By Elle Welch, Account Director, B2B and Technology 

With President Donald Trump’s return to the White House, the energy industry faces a new communications frontier. The administration’s exit from the Paris Agreement and potential rollback of policies such as the Inflation Reduction Act raise pressing questions about the future of climate tech. But while regulatory uncertainty looms, the administration’s pro-business stance presents a unique opportunity for climate technology companies to reposition themselves—not as environmental crusaders, but as drivers of economic growth. 

For CMOs and PR leaders in the energy and sustainability sectors, this moment demands a bold communications strategy. Success will hinge on reshaping the conversation—moving beyond traditional climate narratives to position climate tech as a powerhouse of profitability, innovation, and economic resilience. 

The Business-First Messaging Shift: A PR Imperative 

Climate tech companies can no longer afford to lean solely on environmental storytelling. In a marketplace increasingly influenced by fiscal conservatism and business pragmatism, the winning narrative must highlight economic impact. PR teams must craft messages that underscore job creation, cost savings, and market competitiveness, shifting the discussion from sustainability as a moral imperative to sustainability as a financial advantage. 

Consider home-energy monitoring systems: They don’t just reduce carbon footprints—they slash household energy bills by 20-30%. That’s a consumer-friendly, investment-attractive message that demands amplification. The role of PR in this climate is to make climate tech synonymous with business success. 

Beyond Greenwashing: The Age of Proof-Driven Storytelling 

The days of vague sustainability pledges and greenwashing are over. Scrutiny is rising, and brands that fail to back up their climate claims with hard numbers will struggle to maintain credibility. PR and communications leaders must champion proof-driven storytelling, ensuring every press release, media pitch, and executive keynote is anchored in verifiable economic benefits. 

Earned media placements should highlight case studies of climate tech companies delivering ROI, not just ESG scores. Thought leadership strategies must be built around tangible outcomes—how emerging technologies are cutting costs, driving operational efficiency, and generating long-term value for businesses and investors. 

The Climate Tech Startups That Will Win in 2025 

The most successful climate tech players will be those that lean into this business-first approach. The startups to watch in 2025 aren’t just innovating; they’re integrating financial viability into their brand positioning. These companies will: 

• Showcase profitability: Messaging will focus on how their technology reduces costs, boosts revenue, or enhances investment returns. 

• Align with corporate incentives: Partnerships and B2B strategies will highlight how their solutions help corporations meet bottom-line goals, not just sustainability targets. 

• Leverage data-driven media relations: The most compelling PR stories will be backed by real-world case studies and performance metrics. 

Media Relations as a Power Play: Controlling the Climate Tech Conversation 

For PR leaders, the challenge is clear: Own the climate tech conversation before others define it. This requires a proactive approach to media relations—pitching journalists not just stories, but perspectives that frame climate tech as essential to business success. 

• Op-eds and executive visibility: Climate tech leaders should be positioned as experts in economic growth and innovation, not just environmental advocacy. 

• Strategic media partnerships: Targeting business and financial outlets (think Bloomberg, The Wall Street Journal, and CNBC) is more critical than ever. 

• Crisis preparedness: In a politically charged landscape, brands must be ready to navigate regulatory shifts and potential policy reversals with a well-prepared crisis communication strategy. 

Seizing the Moment: The PR Roadmap for 2025 and Beyond 

The energy sector is at a communications crossroads. While political changes may introduce uncertainty, they also create a window to redefine how climate tech is perceived in the market. PR and communications leaders who proactively position climate technology as an economic force—not just an environmental one—will emerge as the true power players of 2025. 

Now is the time to control the narrative, amplify the right messages, and ensure that climate tech isn’t just part of the conversation—it is the conversation.