Change Your Outlook To Change Your Outcome; Preventing The Greenwashing Trap; Budget Woes Getting Marketers Down? Make The Most Of It, Experts Say & Tofu Community Updates
Change Your Outlook To Change Your Outcome; Preventing The Greenwashing Trap; Budget Woes Getting Marketers Down? Make The Most Of It, Experts Say & Tofu Community Updates
Change Your Outlook To Change Your Outcome
By Laurie McGinley
In our marketing careers, how often do we defer from pursuing the next big move for one reason or another? It's never about timing. It's not about money. It's the felt sense that the solution is unsafe or uncertain.
Felt sense: a feeling, oftentimes subconscious, that tells us if the thing we are doing is right or wrong, good or bad, safe or dangerous.
Alder & Co. and the Tofu team asked Laurie McGinley, world-renowned executive coach to climate tech founders, for the secret to success. How do we get out of our own way to achieve our goals? [Read More]
Climate tech marketing commentary [paid]
Preventing The Greenwashing Trap
Why 'white lie' or making unsubstantiated claims that could help your business get funding, get noticed in the media, or get you to the negotiating table, is never worth it.
By Melanie Adamson
In the UK, advertisements from fossil fuel giants were banned for trumpeting investments in renewable energy because they didn't also explain the flipside of each company's contribution to pollution.
Substantiated claims from climate tech companies are crucial to maintaining integrity and transparency. In this article, we share some basic rules we follow when messaging brands and products externally.
What we’re reading
Budget Woes Getting Marketers Down? Make The Most Of It, Experts Say
The outlook goes from bad to worse with sluggish economic growth and predictions of a recession. And while climate tech might be faring better than other industries during this period of belt-tightening, we have heard from Tofu members that their marketing budgets are getting cut. In her piece for Marketing Brew, Kelsey Sutton suggests strategizing where to pare back and perfect the basics when faced with any marketing-spend shuffles.
Many marketers are taking the moment of uncertainty to revisit “the very basics”, things like checkout flows, product pages, and email marketing….things that are generally easy to benchmark against, easy to prove, easy to track, [and] therefore easy to fund.” [Read more]
Our top 3, most-read practice guides on Tofu [paid]
Actionable Buyer Personas, Going Global and Resources for Marketing Advice
We sifted through our Tofu archive (which is 85+ pieces strong now!) and pulled out the articles that you - our members - have found most useful so far. Happy reading!
From the community
👋 Welcome, new Tofus!
Thank you to everyone who’s subscribed, joined the Tofu Slack community, and shared this newsletter with their climate tech marketing friends!
Here’s a snapshot of some of our newest members – head over to #introductions on Slack, where you can say hi and learn more about them.
Felix Remennik: “I'm new to the climate community as a full-time employee. Previously, I led ads teams at Google and then co-founded a platform for freelance marketers called Growth Collective. Last week I started as marketing lead at Reunion, which is facilitating the transfer of Renewable Tax Credits.”
Kayla Anderson: “I’m a marketing strategist and environmental educator. I run my own marketing company, Riparian Media. I also co-founded Climate Re:Play, an organization dedicated to educating and mobilizing the gaming industry to create a sustainable future.”
Deep: “I am the Founder of Volcan, a startup that offers clean energy service for a fixed monthly subscription, with the aim of making clean energy accessible for everyone. My friend and I just got out of college to build something to help solve the climate crisis.”
Matt Robare: “I'm a freelance content marketing writer based in Boston. I'm interested in working with climate tech brands in the energy industry, IoT, smart cities, mobility, and space. I write about many of these issues in my substack, The Climate City.”
Are you missing your rockstar climate tech founders or marketers? Invite them to Tofu!
#general
🎙 Rhythm summarised insights from a conversation with Sylwia who transitioned in her career path from business aviation to sustainability.
🇬🇧 Ted asked Tofus if a UK-based company that wants US and UK media exposure should be served by a UK-based PR firm or a US-based PR firm. Bridget and Bettina put together some key points to consider.
📚Natalie launched her LinkedIn course on landing a job in the climate industry. Vanessa, Kayla, Birgitte, and Mike congratulated her.
#events
🚲 Kathrin is attending the Collision Conference in Toronto from 26-28 June. You can meet her there.
🏝 Namrita invited Tofus to join her at the Reeve and Fairware Shoreline Cleanup and Afterparty on Jul 27 in Vancouver.
#ai
🔏 Birgitte share a piece she recently penned on generative AI in the marketing profession for Global Focus magazine in Europe.
🏁Nicole create a beginners guide to ChatGPT and shared it with the community.
#jobs
🎗 Jessica shared an opening for a Virginia Director at a Clean energy non-profit to lead the development and growth of their campaigns and impact across the state.
🧶 Liza is helping to hire for an E-Commerce Marketing Manager position with a Fair Trade company that empowers artisans in Africa through the creation of handmade products.
🤝 Bettina offered to make intros for the product marketer position at Aurora Solar.
💼 Did you know that Tofu has a vibrant jobs channel featuring new jobs in climate tech marketing daily? Check it out for your next career move.
Want to feature your climate tech marketing job ad here and promote it to more than 800 climate tech marketing experts? Get in touch with Bettina to chat more.
Thank you to our supporters!
Thank you to all who have subscribed to support this community – it means a lot!
With love,
Mel & Bettina
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