Marketing Myths Stalling Your Climate-Tech Growth
January 20, 2025
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This is what happens when climate-tech companies fall victim to common marketing myths, like assuming their technology will "speak for itself" or believing that "the right people will find it." It’s a noble thought—and we get it. You’ve poured your heart and soul into building something exceptional, and it feels like its value should be obvious. But in the real world, it’s not.
The truth? Even the most groundbreaking innovation can go unnoticed without a strategy to amplify its voice. That’s not just a missed opportunity — it’s a disservice to your mission. Every day your solution stays in the shadows, the world misses out on the progress we desperately need.
In this blog, we’ll debunk some of the most common myths holding back climate-tech marketing and explore how companies can break through the noise, build trust, and ensure their solutions don’t just exist—but thrive. Because in the climate-tech space, it’s not enough to build the future—you need to show the world why it matters.
Yesterday, we read an interesting article about Vincent Van Gogh’s Starry Night. It turns out, that it accurately depicts something that scientists of that time wouldn’t have discovered, or had the technology to study or understand until over a century later — star turbulence.
Now imagine if Van Gogh had had a marketing team. What if someone had explained the intricacies and inspirations behind those cascading swirls across his infamous sky in his own time? Perhaps the brilliance of his observations wouldn’t have gone unnoticed for 100 years. Perhaps the scientific community of his era could have used his insights to make progress sooner.
This story is a powerful metaphor for the climate-tech space today. Too often, groundbreaking innovations in climate technology — solutions that could forge progress, reshape industries, and combat climate change — remain overlooked because they aren’t properly communicated. Without effective marketing to tell their stories and explain their significance, these innovations risk being just another "artwork” that no one takes the time to study.
While the climate-tech industry is still somewhat niche, that’s exactly where your advantage lies. With fewer players crowding the space, your startup has a prime opportunity to rise quickly as an authority and thought leader.
But here’s the catch: becoming a trusted name in the field requires more than just great tech. It demands that you actively share your mission and messaging with the world. You need to clearly show the value and innovation you bring to the table — not just to potential customers, but to investors, partners, and advocates who can amplify your impact.
The world won’t know what you have to offer unless you tell them.
And in this rapidly evolving space, the sooner you do, the faster you’ll cement your position as a leader in shaping the future.
What statement do you think would resonate more with an investor or customer? “Our straw can filter microplastics and bacteria out of 4,000 liters of water.”
Or
“Our straw can prevent illness and save thousands of lives by giving anyone in the world easy access to clean, safe water — from wilderness and hiking enthusiasts in the backcountry to people in communities without access to clean water.”
Chances are, it’s the second statement. Because people connect with impact, not just specs, this example underscores the power of a strong narrative. If you were the LifeStraw creator, you might understand how 4000 liters of clean water from a single straw is incredible. But most of the time your audience will need more of a picture painted to connect the dots and see the true value and impact it could create.
A good narrative doesn’t just deliver facts. While facts do matter—framing them in a way that highlights your why, your real-world value, and human outcomes? That’s what inspires your audience to act—by helping them make informed decisions about your product.
As the World Economic Forum puts it, “Narratives are a major driver of opinions and provide direction to human decisions. [...] When considering the issue of climate change, narratives, instead of climate information, play a significant role in prompting or deterring climate action.”
The bottom line? This isn’t just storytelling—it’s strategy. Today’s most influential business owners and leaders use narratives to demonstrate their why and connect cause-and-effect relationships to their goals.
Support your mission with a strong, thought-provoking narrative, and your audience will not only understand its importance—they’ll also see your value and commitment to combating climate change and building a better world.
Harvard Business Review describes storytelling as one of the most powerful tools someone could use to sell an original or atypical product. In a field like climate-tech—bursting with groundbreaking and unconventional ideas—storytelling can quickly become your greatest ally, helping you translate innovation into impact and connect with audiences on a deeper, more meaningful level.
Even more interesting…while some may believe that certain groups (cough tech-savvy people) aren’t interested in stories, science says otherwise. Stories have a profound neurological and chemical impact on the brain. Research shows that hearing a story triggers the release of cortisol, dopamine, and oxytocin—chemicals that activate our awareness, arousal, and action responses. Yes, action—also called “the grand prize in marketing at the bottom of the so-called funnel” by Giovanni René Rodriguez, founder of The Silicon Valley Story Lab. People are biologically wired to love and be moved by a good story!
Beyond the chemical responses triggered by storytelling, humans also have a profound emotional and psychological reaction to stories. According to media psychologist Leslie Poston, studies show that stories light up multiple areas of the brain, evoking emotions and creating deep connections. From a marketing perspective, this “brain illumination” fosters an emotional bond with your brand.
When listeners feel connected to your story, they’re more invested in your mission and more likely to remember your message.
When you combine these chemical and psychological responses with the fact that storytelling makes information more engaging and easier to understand, it’s clear why it’s one of the most powerful tools in your marketing arsenal. So, myth busted! Tech-savvy audiences aren’t just interested in stories—they’re wired to be moved by them.
When marketing your climate-tech solution, storytelling, and messaging are crucial—but they’re only effective if you’re speaking to the right audience.
Trying to appeal to everyone often leads to generic messaging that resonates with no one. As quoted by marketing expert and author Seth Godin “In trying to please everyone, you end up pleasing no one.”
For a climate-tech startup navigating investors, policymakers, and end-users, utilizing audience segmentation and tailoring your messaging for each audience is non-negotiable. Instead of wasting resources on generic outreach, you should create communication that truly resonates with your personas. Investors need to see ROI potential, policymakers need a clear understanding of your impact, and users need to know how your solution improves their lives.
Overall, a one-size-fits-all approach risks wasting time, resources, and opportunity. Focused, audience-specific messaging is how you can ensure you lead the conversation and your story lands where it matters most.
In the climate-tech space, your mission isn’t just to pitch your innovation—it’s to lead your audience to understand and embrace it. Whether they’re investors, policymakers, or end-users, decision-makers need to see how your technology fits into the larger fight against climate change.
By educating your audience about the problem, explaining how your solution works, and showcasing its real-world impact, you position your brand as a partner—not just another vendor. This approach builds trust, empowers informed decisions, and strengthens relationships. It ensures your solution is seen not as just a product, but as a vital piece of the puzzle in tackling a global crisis.
Here are 3 ways you can excite your audience and showcase your value through education:
The planet is calling for solutions now more than ever—we are sure you share the feeling that there is no Planet B.
In the fast-moving world of climate-tech, marketing shouldn’t be an afterthought—it’s what ensures climate-tech innovations don’t stay in the shadows but reach the people who can amplify their impact.
As we’ve debunked common myths, it’s clear that visibility, storytelling, strategic audience segmentation, and education aren’t optional—they’re the foundation of building awareness, trust, and adoption. By adopting these strategies, you as a climate-tech company can inspire change, drive engagement, and help pave the way toward a more sustainable future.
With over 12 years of hands-on marketing experience and deep roots in the start-up ecosystem, we craft marketing strategies that really work and are tailored to businesses like InPlanet, the carbon removal start-up making waves in climate innovation. If you’re a climate-tech start-up and want help crafting your marketing strategy to amplify your message reach out to us, we’d love to help you grow.
