FROM HYPE TO IMPACT
New Marketing for Advancing Climate Tech
Discover how strategic marketing can accelerate the adoption of climate technologies and foster sustainable business practices.
Why this research and why it can help you
Technology is crucial for addressing the climate crisis. But communications on new technologies is often self referential and hard to understand. “How can we help buyers and marketers communicate better, fostering collaboration and speeding up the shift to sustainable businesses”?
Some questions the research investigates
What are the biggest opportunities of investing in climate technologies?
What are the promotion channels that work better for climate tech?
What are the elements on the basis of which a buyer makes a purchasing decision?
What can foster a better collaboration between buyers and vendors?
How to avoid from greenwashing, from both parties?
Key findings
Value Alignment: ESG Impact and Performance going in Sync
Buyers and vendors agree on the dual value of climate tech solutions —environmental impact and business performance, which should inspire marketing actions. A one-sided view is no longer enough.
Transparent Collaboration is the Key to Sustainable Transition
Effective sustainable transition needs transparent collaboration, facilitated through think tanks, surveys, workshops, and industry standards discussions, including trade shows. This is a conviction that both vendors and buyers strongly believe in.
Trust: The Mandatory Foundation of Long-term Relationships that Work
88% of buyers prefer to be introduced to vendors through direct connections or references and give big importance to assets that convey trust, such as impact documentation, third-party certifications), and institutional endorsements.
Hands-on Education, beyond technical features
Transparency and hands-on education are vital. While 64% of vendors offer education, buyers prefer trials and pilot projects (87%), though only 32% of vendors provide these. This is an area of convergence on which vendors should invest.
Inspire to act: it’s positive narratives that drive change
Positive stories and humor enhance engagement. Impact reports paired with internal campaigns, partner engagement, and social media outreach strengthen purpose branding.
Communication Beyond Impact Reporting
Transparent and engaging reporting on ESG metrics boosts credibility. However, reports alone aren't enough for effective engagement. They serve as a strong foundation for broader, more impactful campaigns.
The research team
The research is an initiative of Martina Casani with the support of a team of international professionals, the Climate Marketing Lab team: Melina Acevedo, Jon Amar, Sandya Bat, Lydia Patricia Hall, Caitlin Kenney, Charissa Saputra, Eric Vellozzi. The research was conducted in early 2024, via online interviews. The report is the result of 50 in-depth interviews with climate tech vendors and sustainability-focused solution buyers, providing a comprehensive view from both sides of the market.
Transform your marketing for better impact
Thank you!
Thank you to all the incredible participants who made this research possible.
Let's continue to drive the change together.