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Tofu - Leaves of green, let them be; Pique Action to fight "doomscrolling"; 3 sustainability ads that got it right; and more
Leaves of green, let them be
New climate tech companies entering the marketplace need to resonate with their audiences first and foremost. If they choose blue or green for their logo, they’re associating themselves with the eco-movement of the 1980s and 1990s, and it’s hard to stand out. [Read more]
Pique Action aims to counter doom-scrolling
The company plans to distribute positive micro-documentaries about climate solutions through social media platforms like SnapChat, Youtube, TikTok and Twitter.
Watch their trailer below and read the story in Axios here.
What we’re reading…
Companies, large and small, have the responsibility to reimagine their products and operations and share compelling stories with their customers to change behaviors to save the planet. To inform how brands can better communicate their sustainability commitments, video-as-a-service platform QuickFrame, researched what made for effective sustainability marketing.
We used our machine learning-powered content analytics tool to analyze the recent video output of the 100 most sustainable corporations ranked by Corporate Knights, uncovering data-driven strategies that most successfully captivate viewers. Our research revealed which brands got it right and why. Let’s take a look at three examples [via GreenBiz].
From the community
👋 Welcome new Tofus!
Tofu is growing exponentially! 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 roundup of our newest members - head over to #introductions on Slack, where you can say hi and learn more about them.
Adrian Gross: “I’m based in London. Happy to be a part of ToFu! My experience spans ~12 years in the startup consumer internet world with a focus on growth and product marketing. Currently running my own advisory and open/excited to use my acquired skills for climate-first projects.”
Elaine Hsieh: “I'm based in Oakland, CA, co-founder and CMO @ Third Derivative — a global climate tech accelerator program that's a joint venture of RMI and New Energy Nexus. Here's my LinkedIn. Looking forward to learning and growing with all of you!”
Jason Grillo: “I am the Event Director for AirMiners - a community of carbon removal innovators.While much of my professional experience is market research, currently my work with AirMiners surrounds marketing strategy with carbon removal startups, fostering community development, and online event management. Here's my LinkedIn; additionally, feel free to DM me in this Slack to connect!”
Andrew Garberson: “I'm Head of Marketing at Recurrent. I come to cleantech after 9 years of consulting in digital marketing (concentration in SEO, SEM) and analytics (concentration in GA). Track me down on LinkedIn and don't be shy about questions on those topics!”
Kaidlyne Neukam: “I currently live in Berlin. I am now searching for my next climate tech marketing opportunity, but have done previous marketing and comms work with a nonprofit, NGO, and startup in roles focused on expanding clean energy access. I look forward to connecting with others in this community! In the meantime, please feel free to add me on LinkedIn”
Lindsey Higgins: “I've been following the newsletter for about a month now and decided to make the jump over to Slack as well. I spent the last few years working in comms, but my passion (and my PhD) is in climate so I have recently joined the team at Pale Blue Dot as Head of Research and Insights. I'm helping out here and there with PR activities, so I'm very happy to be part of this network. I'm pretty active on Twitter and LinkedIn, so please feel free to connect!”
Pierre-Jean Cobut: “I'm an entrepreneur (built and sold a digital health startup over the last 6 years). Right now, I'm doing some consulting with early-stage startups in climate tech and healthcare, primarily on marketing, go-to-market, and some fundraising as well. Feel free to DM me here if I can help out in any way or connect with me on LinkedIn.”
Loni: “I’m based out of Warsaw in Poland. I am a communications support strategist with Greenstand (greenstand.org). My specialty includes content creation, account-based marketing advocacy, copy-writing, channel segmentation, crafting campaign messages, storytelling etc. I hope to learn more about the climate space by engaging on here and interacting with like-minded professionals.”
In case you missed our last webinar on 'Defining your Marketing Tech Stack', we now have a summary write-up on our blog - check it out to read what panelists Amanda Luchetti (Dayani), Ted Dillon (Clean Energy Ventures), and Sarah Kim (Aurora Solar) shared, and re-watch the recording.
📽️ Tyler Steinhardt started a very lively thread about favorite climate documentaries - check it out and add yours!
We have a new channel (#technology), initiated by one of our members (thank you, Andrew Garberson)!
💻 Andrew Garberson is looking for recommendations for a CRM system for growing companies with 5k customers today and offered up his CRM Scorecard Google Doc to the community.
💸 Betsy Harbison is asking whether anyone has a way of creating their marketing budget that they really love.
💼 Did you know that Tofu has a vibrant jobs channel featuring new jobs in climate tech marketing every day? Check it out for your next career move.
Want to feature your climate tech marketing job ad here and promote it to over 200 climate tech marketing experts? Get in touch with Bettina to chat more.