industrial-scale customers.
And industry didn’t just demand electricity—industry helped finance it. Many early power plants, particularly in the Midwest and Northeast, were built explicitly to serve one or more large factories, and only later expanded to provide residential service. These plants often operated on a model of “load factor optimization”: power usage by factories during the day and homes at night ensured a steady demand curve, which maximized profits.
By the 1920s, the logic was clear: industry came first, homes came second—but both served the larger vision of an electrified economy. And this industrial-first expansion became one of the justifications for public electrification programs in the 1930s. If electricity had become so essential to national productivity, how could it remain out of reach for most rural Americans?
Niagara Falls Power Plant: Built for Industry
In 1895, the Niagara Falls Power Company, led by industrialist Edward Dean Adams and with technological help from Westinghouse Electric and Nikola Tesla, completed the Adams Power Plant Transformer House—one of the first large-scale hydroelectric plants in the world.
Eight of the ten 1,875 kW transformers at the Adams Power Plant Transformer House, 1904, public domain
This plant didn’t exist to power homes. Its primary purpose was to serve nearby industries: electrochemical, electrometallurgical, and manufacturing firms that required vast amounts of energy. The ability to harness hydropower made Niagara Falls a magnet for energy-intensive factories.
Founded in 1891, Carborundum relocated to Niagara Falls in 1895 to take advantage of the abundant hydroelectric power. They manufactured silicon carbide abrasives, known as “carborundum,” using electric furnaces that operated at high heat. The company was the second to contract with the Niagara Falls Power Company, underscoring the plant’s role in attracting energy-intensive industries.
The promise of abundant cheap power made Niagara Falls the world capital of electro-chemical and electro-metallurgical industries, which included such companies as the Aluminum Company of America (ALCOA), Carborundum (which developed the world’s hardest abrasive as well as graphite), Union Carbide, American Cyanamid, Auto-Lite Battery, and Occidental Petroleum. These were enterprises that depended upon abundant cheap power. At its industrial peak, in 1929, Niagara Falls was the leading manufacturer in the world of products using abrasives, carbon, chlorine, and ferro-alloys.
In the late 19th and early 20th centuries, Niagara Falls became a hub for industrial activity, primarily due to its abundant hydroelectric power. The establishment of the Niagara Falls Power Company in 1895 marked the beginning of large-scale electricity generation in the area. This readily available power attracted energy-intensive industries, including aluminum production, electrochemical manufacturing, and abrasives. Companies like the Pittsburgh Reduction Company (later Alcoa) and the Carborundum Company set up operations to capitalize on the cheap and plentiful electricity.
Even food companies jumped on the opportunity for abundant electricity. The founder of the Shredded Wheat Company (maker of both Shredded Wheat and Triscuit), Henry Perky, built a large factory directly at Niagara Falls, choosing the site precisely because of its access to cheap, abundant hydroelectric power. When the Triscuit cracker was first produced in 1903, the factory was powered entirely by electricity—a key marketing point. Early ads bragged that Triscuits were “Baked by Electricity,” which was a novel and futuristic idea at the time.
However, this rapid industrial growth came at a significant environmental cost. The freedom afforded to early industry in Niagara Falls meant that area waterways became dumps for chemicals and other toxic substances. By the 1920s, Niagara Falls was home to a dynamic and thriving chemical sector that produced vast amounts of industrial-grade chemicals via hydroelectric power. This included the production of chlorines, degreasers, explosives, pesticides, plastics, and myriad other chemical agents.
The success at Niagara set a precedent: electricity could fuel industrial expansion, and factories began lobbying for access to centralized electric power. States and cities recognized that electrification attracted investment, jobs, and tax revenue. This created political pressure to expand grids and build new generation capacity—not to homes first, but to industrial parks and cities with manufacturing bases.
The environmental impact was profound. In 1986, Canadian researchers discoveredthat the mist from the falls contained cancer-causing chemicals, leading both the U.S. and Canada to promise cleanup efforts. Moreover, the Love Canal neighborhood in Niagara Falls became infamous for being the site of one of the worst environmental disasters involving chemical wastes in U.S. history. The area was used as a dumping ground for nearly 22,000 tons of chemical waste, leading to severe health issues for residents and eventual evacuation of the area.
This historical example underscores the complex legacy of electrification—while it spurred industrial advancement and economic growth, it also led to environmental degradation and public health crises.
