The return on responsibility:
Re-framing corporate climate messaging around materiality, not morality

In a polarized political environment, communicating about climate change can feel risky for a publicly-traded company. But it doesn’t have to.

Across multiple audiences and waves of research, both in the U.S. and abroad, we see strong support for companies reducing carbon pollution, investing in clean energy, and communicating about their efforts to do so. In fact, consumers report being more likely to buy from, admire, speak well of, and even work for brands that take these actions.

Where there is potential for pushback from a skeptical minority, businesses can avoid these pitfalls with the right climate messaging.

The key to appealing to the broadest set of stakeholders is to frame climate action around materiality– not morality. In other words, businesses invest in climate-related efforts not just because they’re good, but because they’re good for business. Effective messaging makes that clear, helping companies communicate climate responsibility with confidence.

Investors and consumers alike believe clean energy technology will shape the future of the economy. They believe climate change is creating new physical and financial risks across industries. They view companies that account for these factors as leaders. And they believe responsible businesses will address these risks, seize these opportunities, and succeed over the long term as a result.

With the right story, there’s a clear return on responsible climate change action. This guide is designed to give corporate communicators the language to tell that story with confidence.