Ahead of the Climate Curve: Greenough Communications’ Role in the Global Energy Transition

The new energy economy is about to take off. Renewable energy now provides more than 30% of the nation’s electricity, and green jobs are being added at a pace faster than the overall growth rate of U.S employment. But this industry boom is still in its infancy and the move to a low-carbon economy is poised to create even greater opportunities for innovation and growth.  

At Greenough, we are all about the moments that matter, and the climate transition is a critical one for our people, the planet and the economy. SVP, Christine Williamson, leads our Climate Transition and Business Services practices and I sat down with her to discuss our clients’ important emissions-saving work, the biggest forces at play in the industry and our predictions for the green economy.

Greenough Communications' Climate Transition practice has grown rapidly in recent years. How do you define this practice area, and what are the types of clients we represent?

The climate transition practice is all about what makes sustainability tick from the policies and funding that enable renewable energy projects to be built and connected to the grid to the motivations and execution behind a company’s ESG goals. We’re there for all those milestone moments, like the opening of the first floating solar project in Utah, and it’s been incredibly rewarding.  

This year we grew the practice to include international clean tech integrator, Ameresco, supply chain sustainability network, IntegrityNext, and EV charging specialist, Rivermoor Energy. This is in addition to long time clients, Foley Hoag, whose energy attorneys help clients navigate a complex regulatory environment and the International District Energy Association (IDEA), whose member systems provide sustainable heating and cooling at scale to some of the most recognizable buildings in the world like the U.S. Capitol, the Louvre in Paris and NYC’s Empire State building.  

Why is this a passion area for you, and what do you think sets us apart?

I like to say that we put the “green” in Greenough! Energy clients have always been a part of the agency’s roaster since it began 25 years ago. When I started here more than a decade ago, we were working with biofuels, energy efficiency providers, and smart grid technology. Over time, our practice has transitioned with the energy landscape. These days, it’s EV charging, battery storage, geo-exchange, and thermal energy networks.  

But what sets Greenough apart from other agencies is our willingness to go deep. We don’t just learn the client’s business; we learn the entire industry. We track the competitors; we create messaging that cuts through the noise and we secure coverage that resonates with target audiences and moves the needle for our clients.    

ESG isn't just a topic for climate tech and energy companies but a theme and focus for our clients across all industries. Given your focus in this industry, how do you support clients' sustainability reports and green initiatives, and what additional insights can you provide?

All companies are now sustainability companies, but the ESG report is just the beginning. To promote their environmental efforts, companies should also consider telling impact stories across earned, owned and paid channels. Can you pitch a story about how you cleaned up your biotech supply chain, or can you start a social media campaign where employees show how they contribute to your sustainability efforts? What about entering awards for “most responsible companies?” Customers want to buy from sustainable companies, and employees want to work for them, too, so making ESG a part of your company culture is quickly becoming a critical part of an organization’s growth strategy.

How do you handle greenwashing concerns while crafting climate communication strategies for clients?  

It’s no secret that ESG has had a tough couple of years. As pressure intensified across industries for individual companies to better understand their environmental impact, concerns around greenwashing also swelled. Now, there are reports of sustainability falling down on the CEO priority list as consumer demand for responsible products grows. But no matter whether you use the term ESG or not, the desire to show impact is there.  

Boards and customers alike want to see companies making a difference. So do current and potential employees. When crafting communications strategies around sustainability, we always recommend the same thing, lead with authenticity and transparency. Show your impact and be ready to back it up with data.  

What are the key elements of effective climate transition messaging for diverse audiences?

Whether in climate transition or in another industry, the strategy for developing messaging that resonates across audiences is always the same. Get to know who you are talking to at a deep level. What are their pain points, desires and motivations? How can your technology, solution, or service not only address their challenges but also inspire them to achieve something greater? Messaging should perfectly encompass what your business does but also be aspirational.  

In the climate industry, you also have the added challenge of needing to influence policy. Legislators may not be as deep in the industry as potential customers. They don’t understand all the nuances of your technology and may need additional education. Message development should consider this carefully, as policymakers often hold the key to accelerating a project and providing it with the funding it needs to succeed.  

What regulations and trends are emerging, and what impact will they have?

On the supply chain front, the EU regulations, including the Supply Chain Duty of Care Act (LkSG) and the Corporate Sustainability Due Diligence Directive (CSDDD), are exerting a significant influence on global companies. The Corporate Sustainability Reporting Directive (CSRD), the EU Regulation on Combating Deforestation (EUDR), and the Carbon Border Adjustment Mechanism (CBAM) are also key players. Even if the start date for the Deforestation act is postponed, it’s crucial for multinationals to start sourcing agricultural produce that complies with the law. The transition to a sustainable supply chain is not an overnight process, but with the increasing customer demand for sustainably-sourced products, it not only aligns with regulations but also makes good business sense.

Stateside, the Inflation Reduction Act, continues to pour important dollars into the renewable energy industry. We expect this trend to continue no matter the outcome of the upcoming presidential election.

Bob Keefe, executive director of E2, said it best in this recent article, “Government investments have definitely catalyzed private-sector investments. By creating these tax credits and other investments, by extending them for the next 10 years — and by backing them up in many cases with direct government investments — businesses now have better clarity that investing in factories, green energy projects and shifting their business models toward an electric future makes sense."

What are a few of your favorite campaigns, and what are some of the results that moved the needle for the client?

When folks ask me about my job, I love to say that I work with brands that make an outsized impact on our world. From energy to tech to healthcare, I’ve been lucky to help launch products and campaigns that drive impact for clients, their customers, and the communities they serve.​

A couple of my favorites include a media relations and influencer campaign that caught the attention of the Department of Energy and resulted in increased funding for district energy projects. Our team is also working on a campaign around getting Gen Z interested in a clean energy career. A recent story on CNBC and an op-ed in Fortune helped bring attention to the hiring boom, and an upcoming survey report will shed light on some of the barriers keeping Gen Z from the industry.

What are your industry predictions for the next 3-5 years?

Two big things that we’ll see in the coming years are the convergence of industries and the increasing importance of preserving biodiversity.  

Since ChatGPT took the world by storm, every company has become an “AI company.” The same thing will happen with the climate transition – every company will need to become a “Green” or “Sustainable” company. Stakeholders – from investors to employees – are already demanding more transparency into these efforts. As AI use grows, so does the demand for the energy to power this technology. Companies will need to show how they’re sourcing that energy and what they are doing with the waste heat they produce. Showing the circularity of the energy ecosystem will become increasingly important.

Preserving biodiversity will also be a key part of building more renewable infrastructure. Entities will need to consider how we preserve and maintain the land where new energy projects reside. We’re already seeing concerns around this with large-scale solar projects. Cleantech companies behind new builds will need to consider how construction and the lifetime of the solar array will impact local wildlife and insect populations. Then, a process will need to be put in place to ensure that bees and animals are able to reclaim the land once the project is operational.  

Thank you, Christine, for your leadership in this crucial practice area! I'm eager to witness your predictions unfold and to see what 2025 has in store for us!

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