The Salesman of the Grid: Samuel Insull and the Corporate Vision of a Public Good
Even as electricity was still being marketed as a lifestyle upgrade—offering clean kitchens, lighted parlors, and “freedom from drudgery”—Samuel Insull was reshaping the electrical industry behind the scenes in ways that would bring electricity to both homes and factories on an unprecedented scale. A former secretary to Thomas Edison, Insull became the president of Chicago Edison (later Commonwealth Edison) and transformed the electric utility into a regional power empire. He championed centralized generation, long-distance transmission, and, most importantly, load diversity: the idea that combining industrial and residential customers would create a steadier, more profitable demand curve.
Industry, after all, consumed massive amounts of electricity during the day, while households peaked in the evenings. By blending these demands, utilities could justify larger power plants that ran closer to capacity around the clock—making electricity cheaper to produce per unit and more profitable to sell.
Insull’s holding companies and financial structures helped finance this expansion, often using consumer payments to support new infrastructure. This helped expand the grid outward—to serve not just wealthy homes and big factories, but small towns and middle-class neighborhoods. Electrification became a virtuous cycle: the more customers (especially industrial ones) you had, the more power you could afford to generate, which brought in more customers. The industrial appetite for power and the domestic aspiration for comfort were two sides of the same system.
By the early 20th century, Insull had consolidated dozens of smaller electric companies into massive holding corporations, effectively inventing the modern utility monopoly. His genius wasn’t technical but financial: he pioneered the use of long-term bonds and ratepayer-backed financing to build expansive infrastructure, including coal-fired power plants and transmission lines that could serve entire cities and suburbs.
Insull also understood that to secure profits, electricity had to become not a luxury, but a public necessity. He lobbied for—and helped shape—state-level utility commissions that regulated rates but guaranteed companies a return on investment. He promoted a pricing model in which larger customers subsidized smaller residential ones, making electricity seem affordable while expanding the customer base. In speeches and newspaper campaigns, Insull insisted that electricity was a public service best delivered by private enterprise—so long as that enterprise was shielded from competition and supported by the state.
But Insull’s vision had limits. His business model was urban, corporate, and capital-intensive. It thrived in cities where growth and profits were assured—but left rural America behind. Even by the late 1920s, nearly 90% of rural households still had no electricity, and private utilities had little interest in changing that. When Insull’s financial empire collapsed during the Great Depression—leaving thousands of investors penniless—it triggered a wave of backlash and set the stage for Roosevelt’s 1930s public electrification programs.
The failure of Insull’s empire didn’t just expose the risks of private monopolies; it also reframed electricity as too essential to be left entirely in corporate hands. If the promise of electrification was to reach beyond city limits, it would take more than advertising. It would take state power.
Electricity as a Public “Good”
Franklin D. Roosevelt’s New Deal ushered in that power—both literally and figuratively. Federal programs like the Tennessee Valley Authority (TVA), the Rural Electrification Administration (REA), and the Works Progress Administration (WPA) tackled electrification as a national mission. The TVA aimed to transform one of the poorest regions in the country through public power and flood control. The REA extended loans to rural cooperatives to build distribution lines where private utilities refused to go. The WPA, though more broadly focused on employment and infrastructure, supported the building of roads, dams, and even electric grids that tied into the new public utilities.
But these were not just engineering projects—they were nation-building efforts, wrapped in the language and imagery of progress. Government-sponsored films, posters, and exhibits cast electrification as a patriotic duty and a moral good. In The TVA at Work (1935), a TVA propaganda film, darkness and floods give way to light as electricity reaches the rural South, promising flood control, education, health, and hope.
Posters issued by the REA featured glowing farmhouses surrounded by darkness, their light a beacon of the federal government’s benevolence. Electrification was no longer a luxury product to be sold—it was a public right to be delivered. And propaganda helped recast the electric switch as not just a convenience, but a symbol of democratic progress.
In the early decades of the 20th century, the business of providing electricity was largely in private hands, dominated by powerful industrialists who operated in a fragmented and often exploitative landscape. Rates varied wildly, service was inconsistent, and rural areas were left behind entirely. Out of this chaos emerged a slow, contested movement to treat electricity not as a luxury good for profit but as a regulated public utility—something closer to a right.
Roosevelt’s electrification programs—especially the TVA and the REA—aimed to provide public benefits rather than private profit. But in reality, most rural Americans didn’t vote on where dams and coal-fired power plants would go, how the landscape would be transformed, or who would manage the power. The decision-making remained highly centralized, and the voice of the people was filtered through federal agencies, engineers, and bureaucrats. If this was democracy, it was a technocratic form—focused on distributing benefits, not sharing power.
Still, for many rural communities, the arrival of electricity felt like democratic inclusion: a recognition by the federal government that their lives mattered too. New Deal propaganda leaned into this feeling. Posters, pamphlets, and films portrayed electrification as a patriotic triumph—uniting the country, modernizing the nation, and bringing light to all Americans, not just the urban elite.
