Discover more from Tofu
Tofu's big announcement, 5 social media predictions for energy and climate, how to rename your company, and more
Welcome to 2022: A Special Message
Introducing some exciting new Tofu projects
We started Tofu in June 2021 as a community where climate tech marketers could learn from in-depth, useful content via the newsletter and from our amazing Slack community, find their tribe and hang out with like-minded marketers and marketing-hat-wearing founders and salespeople, get feedback and advice on their questions and challenges, secure their next job in climate tech marketing, or source new team members, freelancers and agency partners.
Five months, twelve newsletters, and 50+ articles later, our community has grown to more than 300 subscribers and half of those have joined our Slack channel, too.
Our announcement: Tofu is going paid next month (on February 10).
Don’t worry, most of our content will remain free. We’ve been working on some new ideas to make the community even more valuable. Click the button below to support us and read on to learn more about our plans.
Support Tofu. Subscribe now.
Click here to learn what you’ll receive as a paid subscriber and what all our members receive.
5 social media predictions for energy and climate in 2022 from Canary - what’s yours?
Tofu member & Canary Media author Mike Munsell shared his predictions for social media trends for climate tech in 2022. It’s a great read if you haven’t checked it out yet.
We wanted to add our predictions for climate tech marketing trends in general:
Long-form storytelling - brands that can afford it will create feature films or documentaries to tell their story and create a legacy (think Rivian’s collaboration with Ewan McGregor’s Long Way Up on Apple+)
Hybrid events - whether we like them or not… with the global pandemic not going away and being as unpredictable as ever, events organizers will continue to plan for all eventualities, creating options for in-person and virtual attendance (sign up for our upcoming webinar on March 4 on Climate Tech Events Strategy for 2022 here)
Taking a stance - founders and leaders will be bolder in their contribution to the climate crisis debate, taking a stance on policies, values, and the type of customers they want to work with
The Metaverse - even if no one knows what this really means, everyone will be using this buzzword in 2022
The endless sea of blue and green removed from branding - as climate tech is moving into the mainstream, brands will be rethinking their positioning as a ‘more sustainable niche player’, and as a result will turn away from their previous blue and green leaf- or waterdrop-inspired logo. This one is more a hope than a prediction ;-)
What’s your prediction for climate tech marketing in 2022? Let us know in the comments!
What we’re reading…
With climate tech moving out of the niche and into the spotlight in 2022, we’re seeing more climate tech companies re-naming and re-branding to reflect their new positioning (see prediction #5 above).
If you’re tackling a name change this year, here’s a great article from HubSpot on what to consider (plus some made-up names for inspiration):
49 Business Name Ideas to Inspire You [+7 Brand Name Generators]
A lot of strategy and planning goes into building a business from the ground up. Before your startup is ready to launch, you’ll want to think carefully about your brand and the image you'll present to consumers.
So, how can you stand out from your competitors? [Read more]
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.
Katy Zack: “I'm a freelance consultant working with UN Environment Programme on sustainable fashion communication, aligning the fashion sector towards the 1.5-degree pathway. Happy to be here and always looking to find more communicators/marketers passionate about climate, figuring out how we can make a greater positive impact even faster.”
Deanna Cioppa: “I'm a long-time digital and content marketer in the B2B SaaS space. I want to make the jump into the climate sector to put what I know to use for the planet I love. If you or someone you know is looking to hire a grizzled old Millennial to help them grow, definitely DM me.”
Chad Massura: “I’m the founder of Willow, a carbon-negative soil company designed to help growers improve plant growth and reduce their footprint. We’re on a mission to scale global demand for biochar, focused first on the consumer market. I’m on the lookout for a director of sales if you know anyone awesome! Excited to be here!
Andy Rooks: “I'm a brand and product marketer from NYC looking to pivot into climate tech. I was previously CMO of Just Salad, a 50-unit restaurant chain where I introduced carbon labels to our menu, grew our reusable bowl program, and launched a handful of climate-focused partnerships. Now I’m looking to work directly in sustainability and to contribute my skillset in consumer-focused marketing. Excited to be a part of the channel!”
Allison Kade: “I’ve spent my career in editorial and content marketing. Most recently I was head of organic growth at Fabric, an insurtech startup. I recently went full-time on the small content agency I created. I am personally passionate about climate change and would love to do more work in the field. Thanks for having me!”
Cary Kloster: “I’ve spent most of my career in brand management and new product development & innovation within the food & beverage industry. In the last year, I have been working with an applied solar company in an advisory board capacity helping with their go-to-market strategy. This work has led me to a desire to transition into the clean energy/cleantech space. I am excited to join this group to connect and collaborate.”
Kendrick Disch: I’m the founder of Vertical River, a branded content marketing agency in Atlanta, GA. We’re looking to expand our client base in the sustainability and conversation niche. A lot of what we do is documentary-style videos but we also can help build photo libraries and help with content strategy. Excited to be a part of this community and appreciate the opportunity to participate!”
🐤 Mike from Canary Media posted some social media predictions for 2022. He’d love to hear your thoughts on his predictions or even better, your own predictions for 2022! Add yours to the list!
🎥 Amy spotted the following for any filmmakers, or friends of filmmakers: Open for submissions now: Bloomberg Green Docs’ inaugural competition is open to all eligible filmmakers who would like to compete to win a $25,000 grand prize for your short climate documentary.
💡 Andrew shared seven predictions for marketing technology in 2022 from Forbes.
💼 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.