Anton Levytskyi

The climate tech industry is experiencing an unprecedented boom, with Europe and the U.S. securing a staggering $82 billion in climate technology investments in 2022 alone. This surge in funding underscores the enormous potential of this sector. However, marketing climate tech demands a distinctive strategy that transcends conventional approaches.

Driving the adoption of climate technologies requires a multifaceted approach, combining education, strategic partnerships, and thought leadership. Here are some insights based on my experience working at a net zero consultancy, extensive reading, and competitive analysis of marketing tactics employed by major climate tech companies.

Demand creation

In the early stages, simply generating demand may not be enough. You need to create it. The aim is not just to sell, but to educate your audience on the significance of your solution and cultivate a warm community for future sales enablement.

Establishing yourself as a thought leader early on is critical: imagine future competition, with climate tech already raising billions!

At this point, education and brand awareness are key, as not everyone fully understands the benefits of adopting sustainability in business. To raise your profile and stay on top of prospects’ minds, you can employ various marketing tactics, including content marketing, SEO, PR, self-hosted webinars, event sponsorships, awards, social media community building and lead generation (e.g., by offering free tools like a carbon footprint calculator or an ESG legislation tracker).

Events

Industry events serve as pivotal hubs for networking and engagement. In the UK, events like the London Climate Technology Show, EMEX, and Reset Connect provide an invaluable platform for connecting with key players in the climate tech space. In the U.S., events like GreenBiz's VERGE and GreenFin Conference, New York Climate Week, and CDP Global Supply Chain Summit are essential. Noteworthy media groups like GreenBiz, Financial Times, and Sustainable Brands also host a multitude of industry events and workshops.

Memberships, certifications, and impact assessments

Associating with reputable organisations and earning certifications and impact assessments can significantly bolster your brand's credibility. For example, impact assessments like those offered by EcoVadis or B Lab provide comprehensive evaluations of a company's environmental and social practices. Certifications like ISO 27001, 1% for the Planet, and The Climate Pledge can further demonstrate a strong commitment to high technical security and sustainability standards. These affiliations not only signal credibility but also provide networking opportunities and potential for business growth (e.g., through partner directories and networking events).

Partnership marketing

Creating successful partnerships in the climate tech industry requires a methodical approach. One noteworthy example is Greenly, a platform that enables businesses to track, reduce, and offset their carbon emissions. Greenly offers various partnership models including Referral, Resell, Solutions, Integration, and more. Over 200 companies globally have joined one of these types, showcasing the power of strategic collaborations in advancing climate tech solutions.

Leading by example

The best way to convince your prospects to adopt your climate tech solution is by being a role model for them. To prove your wider commitment to sustainability, consider adopting sustainable marketing strategies, such as cause-related marketing, CSR activities, SDGs alignment, or CEO activism. These approaches not only demonstrate your genuine commitment to making a positive impact but also connect with consumers on a deeper emotional level, fostering loyalty and positive brand perception.