Commentary

Why 'Clean Energy' Should Be Part Of Your Marketing Vocabulary

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?

2 comments about "Why 'Clean Energy' Should Be Part Of Your Marketing Vocabulary".
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  1. Marc Rauch from The Auto Channel LLC, February 2, 2021 at 3:10 p.m.

    The words "Clean Energy," as well as the concept of what the words mean would be a good part of someone's marketing vocabulary. But then they should know what is clean and what isn't. For example, "electricity" is not clean energy, and electric cars are not necessarily cleaner than internal combustion cars. They may be cleaner than gasoline-powered cars, but they are not cleaner than ethanol-powered cars. And, as we all learned in Michael Moore's movie, "Planet Of The Humans," the attempts to produce clean energy by the tree-hugging community were all a fraud.

    Furthermore, catastrophic man-made climate change is a hoax. If you want proof, read my paper on the subject at https://www.theautochannel.com/news/2009/12/25/459948.html.

    One more thing, having a good marketing vocabulary is only effective if you really understand marketing, and that requires real world marketing knowledge and experience (not a college degree).

  2. Craig Mcdaniel from Sweepstakes Today LLC, February 2, 2021 at 6:21 p.m.

    Having lived my whole life in Tulsa, OKlahoma, the oil capital of the world until recently, I find you suggestion insulting. Tulsa has been named multiple times the cleanest or most beautiful city in America by magazines. Unlike cities that include New York City, San Francisco or Los Angeles where the streets are filled with dirty needles, human waste and much despair, Tulsa represents the best in both producing energy and living in a clean society. 

    Now Pres. Biden has shown no concern about the millions of American he will be hurting from the economy which is very real and far more important than what he plans on replacing with.

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