FDR fiercely criticized utility companies for their opposition to these efforts. In one speech, he called out their “selfish purposes,” accusing them of spreading propaganda and corrupting public education to protect their profits. His administration’s Public Utility Holding Company Act of 1935 was designed to break up massive utility holding companies, increase transparency, and limit the abusive practices that had flourished under Insull’s system.
By the end of the 1930s, electricity had changed in the eyes of the law and the public. It was no longer a commodity like soap or phonographs. It was essential—a regulated utility, under public scrutiny, increasingly expected to reach all people regardless of profit margins.
How Rural Communities Organized for Electricity
Reaching everyone required more than federal mandates; it required rural people—many of whom had never flipped a light switch—to believe electricity was not just possible, but necessary. New Deal propaganda didn’t just promote electrification; it made it feel like a patriotic obligation. In posters, films, and traveling exhibits, electricity was depicted as a force of national renewal, radiating from power plants and wires like sunlight over a darkened land. Farmers who had once relied on kerosene lanterns saw glowing visions of electric barns, modern kitchens, and clean, running water. The message was clear: this wasn’t charity—it was justice.
The REA offered low-interest loans to communities willing to organize themselves into cooperatives. But before wires could be strung, people had to organize—drawing maps, knocking on doors, pooling resources. That kind of coordination didn’t happen spontaneously. It was sparked, in large part, by persuasive media.
REA films like Power and the Land (1940) dramatized the transformation of farm life through electricity. Traveling REA agents brought these short films and illustrated pamphlets to town halls, church basements, and grange meetings, showing everyday people that their neighbors were already forming co-ops—and thriving. REA’s Rural Electrification News magazine featured testimonials from farm wives, who praised electric irons, cream separators, and the ability to read after sunset. Electrification wasn’t just about comfort; it was about dignity and opportunity.
A TVA poster from the period shows power lines bringing power for farm fields, homes, and factories. The subtext was unmistakable: electricity was the pulse of a modern democracy. You didn’t wait for it. You organized for it.
And people did. Between 1935 and 1940, rural electrification—driven by this blend of policy and persuasion—expanded rapidly. By 1940, more than 1.5 million rural homes had electricity, up from barely 300,000 just five years earlier. The wires came not just because the government built them, but because people demanded them, formed cooperatives, and rewired their lives around a new kind of infrastructure—one they now believed they deserved.
When FDR created the REA in 1935, fewer than 10% of rural homes had electricity. By 1953, just under two decades after the REA’s launch, over 90% of U.S. farms had electric service, much of it delivered through cooperatives that had become symbols of rural self-determination.
The Federal Power Act
In 1935, the same year Roosevelt signed executive orders establishing the Rural Electrification Administration, Congress passed the Federal Power Act—an often-overlooked but foundational shift in how electricity was governed in the United States. At the time, only about 60% of American homes had electricity, and the vast majority of rural households remained off the grid. Industry was rapidly becoming reliant on continuous, 24/7 electric power to run increasingly complex machinery and production lines, making reliable electricity essential not just for homes but for the nation’s economic engine.
The Act expanded the jurisdiction of the Federal Power Commission, granting it authority to regulate interstate transmission and wholesale sales of electricity. This marked a decisive move away from the era of laissez-faire monopolies toward public oversight. Industry players, eager for dependable and affordable power to sustain growth and competition, played a subtle but important role in pushing for federal regulation that would stabilize the market and ensure widespread, reliable access. The Act framed electricity not as a luxury commodity but as a vital service that required accountability and coordination. In tandem with the New Deal electrification programs, it laid the legal groundwork for treating electricity as a public good—setting the stage for how electricity would be mobilized, mythologized, and mass-produced during wartime.
Electricity as Patriotic Duty
By the end of the 1930s, electricity had changed in the eyes of the law and the public. It was no longer a commodity like soap or phonographs. It was essential—a regulated utility, under public scrutiny, increasingly expected to reach all people regardless of profit margins.
But as the nation edged closer to war, the story of electricity changed again. The gleaming kitchens and “eighth wonder of the world” dams of New Deal posters gave way to a new message: power meant patriotism. Electricity was no longer just a household convenience or symbol of rural uplift—it was fuel for victory.
Even before the U.S. formally entered World War II, government and industry launched campaigns urging Americans to think of their energy use as a form of service. Factories were electrified at full tilt to produce planes, tanks, and munitions. Wartime posters and advertisements called on citizens to “Do Your Part”—to conserve power at home so it could be redirected to the front. Lights left on unnecessarily weren’t just wasteful; they were unpatriotic.
