When we think about AI, many of us worry about its dangers—and rightfully so. It’s a new territory filled with uncertainties and legal ambiguities. But what if it could be used to help heal the planet? Companies in the environmental technology industry must find a way to remain positive while demonstrating the sobering facts of climate change in order to motivate readers to take action. When it comes to writing about climate change solutions, successful companies in the environmental tech industry walk a fine line between optimism and urgency in copywriting.
Simple, straightforward language keeps readers informed and engaged without going over heads.
Marketing artificial intelligence technology presents as much of a challenge as marketing climate change solutions—especially when the two are paired together. These tricky, complicated, and daunting subjects demand easy-to-interpret and tangible language.
Sipremo opens its website with a clear and uncomplicated message. They lay out exactly what they do in clear terms: “Sipremo does natural disasters and climate change forecast and monitoring…Our artificial intelligence can predict where, when, and what types of climate events will occur. It allows us to develop frameworks to predict operational impact and automate proactive, resilient, and assertive decision-making Sipremo’s technology enables us to help your businesses deal with climate emergencies.” Describing AI in simple terms is no easy feat, but Sipremo’s direct language to tell its readers exactly how and why its AI will help them.
Similarly, CO2 AI succeeds in unclouded messaging for climate change solutions. They lay out exactly what they do in simple terms while still sounding like experts. “At CO2 AI, we help you manage your net zero journey from measurement to reduction”: Clear, direct, and to the point, the copy on CO2 AI’s website is easy to interpret yet still refined and sophisticated: they offer “a flexible and automatable data ingestion model to simplify set-up. [Their] fast and effortless approach enables you to turn your raw data into business intelligence and start driving action.” Comprehensive but not confusing, CO2 AI makes an impact on readers with clear and concise language. “CO2 AI offers a full suite of tools to effectively drive decarbonization – both within your company and beyond.”
The Ocean Cleanup is another champion of clear, simple messaging that paves the way toward climate justice. “Research shows the majority of plastic in the gyres (by mass) is made up of larger debris. By removing the plastic while most of it is still large, we prevent it from breaking down into dangerous microplastics…We plan to do this by cleaning up the legacy plastic—the plastic already floating in the ocean—and by stopping the sources of plastic flowing into our oceans.” Straightforward facts and a specific solution help readers grasp the problem and understand what is necessary to rectify the situation.
Optimism can be more effective than alarmism.
Optimistic copywriting pushes readers towards feeling empowered and excited, which is especially useful when discussing something as looming as climate change. The Ocean Cleanup uses optimism throughout its site copy to make bold statements and give readers a sense of hope. “Big problems require big solutions.” In just five words, The Ocean Cleanup demonstrates its stance on climate change solutions. “We must diffuse the ticking time bomb…Our aim is to have 90% of floating ocean plastic by 2040.” A bold, powerful statement helps readers imagine a better future and get excited about making a difference.
Sipremo inspires readers through direct, actionable language. “Every industry’s climate-change problem is solved through innovation, resilience, and proactivity using Sipremo’s technology.” Innovation, resilience, and proactivity: all words that motivate and encourage readers to take tangible steps toward climate change solutions. CO2 AI harnesses similar language that moves readers forward and gets people excited about combining innovation with climate care. CO2 AI is “shifting carbon reduction from the theoretical to the impactful” with optimistic statements and positive copywriting. “Our solutions will contribute to cost reduction, bureaucracy reduction, response time reduction, and operational activity optimization, ESG strategies, in addition to being the key to supporting a resilient and climate-friendly culture.” CO2 AI is clear on its mission to use AI to its full potential to unlock a safer, cleaner future for all.
The key here is that these companies aren’t foretelling the apocalypse: they focus not on the problem, but on the solution. They have a vision of a better, cleaner future, and they bring that vision to their readers without trying to frighten them with the alternative. It’s the old carrot and stick: or, if you prefer, honey and vinegar. Which catches more flies?
A world-class university got world-class copy
One of the most famous universities on earth, Stanford University was gearing up to start groundbreaking work on campus. But without a robust environmental health and safety website, progress was slow. Unfortunately, its existing copy was clunky, confusing, and hard to navigate. Not for long. After tapping MarketSmiths, we worked closely with both the university and a hired communications agency to put it right, revising hundreds of pages, from Working Safely with Rabbits to the Laser Safety Manual. After relaunching the website, Stanford was ready to start its expansion—and had a website to match its prestige.
Statistics build urgency and inspire action.
When it comes to writing about climate change solutions, companies must push readers toward taking action today for a brighter tomorrow. Statistics and tangible information about the problems we face help relay to readers the importance or relevance of a situation in a clear, factual manner. And yes, this may seem at odds with the focus on optimism above—but it’s the combination of the two that makes the messaging truly effective.
For example, Sipremo lays out various statistics and facts that display the importance of climate change solutions. Sipremo shares that the “global economy could lose 10% of its total economic value by 2050 due to climate change,” and an even more sobering statistic, “216mm: the number of people who could be affected by 2050 because of climate change.” Such facts paired with Sipremo’s AI solutions help audiences comprehend not only the severity of climate change, but also how Sipremo helps power a resolution to the problem. Presenting the problem in concrete terms makes the solution even more appealing.
The Ocean Cleanup similarly inspires action through statistics that help readers visualize and understand the initiative.“1000 rivers, or 1% of the world’s rivers account for 80% of the plastic flowing into the oceans from land.” Such facts reinforce the necessity for climate change solutions while pushing readers toward taking action. “Plastic pollution in the world’s oceans is one of the biggest environmental issues of our time, impacting nearly 700 marine species.”
While facts help build urgency, it’s important to pair them with a vision: something that readers can aspire towards. The most effective messaging takes readers on a journey, even an adventure, and leads them back to where they began—but with an understanding of what they need to do to make a real and powerful change in the world.
The writers at MarketSmiths understand the importance of keeping audiences informed and engaged within the technology and climate solution spaces. Our team leverages industry insights to captivate readers by turning statistical facts into resonating narratives that instill emotion and spark action. Move your readers with environmental AI copywriting that moves and excites audiences.
Looking to resonate with readers the right way? Leave it to the experts at MarketSmiths.