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As we head into 2025 amidst a significant reshuffling of priorities at the federal level, it\u2019s essential as climate and sustainability communicators that we pause and re-evaluate the \u201cwhy\u201d behind our messaging. The motivations that once centered on saving the planet or reducing CO\u2082 emissions, must now address goals that resonate with the incoming administration and shifting public sentiment.<\/p>\n
This is not the first time the country has had to frame how it communicates complex environmental issues. In the 1970s, growing public awareness of pollution led to messaging that emphasized the tangible benefits of cleaner air and water. By connecting these issues to everyday concerns, the narrative became more relevant and actionable. Similarly, Trump\u2019s first presidency demonstrated how sustainability efforts could succeed when tied to economic opportunity and resilience. Now, as businesses recalibrate their sustainability messaging once again, they\u2019ll need to align with today\u2019s priorities while continuing to drive meaningful action.<\/p>\n
1. Move from big ideals to what\u2019s in It for me<\/strong> For example, General Motors\u00a0positions its electric vehicles as both an eco-friendly and economically savvy choice<\/a><\/u>, emphasizing savings over time and job creation tied to EV manufacturing. GM\u2019s EV strategy emphasizes affordability and job creation, offering a clearer, financially appealing picture of sustainability. Similarly,\u00a0Ford highlighted the economic advantages of EVs, including government incentives and reduced fuel costs.\u00a0<\/a><\/u>\u00a0Ford\u2019s messaging focused on clear, practical, money-saving benefits to appeal to a broader audience.<\/p>\n Consider reworked messaging like, \u201cOur sustainability practices aim to reduce CO\u2082 emissions to combat the global climate crisis.\u201d Instead, an audience-first message would look something like, \u201cWe\u2019re cutting energy waste to save families money and ensure clean air.\u201d<\/p>\n 2. From climate sacrifices to innovations<\/strong> Framing sustainability initiatives as part of a broader technological revolution \u2014 whether it\u2019s through AI, clean energy, or carbon capture \u2014 can help businesses align with the priorities of a larger audience. Sustainability and climate tech are the means (not the reason) to get there.<\/p>\n For example, instead of saying, \u201cWe\u2019re cutting emissions to fight climate change,\u201d companies should be reframing their audiences pain points in a new way, such as, \u201cWe\u2019re introducing smarter systems to deliver more efficient and reliable energy at a lower cost to the consumer.\u201d<\/p>\n 3. From global crises to local and community impact<\/strong> For example, instead of saying, \u201cSupport global climate goals,\u201d companies should now consider messaging like, \u201cHelp protect the air, water and resources in your community.\u201d<\/p>\n 4. From alarm to resilience<\/strong> Today, with many Americans concerned about security, stability and resilience in the face of global uncertainty, this messaging strategy remains key. Sustainability is no longer just about protecting the planet; it\u2019s about ensuring reliability for future generations, whether that means energy security, food stability, or a reliable workforce.<\/p>\n Therefore, instead of saying, \u201cWe\u2019re fighting for the planet\u2019s future by tapping into cleaner energy,\u201d say, \u201cWe\u2019re delivering reliable energy for your family and business.\u201d<\/p>\n 5. From lofty goals to tangible results<\/strong> Therefore, instead of saying, \u201cWe\u2019re committed to bold climate action,\u201d consider messaging like \u201cWe\u2019ve already reduced emissions equivalent to removing 200 million cars from the road and plan to increase our goal to the equivalent of 500 million cars by 2030.\u201d<\/p>\n In the post-Trump era, focusing on personal benefits, technological innovation, local and community impacts, resilience and tangible results, businesses can connect with consumers more meaningfully by answering the question \u201cwhy\u201d in a way that is more closely to where they are. A broader shift in public attitudes and sentiment does not mean that we are at the end of the road on climate action. We just need to adjust to audiences who are increasingly looking for practical, actionable, measurable solutions to address their own challenges directly.<\/p>\n
One of the most significant lessons from the first Trump Administration is that discussing sustainability as a driver of cost savings, job creation and personal health resonated more with the American public than abstract calls to combat climate change and protect our natural resources.<\/p>\n
During Trump\u2019s first term, many companies had already started to reframe sustainability not as a series of sacrifices but as a natural outgrowth of innovation and progress, and communications professionals should take a page. Companies like Microsoft are\u00a0highlighting<\/a><\/u>\u00a0carbon-negative goals through the lens of innovative advancements like AI and carbon capture and how they can drive efficiencies and business growth. Now, as people are increasingly focused on technological progress and solutions over climate impact, the emphasis should remain on how green initiatives foster innovation and enhance efficiency.<\/p>\n
One of the major communication shifts during the first Trump presidency was the move from discussing global environmental crises to focusing on local benefits and practical wins. Patagonia, for instance, while very climate-forward in its messaging, also\u00a0elevates<\/a><\/u>\u00a0its commitment to local initiatives and community-driven storytelling. Starbucks also localizes its sustainability efforts, emphasizing how its initiatives help protect biodiversity and\u00a0support local farmers<\/a><\/u>. Today, with many people feeling disconnected from global issues, tying sustainability efforts to communities will resonate more than ever.<\/p>\n
As businesses face rising consumer concerns about economic instability and disruption, reframing sustainability as a strategy for resilience and long-term security will be a powerful tool. Duke Energy positions its renewable energy investments as part of a broader strategy to ensure\u00a0energy reliability and resiliency<\/a><\/u>in the face of extreme weather events, which were becoming more frequent due to climate change.<\/p>\n
Finally, one of the key lessons from the first Trump administration is the importance of focusing on concrete results rather than distant, abstract goals. Communicating specific milestones and showing clear progress \u2014 not just in terms of environmental impact but also economic benefits like job creation or health improvements \u2014 will help build trust and credibility with today\u2019s more skeptical audience. Some of Unilever\u2019s targets are helpful great models for this approach, as they have\u00a0named goals<\/a><\/u>\u00a0with very specific metrics ranging from protecting and restoring \u201c1 million hectares of natural ecosystems by 2030\u201d and implementing regenerative agriculture \u201con 1 million hectares of natural ecosystems by 2030.\u201d These can be measured and reported in a tangible way, which better aligns with a skeptical public.<\/p>\n