One striking 1942 poster from the U.S. Office of War Information featured a light switch with the message: “Switch off that light! Less light—more planes.” Another encouraged energy conservation by asking people to switch lights off promptly because “coal is vital to victory” (at this time 56% total electricity on U.S. grids was generated by coal).
For women, especially, electricity was again positioned as a moral responsibility. Earlier ads had promised electric gadgets to free housewives from drudgery; now, propaganda reminded them that their efficient use of electric appliances was part of the national war strategy. The same infrastructure built by New Deal programs now helped turn the rural power grid into an engine of military supply.
Electricity had become inseparable from national identity and survival. To use it wisely was to serve the country. To waste it was to betray the war effort. This was no longer a story of gadgets and progress—it was a story of sacrifice, duty, and unity under the banner of light.
Nowhere was this message clearer than in the materials produced by the Bonneville Power Administration (BPA), which managed the massive hydroelectric output of the Columbia River dams in the Pacific Northwest. In the early 1940s, the BPA commissioned a series of posters to dramatize the link between public power and wartime production. One of the most iconic, “Bonneville Fights Time,” shows a welder in a protective mask, sparks flying, framed by dynamic lines of electricity and stylized clock hands. The message: electric power enabled faster, more precise welding—crucial for shipbuilding, aircraft, and munitions production.
The poster’s bold composition connected modernist design with national urgency. Bonneville’s electricity wasn’t just flowing to light bulbs—it was flowing to the war factories of the Pacific coast, to the shipyards of Portland and Seattle, and to the aluminum plants that turned hydroelectric power into lightweight warplanes. These images promoted more than technical efficiency; they sold a vision of democratized power mobilized for total war.
Through such propaganda, the promise of public power was reimagined—not just as a civic good, but as a weapon that could help win World War II.
Electrifying the American Dream
When the war ended, the messaging around electricity shifted again—from sacrifice to surplus. Wartime rationing gave way to a marketing explosion, and the same electrified infrastructure that had powered victory was now poised to power prosperity. With factories retooled for peace-time commerce, and veterans returning with GI Bill benefits and dreams of suburban life, the home became the new front line of American identity—and electric gadgets were its weaponry.
The postwar boom fused electricity with consumption, convenience, and class mobility. Advertisements no longer asked families to conserve power for the troops; they encouraged them to buy electric dishwashers, toasters, vacuum cleaners, televisions. Owning a full suite of appliances became a marker of success, a tangible reward for patriotism and patience. Electricity was no longer just a utility—it was the lifeblood of modern living, sold with the same glamour and intensity once reserved for luxury cars or perfumes.
Utilities and manufacturers teamed up to keep the vision alive. The Live Better Electrically campaign, launched in 1956 and endorsed by celebrities like Ronald Reagan, urged Americans to “go all-electric”—not just for lighting and appliances, but for heating, cooking, and even air conditioning. The campaign painted a glowing picture of total electrification, backed by images of smiling housewives, sparkling kitchens, and obedient gadgets. In one ad, a mother proudly paints a heart on her electric range as her children and husband laugh and smile. The future, once uncertain, had been domesticated.
Nowhere was the all-electric ideal more vividly branded than in the Gold Medallion Home, a product of The Live Better Electrically campaign. These homes were awarded a literal gold medallion by utilities if they met a full checklist: electric heat, electric water heater, electric kitchen appliances, and sufficient wiring to support a future of plugged-in living. Promoted through glossy ads and celebrity endorsements, the Medallion Home symbolized upward mobility, domestic modernity, and patriotic participation in a high-energy future. It was a propaganda campaign that blurred the line between consumer aspiration and infrastructure planning. Today’s “electrify everything” efforts—encouraging heat pumps, EVs, induction stoves, and smart panels—echo this strategy. Once again, homes are being refashioned as sites of technological virtue and national progress, marketed through a familiar mix of lifestyle promise and utility coordination. The medallion has changed shape, but the message remains: the future lives here.
This was propaganda of abundance. And behind it was an unspoken truth: electrification had won. What had once been sold as fantasy—glimpsed in world’s fair palaces or GE films—was now embedded in daily life. The flick of a switch no longer symbolized hope. It had become habit.
Ruralite
Ruralite magazine serves as the flagship publication of Pioneer Utility Resources, a not-for-profit communications cooperative to serve the rural electric cooperatives (or co-ops) across the western United States. It was—and remains—a shared publication platform for dozens of small, locally owned utility co-ops that formed in the wake of the REA.
Each electric co-op—often based in small towns or rural counties—can customize part of the magazine with local news, board updates, outage reports, and community features. But the bulk of the magazine is centrally produced, offering ready-made content: stories about electric living, energy efficiency, co-op values, new technologies, and the benefits of belonging to a cooperative utility system.
