So much of climate messaging is designed to appeal to the better angels of our nature, but for corporations – especially publicly traded companies – the bottom line is that there’s a bottom line.
I’ve been thinking a lot about the intersection of climate and business since #ClimateWeekNYC, and I came across this new research from Potential Energy Coalition, We Mean Business Coalition, and maslansky + partners that helps to quantify my own qualitative observations.
According to the study, the key to appealing to the broadest set of corporate stakeholders is to reframe climate action around materiality – not morality. In other words, responsible businesses should invest in climate-related efforts not just because they’re good, but because they’re good for business.
Effective communications meet people where they are and focus on "what's in it for them." Senior leadership, investors, and business partners care about the bottom line, so framing corporate action through the financial materiality of climate-related risks and opportunities gets through to this important audience.
“A responsible business is a successful business.”
(The full study is available for download at the link below.)
Loved this! 🙌