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In any sector, language and the way we use it is vitally important to achieving business goals and engaging audiences. No more does this ring true than with the climate crisis. Words and phrases stressing the gravity of the situation, and aiming to prompt an emotive response, are commonplace when discussing climate issues. The lexicon of climate scientists prioritises scientific accuracy and rigour, but for a clean tech comms professional the demands are different, centring more around commercial viability, proving scalability and efficacy of a product or service, and ultimately raising awareness with key audiences.
Much of the terminology associated with climate science poses challenges to comms pros, for understandable reasons. Terms like ‘crisis’ and ‘emergency’ contain an inherent sense of immediacy, while phrases like ‘green energy’ evoke thoughts of a drastic lifestyle change or a rise in bills. Even phrases like ‘saving the planet’ are too abstract for the average person to relate to or be emotionally impacted by at times. And when every clean tech company’s goal seems to be ‘solve the world’s biggest challenges’, why are people to believe in your mission?
Ultimately, the language of cleantech comms pros needs to portray the reality of the climate crisis, whilst still transmitting a message that engages audiences based on their commercial needs. Here are three tips on how that messaging can be changed to cut through without losing impact.
We cannot escape the pressing need for climate action, and shouldn’t be trying to either. We need to confront the reality of the situation whilst also presenting it in a way that inspires action and hope. Facing these challenges head on and without compromise should still be the aim, and engaging your audience is the most effective step to doing do.
Rather than focusing storytelling around negating the challenges that we face, brands need to reframe the narrative and highlight opportunities for positive change that prescribe direct action, and go beyond what’s been seen before. Pivoting from certain terms can help – for example, instead of saying ‘green economy’, which conveys more of an aspiration than a reality, switching to using ‘clean economy’ is far more easily understood and tangible for audiences. Similarly, ‘protecting the environment’ can be seen as too abstract to make people really care, whereas ‘looking after your community through environmental protection’, makes the desired action more personal and connects more with people. These small changes can help clean tech companies reframe the narrative, and inspire positive steps towards building a more sustainable future, rather than meeting obligations.
Effective clean tech comms also relies on understanding and connecting with your audience. Across and within different demographics you’re likely to find a range of differing interests, values, and levels of awareness when it comes to sustainability issues. Remember that your average reader is only likely to be somewhat eco-conscious, so offering the right type of education is key. Tailoring messaging and language to resonate with specific needs and preferences is more likely to drive qualitative engagement.
When communicating with eco-conscious consumers, for instance, highlighting the environmental benefits of clean technology may be most effective. On the other hand, when engaging with industry professionals or policymakers, focusing on the economic and policy implications of clean tech solutions may be more persuasive. Variations based on industry are also important. For example, a comms pro working for a clean hydrogen provider will need to target a more technical and scientifically-minded audience. Whereas a carbon accounting firm is more likely to be targeting in-house finance or governance teams, and needs to communicate in a slightly different language.
Considering cultural and linguistic differences when crafting your message is valuable, too. Using language that is relatable, and culturally sensitive can help bridge knowledge gaps and foster greater understanding and engagement. All of which builds trust and credibility, creating more advocates for your work.
Effective communication isn’t all about telling a set story, and sticking to it. It’s also about explaining how your business solves problems and why it matters. This involves not only educating, but also contextualising; showing where you’ve come from, and where you’re going, and what you need to do to get there.
That comes from explaining the climate issues your technology addresses. Sharing success stories about the opportunities yielded and case studies to demonstrate real-world impact is crucial, because it offers proof of the steps your company is taking to tackle these challenges and the tangible benefits for the community and the environment. All of which showcases your values, and why your audience should join you on that journey.
There are a lot of parallels between the comms demands of clean tech businesses and those in other industries. The problem is that the industry is still relatively new, and its goals mean that the language used can often be misinterpreted and misjudged. Reaching your audience requires a specific style and tone that not only educates, but inspires action. Remember, you’re not just looking for buyers – you’re looking to raise awareness of your technology and your market, outline the cause you’re fighting for, and give people reasons to believe in your company. Getting your language right is the first step to making that happen.
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