In this sense, Ruralite functions as a kind of regional PR organ: a hybrid of lifestyle magazine, customer newsletter, and soft-sell propaganda tool. It is funded by and distributed through electric co-ops themselves, landing monthly in the homes of hundreds of thousands of rural residents.
Though it debuted in 1954—well after the apex of New Deal electrification programs—Ruralite can be seen as a direct descendant of that era’s propaganda infrastructure, repackaged for peacetime and consumer prosperity. The TVA had its posters, the REA had its pamphlets, and Ruralite had glossy photo spreads of farm wives with gleaming electric ranges.
Where New Deal propaganda had rallied Americans to support rural electrification as a national project of fairness and modernity, Ruralite shifted the tone toward comfort, aspiration, and consumer loyalty. It picked up the baton of electrification as cultural transformation, reinforcing the idea that electric living wasn’t just a right—it was the new rural ideal.
Clipped from “For the Curious Ruralite,” tips to encourage electricity use from the December 1954 edition of Ruralite Magazine
Ruralite framed rural electrification not as catching up to the cities, but as leading the way in a new era—one where rural values, ingenuity, and resourcefulness would power the country forward. In this way, co-ops and their members became symbols of progress, not just beneficiaries of it.
This was propaganda not by posters or patriotic slogans, but through community storytelling. Ruralite grounded its messaging in local personalities, recipes, and relatable anecdotes, while embedding calls to adopt more appliances, update homes, and trust in the local co-op as a benevolent, forward-looking institution.
The first Ruralite recipe, for which you need an electric refrigerator, published in Ruralite Magazine, June 1954. Clipped from this June 1, 2024 article.
Today, Ruralite remains rooted in local storytelling, but its tone aligns more with contemporary consumer lifestyle media. Sustainability, renewables, and energy efficiency now appear alongside nostalgic rural features and recipes. Yet despite the modern packaging, the core narrative remains consistent: electricity is integral to the good life. That through-line—from a beacon of modernization to a pillar of local identity—demonstrates how the publication has adapted without abandoning its propagandistic roots.
In the current energy landscape, Ruralite plays a quiet but significant role in advancing the “electrify everything” agenda—the 21st-century push to decarbonize buildings, transportation, and infrastructure by transitioning away from fossil fuels to electric systems.
While Ruralite doesn’t use overtly political language, it steadily normalizes new electric technologies like heat pumps, EVs, induction stoves, and solar arrays. Features on homeowners who upgraded to electric water heaters, profiles of co-ops launching EV charging stations, or DIY guides for energy audits all reinforce the idea that the electric future is practical, responsible, and here. The message is aspirational but grounded in small-town pragmatism: this isn’t Silicon Valley hype—it’s your neighbor electrifying their barn or replacing a propane furnace or reminiscing about life without electricity.
Ruralite continues the legacy of New Deal-era propaganda by promoting ever-greater electricity use—now through electric vehicles and heat pumps instead of fridges and space heaters—reinforcing the idea that progress always means more power, more consumption, and more infrastructure. Its storytelling still serves a strategic function—ensuring electricity remains not just accepted, but desired, in every American home.
Postwar Peak and Decline of Electrification Propaganda
By the 1960s, most American homes—urban and rural—had been electrified. The major battle to electrify the country was won. As a result, the overt electrification-as-progress propaganda that had dominated the New Deal era and postwar boom faded. Electricity became mundane: a background utility, no longer something that needed to be sold as revolutionary.
During the 1970s and early 1980s, the focus of public discourse shifted toward energy crises and conservation. Rather than expanding electrification, the government and utilities started encouraging Americans to use less, not more—a notable, if temporary, reversal. The 1973 oil shock, Three Mile Island (1979), and rising distrust in institutions tempered the earlier utopian energy messaging.
1970’s energy conservation poster, via Low Carbon Institute, in the personal collection of Russell Davies.
However, electrification propaganda never vanished entirely. It just narrowed. Publications like Ruralite and utility co-ops continued localized campaigns, pushing upgrades (like electric water heaters or electric stoves) in rural areas and maintaining a cultural narrative of electric life as modern and efficient.
The Renewables-Era Revival of Electrification Propaganda
In the late 1990s and especially the 2000s, a new wave of electrification propaganda began to emerge, but this time under the banner of climate action. Instead of promoting electricity as luxury or convenience, the new message was: electrify everything to save the planet.
This “green” electrification push encourages:
Electric vehicles (EVs) to replace gasoline cars
Heat pumps to replace fossil fuel heating systems
Induction stoves over gas ranges
Grid modernization and massive renewable build-outs (wind, solar, batteries)
Glossy, optimistic, uncritical propaganda pushing electricity from Ruralite Magazine, December 2023.
