Cleaning Up: Leadership in an Age of Climate Change - 'This Is A Narrative War' - How To Win The Climate Argument | Ep172: John Marshall

'This Is A Narrative War' - How To Win The Climate Argument | Ep172: John Marshall

07/24/24 • 56 min

Cleaning Up: Leadership in an Age of Climate Change

Who are the merchants of doubt and how can their narrative be countered? How much money does it cost to get someone to take action on climate change?

This week on Cleaning Up, Bryony Worthington is joined by John Marshall, the founder of the Potential Energy Coalition, a marketing firm that uses data-driven marketing techniques to accelerate the energy transition and climate action. They discuss:

How John transitioned from a career in Madison Avenue marketing to founding a non-profit focused on climate change, inspired by his son.
Potential Energy Coalition's use of data-driven marketing strategies to identify the most effective messaging and framing to motivate climate action, including leveraging loss aversion and emphasising what people love and fear losing.
The importance of using marketing to shape the climate narrative, counter disinformation, and create political space for climate policies.
How marketing can be used to promote clean energy solutions like electric vehicles and heat pumps, and the role of the nonprofit sector in supporting pro-climate policies and infrastructure.
Insights on global marketing strategies for climate action, highlighting the need to tailor messages to local markets while maintaining a unifying narrative.

Links & More:

Potential Energy Coalition website
John's TED talk
The Schoolbus Ad
Cleaning Up Episode 141 with Naomi Oreskes

Who are the merchants of doubt and how can their narrative be countered? How much money does it cost to get someone to take action on climate change?

How John transitioned from a career in Madison Avenue marketing to founding a non-profit focused on climate change, inspired by his son.
Potential Energy Coalition's use of data-driven marketing strategies to identify the most effective messaging and framing to motivate climate action, including leveraging loss aversion and emphasising what people love and fear losing.
The importance of using marketing to shape the climate narrative, counter disinformation, and create political space for climate policies.
How marketing can be used to promote clean energy solutions like electric vehicles and heat pumps, and the role of the nonprofit sector in supporting pro-climate policies and infrastructure.
Insights on global marketing strategies for climate action, highlighting the need to tailor messages to local markets while maintaining a unifying narrative.

Links & More:

Potential Energy Coalition website
John's TED talk
The Schoolbus Ad
Cleaning Up Episode 141 with Naomi Oreskes

Previous Episode

The Climate Challenge is an Engineering Challenge - Ep171: Dr. Rosemary Barnes

This week on Cleaning Up, Michael Liebreich sits down with mechanical engineer and YouTube creator Dr Rosemary "Rosie" Barnes to discuss the critical role of engineering in addressing climate change. Rosie shares insights from her work developing clean energy technologies and her popular channel "Engineering with Rosie," where she tackles topics like wind turbine design, the hydrogen debate, and the nuclear power discussion in Australia through the lens of engineering. Rosie and Michael dive into the engineering challenges and solutions driving the energy transition, from optimising wind turbine size to navigating the politics around nuclear power. They also explore why engineers' voices are often overlooked in the climate conversation, and Rosie offers practical advice for the next generation of women in STEM fields.

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Next Episode

The Solar Revolution - Past, Present and Future | Ep173: Jenny Chase

The solar industry has experienced a meteoric rise over the past two decades, growing from a small cottage industry to one of the leading technologies in the energy transition. It’s not been a smooth ride, and there’ve been plenty of bankruptcies on the way, from Solyndra to Suntech, but more than half a terawatt of new solar is now being built each year and the industry is still growing rapidly. So how did we get here, and how far do we have to go?

Michael Liebreich is joined by BloombergNEF lead solar analyst Jenny Chase to chart the course of the solar industry, do a little mythbusting, and ask what next for this multibillion dollar industry. Is China’s dominance of solar a problem? Is solar still too expensive for developing countries? And when will we get free electricity?

Links: