Climate tech startups are developing blue sky solutions to some of the world's most pressing problems, but they can face unique challenges when it comes to marketing and promotion. Climate tech is the future - be it in renewable energy, energy storage, energy efficiency, transportation, food & agriculture, Carbon capture / utilisation / storage (CCUS), or circular economy.

If it wasn't clear enough, the world is simultaneously on fire, under water, too hot, too cold and all forms of extremes. To tackle this, the global climate tech market is expected to reach $2.5 trillion by 2026. Climate tech startups are attracting significant investment - in 2021, climate tech startups raised a record $61.4 billion in venture capital funding. This is a significant increase from the $32.6 billion raised in 2020. Also, Climate tech startups are creating jobs. The climate tech industry is expected to create over 1.5 million jobs by 2030. These jobs will be in a variety of fields, including engineering, manufacturing, sales, and marketing.

Traditional marketing methods may not be as effective for climate tech startups, as their products and services are often complex and require a deeper understanding from potential customers. Throw misinformation and conspiracy theories, the path forward has been muddier than ever. Therefore, it is paramount to take on more unique digital marketing strategies to cut through the noise.

First, partner with other climate-focused organisations.

Legitimacy is top priority here. By partnering with other organisations, you can reach a wider audience and gain credibility for your startup. This could include nonprofits, government agencies, or other businesses. For example, you could partner with a local environmental nonprofit to host a workshop or educational event. This step takes the longest time to carry out so it should be done first. Everyone needs time to do their due diligence as no one wants to make the mistake of pairing up with the wrong people. Social media optics matter so, widen your options by having more conversations but be very selectively before inking the deal.

The best way to know who to partner with is to get involved in the climate tech community. Attend industry events, participate in online forums, and connect with other climate tech entrepreneurs. This is a great way to build relationships, raise awareness of your startup, and learn from others. In doing so, others in your realm will want to take the initiative to partner with you. 

Second, focus on storytelling. 

This part is the similar for any other business - having a good story is the pinnacle of marketing. Climate tech startups ought to have compelling stories to tell about their founders, their raison d'etre, the personal impact of climate change (positive and negative), their mission, and the hope of what they are building. The audience can be connected through your website, blog posts, and social media. The best medium is definitely visual - here is how to do video well.

Above all else, be real. Authenticity is the name of the game, just like what was mentioned before, it is about credibility. People want to support businesses that they trust and believe in. Be transparent about your startup's mission, goals, and progress. Share your successes and failures, and be authentic in your interactions with potential customers.

Lastly, use data and evidence to make your case.

Men lie, women lie, numbers don't. Climate tech startups are often solving complex problems with sophisticated solutions. There is nothing simple about saving the planet but your target audience, as a whole, is simple. They just don't have the bandwidth to learn everything about your business amidst all the things in their world screaming for their attention. It is important to be able to clearly communicate the value of your product or service and the impact it can have.

Going back to the basics of marketing, be clear on the target audience/s that you are reaching out to. Are you looking at users, partners, investors or all of the above? Create separate but complementary messages   alongside data and evidence. For example, in the circular economy, users can save up to $X per month for helping the environment; partners can drastically cut down their carbon emissions by Y tons annually; investors will see Z% ROI. Support these claims and make it easy for your audience to remember the benefits of using your product or service.

Here are some fresh ideas for implementation:

• Host a hackathon or challenge. This is a great way to engage with potential customers and partners, and to generate new ideas for your startup.
• Create a virtual reality or augmented reality experience. This is a unique way to showcase your product or service and to educate potential customers about climate change.
• Partner with a local artist or musician to create a piece of art or music that inspires action on climate change. This is a creative way to raise awareness of your startup and to engage with a new audience.
• Sponsor a climate-focused event or initiative. This is a great way to show your support for the climate movement and to reach a wider audience.

Climate tech startups are seeking to change the world. To achieve that lofty goal, they would also have to change the way they conduct marketing. By working with other like-minded parties to tell a emotional story that is data-backed, climate tech startups can reach a wider audience, generate leads, and build their brand.