05 August 2026
Potential Energy Coalition: Why Climate Messaging Fails - and How to Fix It
Climate Rising
About
Addressing climate change isn’t just a technology or policy challenge - it’s a communication challenge.
John Marshall, founder of Potential Energy Coalition, joins Climate Rising to discuss how marketing techniques can accelerate climate action. Drawing on decades of experience advising major corporations, John
explains how his team uses behavioral science, focus groups, large-scale
experimentation, and data-driven messaging to shift public perception on climate and energy.
The conversation explores why traditional climate messaging often fails, how concepts like “net zero” and “climate crisis” can backfire, and why trust, identity, and local relevance matter more than abstract global narratives. John also discusses the role of AI in reshaping marketing and the risks and opportunities it presents for climate communication
John Marshall, founder of Potential Energy Coalition, joins Climate Rising to discuss how marketing techniques can accelerate climate action. Drawing on decades of experience advising major corporations, John
explains how his team uses behavioral science, focus groups, large-scale
experimentation, and data-driven messaging to shift public perception on climate and energy.
The conversation explores why traditional climate messaging often fails, how concepts like “net zero” and “climate crisis” can backfire, and why trust, identity, and local relevance matter more than abstract global narratives. John also discusses the role of AI in reshaping marketing and the risks and opportunities it presents for climate communication