3 Cleantech Storytelling Concerns and How to Overcome Them

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Is your cleantech company unsure about using storytelling for marketing? You might believe in the power of storytelling, but your board or company leaders might not. This article addresses major concerns specific to cleantech storytelling, offering solutions and targeted examples.

What is Cleantech Storytelling?

Storytelling for cleantech companies isn't just about listing specs like "CO2 captured or kilowatts generated” 1. It’s about creating compelling narratives that connects on a human level. Data alone doesn't matter to people loyal to traditional products or the general public. But once they have a story that delivers context for the facts, they’re all in.

Did you know stories are remembered up to 22 times more than facts alone? 2 Imagine people thinking about your solutions 22 more times. Could that lead to a new investor or client? Could that become the start of advocacy for your company?

Cleantech Storytelling Isn’t a Trick or Trend

If your marketing strategy guides your products from their current state to their goal, then storytelling is the method for your communications. This includes oral, written, video, and podcast formats.

The truth is your company is already storytelling, even if they may doubt its value. But businesses often don't deliberately tell stories, an active way to share vision, values, and impact.

Here are three reasons your company might hesitate storytelling and how to overcome them.

01: Messaging Control and Brand Identity

Many cleantech companies worry about losing control of their narrative, especially if they focus on science and data. Some feel cleantech storytelling downplays the scientific aspects of their technology. Concerns about brand match and fakeness could stem from wanting to control the message.

As we stated above, you’re already storytelling. If that’s the case, is your existing cleantech storytelling resonating? Is your messaging connecting with the market? Is it easy for potential customers to understand the value and benefits you offer?

It’s worth reviewing your existing communications if you’ve answered no to any one of those questions.


  • Identify Disconnects: Find where your cleantech storytelling isn't resonating by gathering audience feedback or analyzing engagement metrics.
    • Align Stories with Core Values: Create stories that resonate with your audience's heart and mind, while staying true to your brand's values and scientific rigor.
    • Present Alternative Approaches: Share these story ideas with leaders as alternative strategies. Show how they maintain control and align the brand.

    Example Stories

    • Environmentally Conscious Homeowners: Focus on their desire to reduce their carbon footprint and secure a sustainable future for their children. Craft a story about a family that installed your solar panels and saw their energy bills drop. Show their kids proudly sharing their eco-friendly home with friends. Highlight their satisfaction and pride in helping a greener planet.
    • Business Executives: Highlight their desire to lead in sustainability and ethics, driven by fear. They want to be pioneers but fear lagging behind competitors. Share a story of a company that adopted your clean tech, reduced its environmental impact, and boosted client trust and growth. This shows tangible benefits and ethical impact, resonating with both head and heart.

    Focus on emotionally resonant stories to connect deeply with your audience. This makes your technology's benefits more relatable and memorable.

    Emotive storytelling influences the mind through the heart. As Yale Insights notes, "emotions play a significant role in our decisions, working with rational processes to guide our behavior."

    02: Difficulty Measuring ROI

    Another concern is how to measure the impact of cleantech storytelling. Demonstrating a return on investment (ROI) to justify the resources and budget allocated to storytelling can be challenging. Though definitive ROI stats for cleantech storytelling are lacking, science highlights the effectiveness of emotive marketing and brand storytelling.

    Measuring the impact of cleantech storytelling involves both intangible (soft) and tangible (hard) metrics.


    Intangible Metrics

    • Message Clarity: Assessing how well your content is understood by the audience.
    • Brand Trust: Authentic storytelling builds trust and fosters a deeper connection with the audience.
    • Audience Advocacy: Gauging the likelihood of your audience recommending your brand to others.

    Tangible Metrics

    • Engagement Metrics: Tracking likes, shares, comments, views, time on page, heat maps, and other interaction indicators.
    • Conversion Rates & Sales Increases: Measuring the effect of cleantech storytelling on conversion rates and sales growth.
    • Website Traffic Sources: Analyzing where your website traffic originates and how cleantech storytelling impacts those sources.

    Cleantech storytelling is an investment in brand building and long-term engagement, not just short-term sales. It's like having snacks at the office. You might not see direct productivity gains, but their absence is noticeable.

    Storytelling’s impact might not always be measurable.

    Yet, without it, connections weaken and engagement drops. Look beyond tangible metrics to see the broader value it brings to your brand and audience relationships.

    03: Internal Expertise Gap

    Lastly, this concern speaks to your company’s capacity to implement cleantech storytelling. Lack of internal talent or resources makes measuring ROI and managing projects harder. When swamped with work and juggling roles, who has time for video stories or podcasts? You’re right. But you can modify what you’re already doing.


    Integrate Cleantech Storytelling into Existing Communications

    • Timeless Storytelling Elements: Modify your cleantech communications to include timeless storytelling elements that resonate with your audience.
    • Evergreen Content: Focus on creating evergreen stories that remain relevant over time, providing ongoing benefits. This approach maximizes your ROI by yielding long-term results.

    Outsource to Experts

    • Storytelling Agencies: Consider outsourcing to a marketing or storytelling agency. These experts will help your communications reflect your mission, values, and scientific foundation, making them easy to understand.

    Outsourcing can bridge the expertise gap, allowing you to leverage professional skills while you focus on your core responsibilities. By adding cleantech storytelling and working with experts, you can improve your messaging without overextending your resources.

    Cleantech Video Storytelling Examples

    To further illustrate the power of cleantech storytelling, let's look at examples of cleantech companies successfully implementing video storytelling.


    This Danish energy company transitioned from fossil fuels to become a leader in offshore wind power. Their story emphasizes the economic and environmental benefits of clean energy, showcasing how they've created jobs and renewed coastal communities.


    This solar energy company uses customer testimonials and case studies to showcase the real-world impact of solar power. The stories of homeowners and businesses who used solar panels make it relatable for potential customers.


    Tesla doesn’t shy away from bold storytelling. Elon Musk’s visionary leadership and focus on innovation create a captivating narrative around electric vehicles and sustainable energy. Their sleek car designs and focus on performance further reinforce the brand’s image as the future of transportation.

    Let’s Wrap Up These Cleantech Storytelling Concerns

    What unique challenges does your cleantech company face when trying to integrate storytelling into your marketing strategy?

    ncorporating personal storytelling in cleantech communications creates emotional connections and engages supporters. Identify stories that resonate with your audience. Measure storytelling success through engagement metrics. Focus on one or two key stories for long-lasting results.

    We're a Minnesota-based storytelling agency following the story wherever it takes us.

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