How Brands Can Talk About Climate Commitments Without Risking Their Reputations
In today’s fractured public discourse, brands face a critical challenge: how to reconcile the urgent need for climate action, supported by science and consumer demand, with a hyper-political environment that can easily distort their intentions. Americans overwhelmingly agree that companies should play a role in addressing climate change, yet the act of communicating these efforts often risks backlash in a polarized marketplace. Navigating this tension requires thoughtful messaging—grounded in practicality and free of divisive overtones—to ensure that environmental commitments are both credible and broadly supported.
For many brands, this begs the question: Do we retreat from the issue and risk looking indifferent? Do we press forward and risk alienating customers or investors? There’s a better path—a third way. The key lies in communicating effectively about what you’re doing and why it matters, without framing your actions as a moral crusade. Instead of taking a stance that places your brand on a high moral ground, where critical stakeholders may never meet you, take the practical high ground: show that this is what’s right for your business.
This approach echoes what I argued in another controversy—the backlash Bud Light faced over its campaign with a trans influencer. The brand’s response was unclear, stuck between retreat and resistance. What it missed was an opportunity to communicate its reasoning effectively, on terms that made sense to all sides. Similarly, when it comes to climate action, brands must focus on framing their efforts as smart, responsible, and grounded in long-term success rather than ideology.
Why Climate Messaging Needs a Reset
Recent research underscores that climate change is widely acknowledged across demographics and geographies. Globally, 80% of people see climate change as a moderate or serious issue. Even in the U.S., where partisanship is acute, nearly half of Republicans acknowledge its significance.
But – and a big, huge, giant “but” - in the United States, even areas of broad agreement can become contentious due to the two-party system and ideological silos. This dynamic often leads to disagreements on issues where there is underlying consensus. For instance, while many Americans support environmental initiatives, the political climate can polarize these views. Surveys indicate that only a third of U.S. consumers support companies taking political stances, and 50% have stopped doing business with brands they perceive as pushing agendas.
Interestingly, research from the Universities of Bath and Essex reveals that U.S. Republicans and Democrats agree on more issues than they realize, yet fail to recognize their similarities. This suggests that the perception of division is often greater than the reality. For communicators addressing climate change, positioning it as a universal concern rather than aligning it with a specific political ideology. By framing environmental action as a shared value, brands can engage a broader audience and mitigate potential backlash.
Lessons From Real Brands: Reframing Climate Action
Many brands have found effective ways to align themselves with climate action without alienating audiences or becoming entangled in ideological debates. The key is framing their initiatives in practical, universally relevant terms, backed by tangible actions. This approach positions brands as forward-thinking and responsible while sidestepping the divisiveness that can come from moralistic or political messaging.
Consider Unilever, which seamlessly integrates sustainability into its business model. Instead of positioning environmental efforts as moral imperatives, the company highlights how these initiatives improve convenience, efficiency, and value for customers. For example, Unilever’s push to reduce water use in its products—like more concentrated laundry detergents—emphasizes both consumer savings and resource conservation, creating a win-win narrative that avoids controversy.
This strategy aligns with research showing that material messaging—focused on business risks, opportunities, and shared benefits—is more effective than moral appeals. Studies reveal that 70% of consumers agree climate risks such as extreme weather and resource scarcity directly threaten businesses, making it easier to build a practical case for action. Additionally, clean energy investments are seen as opportunities for growth, with 67% of U.S. investors expecting clean energy to outperform other sectors in the coming decade.
In contrast, brands that lean too heavily on moralistic tones can face backlash, even if their intentions are sound. For instance, PepsiCo’s short-lived 2017 ad featuring Kendall Jenner attempted to tackle social justice themes but was widely criticized for oversimplifying complex issues and being out of touch with its audience. Though not about climate, this misstep underscores the risks of prioritizing ideological posturing over relatable, action-oriented communication.
What successful brands like Unilever demonstrate is the power of staying grounded. By focusing on practical benefits and measurable outcomes, companies can communicate climate action effectively while reinforcing their reputation as responsible and forward-thinking leaders.
Framing Responsibility as a Business Strategy
Framing environmental action as a core part of responsible business practices allows brands to align sustainability with their mission while avoiding politically charged terms like "ESG." This approach grounds climate efforts in operational excellence and practical benefits.
Delta Air Lines exemplifies this framing by positioning its carbon neutrality goals as investments in efficiency and customer experience. Rather than presenting these initiatives as ideological statements, Delta emphasizes how they improve operational performance, reduce costs, and enhance the customer journey. This practical, mission-driven approach appeals to both values-driven stakeholders and those focused on measurable business results.
Mitigating Risks
Consumers increasingly understand that climate risks pose direct threats to businesses. According to research, 70% of consumers agree that extreme weather, rising insurance costs, and resource scarcity create significant challenges for companies.
Walmart, for instance, has strategically reduced emissions across its supply chain, presenting these efforts as essential risk management. By framing sustainability initiatives as actions that protect its operations, Walmart reassures investors, customers, and employees of its long-term stability and resilience. This risk-focused narrative strengthens stakeholder trust and reinforces the company’s reputation as a forward-thinking business.
Unlocking Opportunities
Framing climate action as a competitive advantage helps brands inspire confidence and attract support. Clean energy, for example, is widely viewed as a growth industry, with 67% of U.S. investors expecting it to outperform other sectors in the coming decade.
Tesla exemplifies this opportunity-driven framing. By positioning itself as a leader in electric vehicles and renewable energy technologies, Tesla has redefined its industry, captured market share, and built a brand synonymous with innovation and progress. This forward-looking narrative underscores the tangible business benefits of sustainability, transforming climate action into a compelling story of growth and innovation.
Tying Responsibility to Mission
One of the most powerful ways to frame climate action is by tying it directly to your brand’s mission or key business purpose. When sustainability is integrated into the core of what your company stands for, it becomes more than an initiative—it becomes a natural extension of your identity.
Patagonia serves as a prime example. The company’s mission, “We’re in business to save our home planet,” informs every aspect of its operations, from product design to supply chain decisions. By aligning environmental action with its foundational purpose, Patagonia has cultivated fierce loyalty and established itself as an industry leader.
This approach isn’t limited to companies explicitly focused on environmentalism. Consider Coca-Cola, which ties its water stewardship initiatives to its overarching purpose of “refreshing the world.” By presenting sustainability as a means to fulfill its mission, Coca-Cola connects climate action to its core business, making it resonate with customers and stakeholders alike.
Drawing from reputation management insights, this framing strategy ensures that every sustainability effort reinforces your brand’s larger narrative, creating consistency and authenticity that audiences can trust.
Conclusion
In an era of heightened scrutiny, brands can’t afford to ignore the demand for climate action—but they also can’t afford to stumble in how they communicate it. By learning from successful examples, simplifying their messaging, and anchoring their initiatives in practical benefits, companies can lead responsibly without creating opposition.
The takeaway is simple: being a responsible business isn’t just about ethics—it’s about strategy, resilience, and relevance in a rapidly changing world.