With a rollback of federal support, the rest of us must refine our messaging and networking. If we do it right, we can beat the headwinds to achieve our business and climate goals.
Many climate professionals are understandably concerned about what a second Trump Administration will mean for their industry and business outlook. Although there will almost certainly be a drop-off in federal support for climate action, we think this is an opportunity – indeed, a motivator – to lower the friction in the climate marketplace. What does lowering the friction mean? Simply put: having an environment where stakeholders can easily share the right information, make qualified business connections, and pursue their climate goals.
At climate hide, our biggest focus is storytelling: it’s critical for climate stakeholders to hone their storytelling so other players understand what they do in the market and pursue productive partnerships. We are especially excited about our new product, Climate Hive Connect, which is designed to streamline storytelling, networking and dealmaking. We didn’t plan the launch around this election, but it turns out Connect couldn’t have come at a more important time.
It's a whole new world
The Biden Administration has been historically bullish on climate, with targeted tax breaks and grants that boosted opportunities for small- and mid-sized businesses especially. The past four years weren’t perfect – we missed out on permitting reform for clean energy projects, among other things – but when all is said and done, it’s been a good run for the climate and climate-focused businesses. Luckily, the concrete climate investments already made through the Inflation Reduction Act, Bipartisan Infrastructure Law and other federal legislation will keep operating long-term and mitigating climate impacts.
The second Trump Administration is likely to move in the opposite direction, as evidenced by the Trump team’s statements plus nominations like fossil fuel investor Chris Wright for Secretary of Energy (Wright is all in on fossil fuels and has downplayed the climate crisis). On the policy front, the Administration is likely to scale back the funding and regulations that have spurred so much investment these past few years. Some of the rules and incentives from the last four years will take time to roll back, and some may be locked in long-term. JD Supra lists some of the major tax credits under threat, but also notes that lobbyists will keep fighting for climate-focused credits and may succeed keeping some alive. Still, the hard truth is we’ll have less federal support for a while.
New tariffs will also hit many components critical to the clean economy, from solar panels to batteries to transformers. Supply chains will almost certainly be rearranged, and getting quality components at a good price will be paramount for domestic manufacturers and end customers alike. On the flipside, companies that can provide quality parts at good prices – and advertise their products well – will find many grateful customers.
As Ivy Main writes, the clean energy revolution will continue. Even the most anti-climate politician can’t stop the basic economics that favors so much clean energy, and under federalism, many states will keep chugging ahead with concerted climate action.
Strategies to Survive & Thrive
In this new clean energy environment of less federal support and fresh tariffs, other entities – whether state and local governments, nonprofits, or for-profit businesses – ultimately need to streamline their operations to make up for new federal policies. Marketing will be a critical piece of that work. Stakeholders must expand and leverage their connections to find new clients, secure new investment, identify the best suppliers, share best practices, and more. Startups and smaller- and medium-sized businesses will likely face the strongest headwinds and need nimble, effective marketing.
In the end, though, the role of good marketing shouldn’t be to build name recognition or reputation alone. The role of good marketing is ultimately to connect stakeholders; marketing that “lowers the friction” connects the right stakeholders efficiently, so they can make deals and further their goals. For many businesses, getting the right deals in time will be a matter of survival: the cleantech 1.0 investment boom from 2006-2010 saw hardly any survivors, and we still face some of the same general market headwinds in cleantech 2.0 (plus a looming Trump term). Luckily, marketing that lowers friction can prevent climate companies’ early demise and lead to transformative growth.
Lowering the friction to further climate goals is why Climate Hive exists – and it has never been more important. As mentioned up top, we recently launched Climate Hive Connect to streamline storytelling, networking and dealmaking. Climate Hive Connect uses a simple formula that leverages our team’s specialties and connections to highlight our clients’ specialties, build their connections and achieve qualified business goals.
- Research the best possible audience and invite them to an exclusive webinar
- Shape and host an event that speaks to the audience’s concerns and needs
- Follow up with attendees to share insights and secure meetings
Our early clients have refined their messaging and secured productive meetings, and we look forward to helping more companies achieve their business goals. Climate Hive Connect would have been our contribution to lowering friction in the climate marketplace no matter who won the election. With the likely changes ahead, it’s all the more important.
Climate Hive Connect isn’t the only storytelling service we offer, but it’s a great product for reaching target audiences. If you’re interested in other storytelling partnerships and services, contact us anytime.
There’s plenty of uncertainty in our future – but states, local governments, and the private sector have a tremendous opportunity step up in the coming years to tackle the climate crisis. Let’s Connect to achieve our goals.
