Marketing holds the key to many of today's climate challenges. Companies trying to break through and reach potential buyers with their world-changing, carbon-cutting solutions must separate from a "sea of same," says today's guest. That's true whether touting new software that helps businesses cut costs and carbon or introducing carbon-negative building materials into the residential and commercial building industries, like Plantd, the company Josh co-founded before starting Supercool.
Even the most innovative solutions companies face marketing challenges. As startups, they're often under-capitalized and under-resourced. To gain traction or raise capital, climate tech companies must generate brand awareness, educate the market, and build trust with prospective customers. It's challenging, cut climate tech startups have an ace up their sleeve: a mission to help solve one of the greatest challenges confronting humanity: climate change.
Communicated effectively, mission and vision —together with all the other brand attributes—can pierce through risk-averse corporate cultures and entrenched business practices and gain the ear of decision-makers. Creativity and effective communication are how climate tech startups compete. Not all do it; many don't prioritize it, but those who are bold tend to win.
Adam Malik, co-founder of Bloxspring, a "B2B marketing agency for visionary brands radically changing the future of our buildings, cities and planet," is betting on bold. Adam started Bloxspring in 2020 after a career in the marketing and advertising industry. Though colleagues advised him against starting a firm targeting industries known for resisting change, Adam and his co-founder, PJ Appleton, saw an opportunity. They also saw that concerns about climate change would increasingly compel large companies to seek innovative solutions. So they set out to help those young companies get noticed and grow, to play bigger and stand out. Bloxspring is based in the UK with clients on both sides of the Atlantic, which gives Adam an interesting lens on how these markets are developing, their similarities and differences, and why now is the moment for bold marketing in the world of climate tech.
NOTES
Guest: Adam Malik
Company: Bloxspring
Jaguar: Its new EV car commercial - featuring no cars
Volvo: Its new EV car commercial - cinematically leaning into its safety reputation
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11/27/24 • 43 min
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