The sadness, anger and despair in the climate, clean energy and sustainability worlds in the days following the 2024 election and first few weeks of Trump’s presidency were predictable and understandable. Yes, America chose the candidate who possesses an unfounded fear of EVs, solar and wind turbines, and is releasing attack after attack on the clean energy economy and the American jobs that depend on it. In the eyes of many, including many of us running climate communications programs, this feels like the death knell.
While these concerns are valid, we cannot afford to think this way, we need to show some moxie, and we need to do it now.
The truth is that the climate tech and sustainability industry has been getting its butt kicked for years if not decades around public messaging, and did so again in 2024. Despite our efforts, public concern about climate change, and affordable and effective technologies on our roofs and in our garages, we are decisively losing the PR battle.
We must be better, starting by:
- Get to work and make it count. Sure, Trump attempting to ban renewables on federal land and halt IRA funding while Elon Musk does quasi-Nazi salutes made for an unsettling first week of the new administration, but guess what – we have around 200 more to go! This is the new reality in our sector, and we must move beyond the acceptance stage, and focus on what each of us can do now.
Instead, I’ve seen too many debates about non-important topics i.e. “climate tech is dead!” then “no it’s not!” then “here’s what we’re calling it now!” across an industry famous for talking to itself. And, understand that you could never villainize Musk more than Musk can villainize Musk, rendering your 300-word LinkedIn post and anti-Tesla bumper sticker as futile.
We need assertive ideas, solutions, commitments and outcomes – not more talk. Lead by example. - Cut the altruistic BS. I recently heard a podcast host interview a prominent name in climate finance who mentioned having two expensive EVs in his garage as a reflection of his commitment to the environment. And the host ate it up with a spoon.
This won’t do. We must stop pretending that we’re better than anyone else (especially when we’re not), as stated good intentions will not cut it. Practical, market-driven results will. And thus, we need to… - …focus on tangible results. I found out very quickly when answering questions about my home’s solar system that nobody cares about its size, energy production or offsetting emissions. There is only one thing that really gets attention, and that’s our energy bill. Aside from us energy wonks, most people just aren’t interested in solar panels – but they like the sound of summer energy bills for $4.19 a month, or quarterly SREC payments of $300.
The same can be said for electric vehicles: most folks do not care about avoided emissions or environmental justice concerns, they want to hear about cost savings and the superior driving experience. For what it’s worth EVs can speak for themselves; they’re dead quiet and a joy to drive.
The simple truth is this – saving the environment is not enough for most consumers, nor should it be. Climate communications programs must accept this and focus on marketing the tangible results that actually drive market adoption. - Change your verbiage. Words and phrases to use: job creation, energy independence, American manufacturing, safety, efficiency, cost savings, quality of life, comfort and community.
Words and phrases to not use: game changing, planet-saving, paradigm-shifting, innovative (at least not twice in a description/release), and anything else that is too pie-in-the-sky or over promissory. - Reach out to the opposition. Too often those of us working very hard on a clean energy transition have a habit of speaking about the oil and gas, real estate and other fossil-fuel dependent industries as if they are the devil. I’ve been guilty of this many times myself.
Have we forgotten that the hospitals we’re born in and require during times of emergency all run on fossil fuels? Or that the majority of electricity we use to charge our EVs is generated by fossil fuels? How many of our climate leaders depend on sustainable fuels to take them across the ocean?
We need to work directly with large energy producers, traditional energy players, financiers and politicians alike if we are to achieve our goals. In 2025 and beyond, collaboration and compromise will be everything. - Stop inviting celebrities to climate functions. I recently attended a high quality, sustainability-focused conference in an eastern seaboard city. The event was well coordinated and fairly priced; the exhibitors were interesting and relevant; and the speakers had mostly valuable insights to share.
But the keynote speaker was a Hollywood actor. Why?
This event attracted hundreds from the construction, manufacturing and real estate sectors – all industries that are more conservative than pure climate or sustainability. There is no way an actor will get through to them, especially one who isn’t fluent and immersed in the subject matter. This appeal to celebrity reflects a lack of maturity, and ultimately does more harm than good.
That same audience (and the general public) would likely much rather hear from professionals choosing sustainability for its economics, such as a roofer going into the solar installation business; an architect differentiating themselves from the competitors by offering green building design; or a plumber selling electric heat pumps.
Climate friends – we have lost many battles but the war isn’t over. Giving up now would be an egregious betrayal of the future, ourselves, and the economic, social, and political systems that we’re all very dependent on. We need to sharpen our message, focus on results, and cut the BS if we’re going to begin to solve the world’s climate crisis that has already arrived.
Are you and your brand ready to be assertive about your climate communications program? FischTank PR is one of the few energy / climate and technology firms that skips the endless “strategic” messaging and agenda dance, instead focusing on creating opportunities and results. We have the reputation and track recored to back it up, and would love to discuss if you’ll email us at [email protected].
