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

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