• by Laura Taylor , February 2, 2021

Whether you’re in the midst of year-ahead client planning or plans are approved to move forward, chances are that “climate change/clean energy agenda” has not entered  the conversation. 

The connection between climate change, clean energy and corporate reputation has never been greater, and now is the time to make that connection matter.  Calling climate change one of the four crises facing the country, President Biden has launched the boldest presidential climate and clean energy plan in history.

How does that affect us marketers?  For starters, it means there are opportunities to create new jobs while protecting our planet.  In doing so, we are communicating that the relationship between climate change and corporate performance is more than a nice thing to do. In fact, they are totally connected.

By and large, having your organization think about clean energy and climate change can drive larger conversations about such big-picture issues as reducing fossil fuel energy costs and creating dramatic cost reductions in such technologies as battery storage and negative emissions technologies.

Importantly, discussing the relationship between climate change and your brand should not be mere lip service.  Communications must be authentic, comprehensive, and backed by evidence if they are to be effective.

Clean energy and climate change have entered the mainstream vernacular of many C-suites.  As a result, marketers should become familiar with this sector and seek ways for their brands to become intertwined with results. 

Following are some best practices to help shape your climate change agenda:

1. Start with an assessment of what climate-driven dimensions matter to your business.

2. Share clear metrics and performance.

3. Set SMART targets:

• Science-based—Many climate change and clean energy issues can only be tackled if actors across the economy react in keeping with scientific guidance.

• Measurable—To the extent possible, set measurable targets (e.g., net-zero greenhouse gas emissions by 2030) so that performance can be compared over time and against peers.

• Ambitious—Work within your means, but formulate targets that are consistent with broader environmental and social needs.

• Relevant—What’s material to your business dictates relevance. For example, clean energy matters for an oil and gas company.

• Time-bound—Targets need deadlines and goals to allow external parties to gauge progress.

4. Amplify climate and clean energy activities with your board of directors.

5. Describe how environmental issues factor into your overall risk management approach.

6. Specify environmental reporting validation—that is, an external auditor or on your own.

And of course, throughout all of this, remember to tell your company’s unique story while tying in how relevant themes drive value for your business.

So, are YOU ready to change for the better?