Why 'Clean Energy' Should Be Part Of Your Marketing Vocabulary
59 minutes ago
Whether youre 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:
cience-basedMany climate change and clean energy issues can only be tackled if actors across the econo