The messaging echoes earlier propaganda in tone—glossy, optimistic, often uncritical—but reframes the moral purpose: not modernization for its own sake, but decarbonization. The tools remain similar: media campaigns, federal incentives, public-private partnerships, and co-op publications like Ruralite, which has evolved to reflect this new narrative.
Typical imagery promoting “clean energy.” This image is used on a League of Conservation Voters initiative, Clean Energy for All.
Modern utility outreach events like co-op utility Orcas Power and Light Cooperative’s (OPALCO) EV Jamboree—where electric vehicles are showcased, test drives offered, and electrification is framed as exciting and inevitable—echo the strategies of the REA’s mid-century traveling circuses. Just as the REA brought portable demonstrations of electric appliances and farm equipment to rural fairs to sell the promise of a brighter, cleaner, more efficient life, today’s utilities stage events to generate enthusiasm for electric vehicles, heat pumps, and smart appliances. In both cases, the goal is not just education but persuasion—selling a future tied to deeper dependence on the electric grid.
Advertisement for an EV Jamboree, propaganda for electric vehicles, boats, bikes, etc.
One of the most striking revivals is the push for nuclear power, long dormant after public backlash in the 1980s. Once considered politically radioactive and dangerous, nuclear is now rebranded as a clean energy savior. The Biden administration has supported small modular reactor (SMR) development and extended funding for existing nuclear plants. More recently, President Donald Trump announced plans to reinvest in nuclear infrastructure, positioning it as a strategic national asset and imperative for national security and industry. The messaging is clear: nuclear is back, and it’s being sold not just as a technology, but as a patriotic imperative.
The Green Delusion and the Digital Demand: Modern Propaganda for an Electrified Future
In the 21st century, electrification propaganda has been reborn—not as a tool to bring light to rural homes or sell refrigerators, but as a moral and technological mandate. This time, it’s cloaked in the language of sustainability, innovation, and decarbonization. Utilities, tech giants, and government agencies now present an electrified future as inevitable and ethical. But beneath the rhetoric lies a powerful continuity with the past: electricity must still be sold to the public, and propaganda remains the vehicle of persuasion.
The contemporary campaign is driven by a potent mix of actors. Investor-owned utilities plaster their websites with wind turbines and solar panels, promoting the idea that they are leading the charge toward a cleaner future. Federal and state governments offer rebates and incentives for EVs, solar panels, heat pumps, and induction stoves, framing these changes not only as personal upgrades, but as civic duties. Corporate giants like Google, Microsoft, and Amazon amplify the message, touting their commitment to “100% renewable” operations—while quietly brokering deals for bespoke gas and nuclear plants to keep their operations online, and selling their digital services to fossil fuels companies.
Deceptive practices are proliferating alongside the expansion of renewable energy infrastructure. Companies developing utility-scale solar projects often mislead communities about the scale, impact, and permanence of proposed developments—if they engage with them at all. Local residents frequently report being excluded from the planning process, receiving vague or misleading information, or being outright lied to about how the projects will alter their environment. As Dunlap et al. document in their paper ‘A Dead Sea of Solar Panels:” Solar Enclosure, Extractivism and the Progressive Degradation of the California Desert, such tactics are not anomalies but part of a systemic pattern:
[W]e would flat out ask them [the company] questions and their answers were not honest … [it] led me to believe they really didn’t care about us. They had charts of where lines were going to be, and later, we found out that it wasn’t necessarily the truthful proposal. And you’re thinking: ‘why do you have to deceive us?’
— Desert Center resident, quoted in ‘A Dead Sea of Solar Panels:’ solar enclosure, extractivism and the progressive degradation of the California desert, by Dunlap et. al.
These projects, framed publicly as green progress, often mask an extractive logic—one that mirrors the practices of fossil fuel development, only cloaked in the language of sustainability.
At the heart of this new energy push lies a paradox: the renewable future requires more electricity than ever before. Electrifying transportation, heating, and industry demands a massive expansion of grid infrastructure—new transmission lines, more generation, and more raw materials. But increasingly, the driver of this expansion is data.
Artificial intelligence, cloud computing, and cryptocurrency mining are extraordinarily power-hungry. Modern AI models require vast data centers, each consuming megawatts of electricity—often 24/7. In his May 2025 Executive Order promoting nuclear energy, President Donald Trump made this explicit: “Advanced nuclear reactors will power data centers, AI infrastructure, and critical defense operations.” Here, electricity isn’t just framed as a public good—it’s a strategic asset. The demand for clean, constant energy is now justified not by light bulbs or quality of life, but by national security and economic dominance in the digital age.
This shift has profound implications. The public is once again being asked to accept massive infrastructure projects—new power generation plants and transmission corridors, subsidies for private companies, and increased energy bills—as the price of progress. Utilities and politicians assure us that this growth is green, even as the material and ecological costs of building out renewables and data infrastructure are hidden from view. The new propaganda is sleeker, data-driven, and more morally charged—but at its core, it performs the same function as its 20th-century predecessors: to justify a massive increase in power use.
A particularly insidious thread in this new wave of propaganda is the claim that artificial intelligence will “solve” climate change. This narrative, repeated by CEOs, media outlets, and government officials, frames AI as a kind of techno-savior: capable of optimizing energy use, designing better renewables, and fixing broken supply chains. But while these applications are technically possible, they are marginal compared to the staggering energy footprint of building and running large-scale AI systems. Training a single frontier model can consume as much power as a small town.Once operational, the server farms that host these models run 24/7, devouring electricity and water—often in drought-prone areas—and prompting utilities to fire up old coal and gas plants to meet projected demand.
Under the guise of “solving” the climate crisis, the AI boom is accelerating it. And just like earlier propaganda campaigns, the messaging is carefully crafted: press releases about “green AI” and “green-by-AI” along with glossy reports touting efficiency gains distract from the physical realities of extraction, combustion, and carbon emissions. The promise of virtual solutions is being used to justify real-world expansion of energy-intensive infrastructure. If previous generations were sold the dream of electrified domestic bliss, today’s consumers are being sold a dream of digital salvation—packaged in clean fonts and cloud metaphors, but grounded in the same old logic of growth at all costs.
The Material Reality of “Electrify Everything”
While the language of “smart grids,” “clean energy,” and “electrify everything” suggests a sleek, seamless transition to a more sustainable future, the material realities tell a very different story. Every CPU chip, electric vehicle, solar panel, wind turbine, and smart meter is built from a global chain of extractive processes—mined lithium, cobalt, copper, rare earth elements, steel, silicon, and more—often sourced under environmentally destructive and socially exploitative conditions. Expanding the grid to support these technologies requires not just energy but immense physical infrastructure: transmission lines slicing through forests and deserts, substations and data centers devouring land and power, and constant maintenance of an aging, overstretched network.
Yet this reality is largely absent from public-facing narratives. Instead, we’re fed slogans like “energy humanism” and “clean electrification”—terms that obscure the industrial scale and catastrophic impacts of what’s being proposed. Like the early electrification propaganda that portrayed hydropower as endlessly abundant and benevolent (salmon and rivers be damned), today’s messaging continues to erase the costs of extraction, land use, and energy consumption, promoting technological salvation without acknowledging the planetary toll.
Propaganda for “green minerals” extraction in Zambia
The scale of extraction required to electrify everything is staggering. According to the International Energy Agency (IEA), reaching global climate goals by 2040 could require a massive increase in demand for minerals like lithium, cobalt, and nickel. For lithium alone, the World Bank estimates production must at least quadruple by 2040 to meet EV and battery storage needs. Copper—essential for wiring and grid infrastructure—faces a predicted shortfall of 6 million metric tons per year by 2031, even as global demand continues to surge with data centers, EVs, and electrification programs.
If you just paint your mining equipment green and use more electricity to mine, somehow that will make mining “sustainable”? Illustration from the paper Advancing toward sustainability: The emergence of green mining technologies and practices published in Green and Smart Mining Engineering
Mining companies have seized the moment to rebrand themselves as climate heroes. Lithium Americas, which plans to operate the massive Thacker Pass lithium mine in Nevada, is described as “a cornerstone for the clean energy transition” and touts itself as a boon for local employment, even while the company destroys thousands of acres of critical habitat. The company promises jobs, school funding, and tax revenue—classic propaganda borrowed from 20th-century industrial playbooks. But local resistance, including from communities like the Fort McDermitt Paiute and Shoshone Tribe, underscores the deeper truth: these projects degrade ecosystems, threaten sacred sites, and deplete water resources in arid regions.
Another mining giant, Rio Tinto, has aggressively marketed its “green” copper and lithium projects in Serbia, Australia, and the U.S. as “supporting the green energy revolution,” while downplaying community opposition, pollution risks, and the company’s long history of environmental destruction. Their PR materials highlight “sustainable mining,” “low-carbon futures,” and “partnering with communities,” despite persistent local protests and growing global awareness of mining’s high environmental costs.
What’s missing from these narratives is any serious reckoning with the energy required to mine, transport, refine, and manufacture these materials, along with the energy needed to power the growing web of electrified infrastructure. As the demand for data centers, EV fleets, AI training clusters, and smart grids accelerates, we are rapidly expanding industrialization in the name of sustainability, substituting fossil extractivism with mineral extractivism rather than questioning the ever-increasing energy and material throughput of modern society.
