Issue 32
Five Simple Shifts for Climate Communication in 2026
As we kick off 2026, we at Potential Energy wanted to pause and take stock of what we’ve learned. Drawing on our recent research, messaging testing and real-world campaigns, we’ve pulled our most consistent insights into a new guide. Five Simple Shifts for Climate Communication in 2026 provides specific guidance on how to evolve the climate narrative in a way that broadens the tent and minimizes the possibility of polarization.
1. From morality → to materiality.
2. From luxury → to affordability.
3.From banning → to building.
4. From global → to national & local.
5. From massive → to manageable.
The full guide goes deeper on what’s effective and why. It’s a working playbook, data-driven and designed to evolve. We will have significantly more data to share in two months, as we are underway with a major new study, in partnership with The Rockefeller Foundation, on new climate narratives across the G20 that can accelerate impact for the next ten years. We hope you’ll also share insights as you communicate, campaign, and lead. Consider this a snapshot of what we know today, and an invitation to help shape what we learn next.
Yours in partnership,
John and Jessica
Article by John Marshall and Jessica Lu
John Marshall is the founder and CEO of Potential Energy. John advises global leaders on strategies to effectively communicate about climate solutions, and is a frequent industry commentator and speaker. John’s innovative approach to building public support for climate action is informed by his 30+ years of experience advising the leaders of Fortune 500 companies on branding and marketing.
Jessica Lu is Associate Director of Strategy and Analytics and leads Potential Energy’s Insights Lab. She leads teams that execute hundreds of message tests and focus groups and perform in-market measurement analytics to unearth what motivates humans to care about climate change. Jessica graduated from Princeton University with a degree in Civil and Environmental Engineering.
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