Across the U.S., utilities are aggressively promoting electric vehicles, heat pumps, and “smart” appliances as part of their electrification campaigns—often framed as climate solutions. Pacific Gas & Electric (PG&E) in California, for example, offers rebates on EVs and encourages members to electrify their homes and transportation. Yet at the very same time, utilities like PG&E also warn that the electric grid is under strain and must expand dramatically to meet rising demand. This contradiction is rarely acknowledged. Instead, utilities position grid expansion as inevitable and green, framing it as “modernization” or “resilience.” What’s omitted is that electrifying everything doesn’t reduce energy use—it shifts and increases it, requiring vast new infrastructure, more centralized control, and continued extractivism.
The public is told that using more electricity will save the planet, while being asked to accept more pollution and destroyed environments along with new transmission lines, substations, and higher rates to pay for it all.
From Luxury to Necessity: Total Dependence on a Fragile Grid
The stability of the electricity grid requires electricity supply to constantly meet electricity demand, which in turn, requires numerous entities that operate different components of the grid to coordinate with each other.
Over the last century, electricity has shifted from a shimmering novelty to an unspoken necessity—so deeply embedded in daily life that its absence feels like a crisis. This transformation did not happen organically; it was engineered through decades of propaganda, from World’s Fairs and government-backed campaigns to glossy co-op magazines and modern “electrify everything” initiatives. What began as a promise of convenience became a system of total dependence.
OPALCO pushes EVs, electric appliances and heat pumps, while at the same time publishing articles about how the grid is under strain.
Today, every layer of modern life—communication, healthcare, finance, water delivery, food preservation, transportation, and farming—relies on a constant, invisible stream of electrons. Yet the grid that supplies them is increasingly strained and precarious. As utilities push electric vehicles, heat pumps, and AI-fueled growth, and states (like Washington State) offer tax incentives to electricity-hungry industries, they simultaneously warn that the grid must expand rapidly to avoid collapse. The public is told this expansion is progress. But the more electrified our lives become, the more vulnerable we are to its failures.
This was laid bare in March 2024, when a massive blackout in Spain left over two million people without power and seven dead. Train systems halted. ATMs stopped working. Hospitals ran on limited backup power. Food spoiled, water systems faltered, and thousands were stranded in elevators and subways. The cause? A chain of technical failures made worse by infrastructure stretched thin by new demands and the rapid expansion of renewables. Spanish officials called it a “wake-up call.” But for many, it was a terrifying glimpse into just how brittle the electric scaffolding of modern life has become.
Contrast that with life just 130 years ago, when the vast majority of Americans lived without electricity. Homes were lit by kerosene and heated by wood. Water was drawn from wells. Food was preserved with salt or root cellars. Communities were far more self-reliant, and daily life, while harder in some ways, was not exposed to the singular point of failure that defines today’s electrified society.
Before widespread electrification, communities were more tightly knit by necessity. Without the conveniences of refrigeration, electric heating, or instant communication, people relied on one another. Neighbors shared food, labor, stories, and tools. Social life centered around common spaces—markets, churches, schools, porches. Mutual aid was not a political slogan but a basic survival strategy. Electricity helped alleviate certain physical burdens, but it also enabled a more atomized existence: private appliances replace shared labor, television and now Netflix replace neighborhood gatherings, and online connection supplants physical community.
The electrification of everything, sold as liberation, has created a new form of total dependence. We have not simply added electricity to our lives—we have rewired life itself to require it. And as the grid stretches to accommodate AI servers, data centers, electric fleets, and “smart” everything, the question we must ask is no longer how much we can electrify—but how much failure we can endure.
It’s hard to imagine life today without electricity—yet just 130 years ago, almost no one had it, and communities thrived in very different ways. Our deepening dependence on the grid is not simply our choice; technologies like AI and massive data centers are being imposed upon us, often without real consent or public debate.
As we barrel toward ecological collapse—pervasive pollution, climate chaos, biodiversity loss, and the sixth mass extinction—our blind faith in endless electrification risks bringing us back to a state not unlike that distant past, but under far more desperate circumstances. Now more than ever, we must question the costs we ignore and face the difficult truth: the future we’re building may demand everything we take for granted, and then some.
Public Works Administration Project, U.S. Army Corps of Engineers, Bonneville Power and Navigation Dam in Oregon, Columbia River, 40 miles East of Portland, “Downstream side of Blocks 7 and 8 of North Half of Spillway Dam and Piers 9 to 12. Inclusive of South Half of Dam”. Oct 24, 1936. National Archives and Records Administration.
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